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.

Essa Kazim, chairman of DIFC Authority and Governor of DIFC said: “Through our partnership with Brand Dubai, we are looking to further develop and create new opportunities within Dubai’s cultural ecosystem. DIFC’s emergence both as a leading global financial hub and a centre for lifestyle, arts and culture offers an ideal platform for unique new creative ventures.

“Our cooperation with Brand Dubai enables us to further empower talented individuals and promising ventures seeking to mark in Dubai’s creative community. The upcoming Gate Avenue in DIFC will be a space for artists and creative professionals to express themselves and showcase their talent. We are keen to work with Brand Dubai to further enrich creative and cultural activity both in Centre and the city.”

Mona Al Marri, director general of the Government of Dubai Media Office said: “We are very pleased to forge a new cooperation with Dubai International Financial Centre Authority to support the growth of Dubai’s exciting cultural environment. Guided by the vision of Vice President and Prime Minister of the UAE and Ruler of Dubai HH Sheikh Mohammed bin Rashid Al Maktoum, Dubai has demonstrated that it can bring together the resources and talent required to become one of the world’s major cultural hubs.

“We are keen to work with DIFC to facilitate a greater role for art and creativity in the lives of people in Dubai through fresh new concepts and approaches. Our cooperation with DIFC brings together each other’s distinctive capabilities, which in combination can provide a new impetus for the development of art, culture and creativity in Dubai.”   

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. – TradeArabia News Service