Dubai unveils plans to transform Jumeirah into an arts and culture hub

Posted: 05-Dec-18 10:03

A new project to transform the area around Dubai’s Jumeirah Road into art and cultural district has been announced by the government’s creative arm Brand Dubai. Already home to tourist attractions such as the Burj Al Arab and Wild Wadi Water Park, the area will be given a fresh new identity with arts initiatives, sporting events and festivals highlighting the city’s past and present.

Dubai unveils plans to transform Jumeirah into an arts and culture hub

Brand Dubai has announced a new initiative to turn the city’s Jumeirah district into a new cultural and arts destination that will act as a hub for local, Arabian and international artists and other creative professionals. The Jumeirah Project, launched at a press conference led by Ruler of Dubai Sheikh Mohammed bin Rashid Al Maktoum, will involve initiatives and events to enhance an area that is already home to a number of tourist attractions including the Burj Al Arab, Madinat Jumeirah, and the Wild Wadi Water Park.

According to Brand Dubai, which is the creative arm of the government’s media office (GDMO), the Jumeirah Project aims to create a fresh new identity for the area, which has been a witness both to the city’s past and present. Various initiatives will be implemented along the Jumeirah Road from the Dubai Canal to the Burj Al Arab. The project will also encompass a range of events that aim to highlight Jumeirah’s vibrant creative and cosmopolitan environment and its history and heritage.

Plans for the area include 30 artistic projects in 30 locations along Jumeirah Road in partnership with 30 Emirati, Arabian and international artists. The themes of the murals include the links between the city’s past and present and Dubai’s distinctive character that combines modernity with heritage. As part of the project, a number of unique artworks will be created at bus stations along Jumeirah Road.

Several events including the Dubai Fitness Challenge and the Gov Games will be held under the umbrella of the Jumeirah Project, alongside other sporting events such as a marathon, a swimming competition, a triathlon, children’s competitions, a yoga event and a beach football tournament. There are also plans for a traditional Dhow competition, boat races and a food festival.

During the launch event held at the GDMO headquarters, Sheikh Mohammed approved the logo of the Jumeirah Project and commended the idea behind the project and its objective of enhancing the UAE’s profile as a regional and international tourism destination.

He said:

“We need a strong vision and a clear set of objectives to transform our ideas into reality. The UAE’s model for development, which is centred on the happiness of its people, has earned the appreciation of the world. Our objective is to ensure that we transition towards a future where we can achieve global leadership by harnessing our innovative capabilities and ensuring the highest global excellence in our endeavours.”

“We want all our initiatives and projects to be driven by innovation. We will provide all the support and resources necessary for turning promising creative ideas into reality. Our goal is to transform Dubai into a showcase for the highest innovation that is ahead of its time. At the same time, our model of development seeks to ensure balanced growth where people enjoy high levels of happiness. We want to create a place that inspires out-of-the-box thinking, where creative minds from across the world can contribute to creating a glorious future.” 

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