Brand Dubai, the creative arm of the Government of Dubai Media Office, and master developer Nakheel have signed a memorandum of understanding (MoU) to collaborate on city beautification projects.

The MoU will support Brand Dubai’s #DubaiSpeakstoYou initiative, and it seeks to launch unique art projects aimed at beautifying the city.

In the first flagship project under the MoU, Brand Dubai and Nakheel join hands to decorate the bridge leading to the East Crescent on Palm Jumeirah. The pillars of the bridge are decorated to look like tree trunks and the underside of the bridge will have installations featuring dense foliage.

The #DubaiSpeakstoYou initiative aims to implement art projects across the city to help realise the vision of Vice President and Prime Minister of UAE and Ruler of Dubai HH Sheikh Mohammed bin Rashid Al Maktoum to transform Dubai into an open-air art museum. These projects aim to highlight various aspects of Dubai’s rich diversity and pioneering spirit.

Director of Brand Dubai Maitha Buhumaid expressed her pleasure at the establishment of cooperation between Brand Dubai and Nakheel. She also expressed her appreciation for Nakheel’s contributions to the enhancement of Dubai’s artistic and cultural scene.

“The MoU will help us in implementing innovative art projects that support Brand Dubai’s #DubaiSpeakstoYou initiative. Both our organisations bring significant capabilities to this partnership. Nakheel is a leader in the real estate sector with prestigious projects in Dubai that attract thousands of visitors and tourists every day. By combining our strengths, we have a great opportunity to initiate art projects that enhance the artistic and cultural environment of Dubai,” she said.

Ali Rashid Lootah, chairman of Nakheel, expressed his appreciation for the public art initiatives that Brand Dubai has undertaken across Dubai.

He said: “Our cooperation with Brand Dubai will enhance the aesthetic environment in the destinations we have developed and support Nakheel’s own efforts to provide the best services to customers. Brand Dubai is yet another example of our city’s creative, innovative, forward-thinking approach. We are honoured and proud to be part of this initiative by drawing on the region’s best artistic talent to bring this unique feature to Palm Jumeirah. This new work of art that forms part of this project will provide another attraction for residents and guests at our world-famous, flagship project.”

He further said that Nakheel is an integral partner of Brand Dubai’s initiatives, which create public art projects to highlight Dubai’s achievements over the last few decades.

Project manager Shaima Al Suwaidi said: “The joint initiative aims to build new conversations with the community through visually stunning artistic installations. With this initiative, we also seek to bring art closer to the public. The project forms part of our effort to install artworks that inspire innovation and encourage people to look at things in a new creative way. Brand Dubai is keen to work with both public and private sector organisations as well as artists on projects that enhance the cultural and artistic environment of the city.” – TradeArabia News Service