Brand Dubai signs MoU with RTA to roll out urban beautification projects across Dubai

Under the agreement, the two organisations will establish strategic cooperation to implement public art projects aimed at enhancing the city’s aesthetic environment.

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Brand Dubai signs MoU with RTA to roll out urban beautification projects across Dubai

The Government of Dubai Media Office (GDMO), represented by its creative arm, Brand Dubai, has signed a Memorandum of Understanding with the Roads and Transport Authority (RTA) to undertake beautification projects across the city over the next three years.

Under the agreement, the two organisations will establish strategic cooperation to implement public art projects aimed at enhancing the city’s aesthetic environment. The beautification projects will cover bridges, tunnels, walking tracks, bus stops and other public facilities and areas throughout Dubai.

Accomplished artists from the UAE, the region and across the world will be invited to create public artworks that will transform the ambience of urban spaces in Dubai. The beautification project is designed to further enhance the way both residents and visitors connect and interact with their urban environment.

His Excellency Mattar Al Tayer, Director General and Chairman of the Board of Executive Directors of the Roads and Transport Authority (RTA) said: “We are very happy to partner with Brand Dubai to execute this unique urban beautification project in Dubai. RTA is committed to working with diverse partners to enhance the urban experience that Dubai offers both to residents and visitors. RTA is also keen to ensure that all its projects incorporate an aesthetic dimension. The unique designs of the Shindagha bridge, which features an architectural arch in the shape of the symbol for infinity, the oval-shaped ‘Bridge of Tolerance” and the Dubai Metro stations are examples of this.”

Director General of the Government of Dubai Media Office Her Excellency Mona Al Marri said: “The collaboration with RTA to launch beautification projects across the city is aligned with the vision of Vice President and Prime Minister of the UAE and Ruler of Dubai His Highness Sheikh Mohammed bin Rashid Al Maktoum to turn Dubai into an open-air museum that celebrates art, creativity and aesthetic excellence. We thank RTA for partnering with us to deliver this project and their commitment for this initiative that aims to revitalise public spaces in our city. Both our organisations bring significant capabilities to this partnership. By combining our strengths, we have a great opportunity to further enhance the artistic and cultural environment of Dubai.”

Nehal Badri, Director of Brand Dubai said: “Working with outstanding local, regional and international artists, our joint project with RTA aims to add a new creative dimension to public spaces in Dubai. Through unique artworks, ranging from murals to installations, we seek to tap into Dubai’s unique spirit, character and heritage, and in the process inspire greater engagement, inclusiveness, and innovation in the community. These artistic creations will look at Dubai’s culture and history, and its ambitions and aspirations from a fresh viewpoint. Overall, the project will significantly enrich the experience of the city for both residents and visitors.”

Moaza Saeed Al Marri, Director – Marketing & Corporate Communications at RTA, said “The RTA supports the efforts of Brand Dubai to enhance the urban landscape of the Emirate. These efforts not only support the vision to transform Dubai into an open-air museum but also deepen engagement between the city and its residents and visitors. Our cooperation with Brand Dubai allows us to further enhance the cultural interactions that take place in Dubai, a city that is home to over 200 nationalities”.

Under the terms of the MoU, both parties have agreed to set up joint teams to manage the planned projects. Projects are grouped under two initiatives launched by Brand Dubai: ‘Dubai Art Museum’ which focuses on creating mural artworks across the city; and “Dubai Speaks to You” which aims to create public artworks in a range of contemporary art forms including painting, installation, sculpture and mixed-media. More

Dubai Media Office

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