Louvre Abu Dhabi Uses Billboards and Radio to Give Highway Gallery Tours

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On Nov. 11, the Louvre Abu Dhabi opened its doors. It calls itself the first “universal museum in the Arab world,” exhibiting art from a globalized perspective.

But the United Arab Emirates doesn’t really have a strong museum-going culture. Thus was conceived this insight: If traffic won’t come to the art, why not bring art to the traffic?

For U.A.E. Innovation month, the museum launched the “Highway Gallery.” Created by TBWA\RAAD (in partnership with the Abu Dhabi Media Company, Radio 1 FM, Classic FM and Emarat FM), the idea is simple: Use billboards to showcase 10 major works alongside the EE/11 Sheikh Zayed highway, which goes from Dubai to Abu Dhabi and supports over 12,000 commuters daily.

Through March 14, the “world’s first and only radio-guided highway gallery” stretches across about 62 miles of road.

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