Louvre Abu Dhabi Highway Gallery
On Thursday, 15 February 2018, Louvre Abu Dhabi – the first universal museum in the Arab region – gave the world another exciting first: a radio-guided highway gallery along the Sheikh Zayed Road.

While en route from Dubai to Abu Dhabi, drivers had the extraordinary opportunity to journey through the museum’s masterpieces like never before: massive 8x6 m recreations of the artworks right outside their car windows. But the large roadside frames were only the beginning. Travelers could also follow along to the stories behind each of the artworks just by tuning in to one of three of the country’s main radio stations.

As vehicles approached each piece, they triggered a FM transmitter that briefly synchronized to the regular radio programming, to broadcast a 30” story about the upcoming masterpiece instead. As a result, each piece came alive through the vehicles’ speakers.

Some of the masterpieces, which span from prehistory to the present, included Vincent Van Gogh’s 1887 Self Portrait, a 2,000-year-old coin from the United Arab Emirates, one of the first statues ever created by humans and a beautiful portrait of La Belle Ferronnière by master of the Italian Renaissance Leonardo da Vinci.

As the first museum of its kind in the Middle East, Louvre Abu Dhabi represents a new perspective of art’s universal accessibility and power to move and connect. With the launch of Louvre Abu Dhabi Highway Gallery, the museum aims to communicate that art can, and should, be enjoyed and explored by all.

Awards

2018 \ Dubai Lynx \ 2 Grand Prix \ Silver

2018 \ Cannes Lions \ Gold \ Silver \ 2 Bronze

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