Brand Dubai & DIFC Sign Deal To Promote Art And Culture

Nov 14,2018

Brand Dubai, the creative arm of the Government of Dubai Media Office (GDMO), and the Dubai International Financial Centre Authority (DIFC Authority) have signed an agreement to foster the growth of art, culture and creativity in Dubai.

Under the memorandum of understanding (MoU) Brand Dubai and DIFC Authority will collaborate to expand cultural development in Dubai and initiate projects to inject fresh energy and ideas into the emirate’s artistic and creative environment.

The two organisations will identify opportunities for a range of joint initiatives to promote excellence in the fields of art and creativity. Over the past few years, Brand Dubai has undertaken several art and cultural projects to highlight Dubai’s distinctive identity, heritage and aspirations. Honouring the ‘Year of Zayed’, Brand Dubai and DIFC previously collaborated on a stunning art installation that portrays the images of the late Sheikh Zayed bin Sultan Al Nahyan and HH Sheikh Mohammed bin Rashid on the façade of the iconic Gate Building.

Furthermore, Dubai Street Museum, a project inspired by the vision of HH Sheikh Mohammed bin Rashid to transform Dubai into an open-air museum, has implemented a series of public artworks across the emirate. Brand Dubai also organises Dubai Canvas, a unique annual 3D art festival that provides a platform for renowned artists from around the world to exhibit their creations in a public space.

One of the key focuses of the agreement between DIFC and Brand Dubai will be in exploring initiatives to promote art and creativity in Gate Avenue, an upcoming premium urban retail, leisure and cultural development at the heart of DIFC.

Gate Avenue links the podium levels of all buildings in DIFC, from the Gate Building to Central Park Towers. Upon completion, the flagship development is set to enhance the DIFC’s position as a first-of-its-kind destination with over 185 dining, boutique, retail and entertainment options. Gate Avenue will also provide a creative platform for promoting entrepreneurs with the support of Brand Dubai’s ‘Proudly from Dubai’ initiative.


Image Courtesy: Dubai Media Office