Alternative Ways To Find Places in Our Cities

Located in the United Arab Emirates, the Louvre Abu Dhabi is an art and civilization museum. With 260,000 square feet of museum campus and 86,000 square feet of galleries, it made itself the largest art museum in the Arabian Peninsula. “On the occasion of the UAE Innovation Month, on the E/11 Sheikh Zayed Road that connects Dubai to Abu Dhabi, ten huge billboards of 9x6 meters were placed, representing giant reproductions of the most famous pieces in the museum’s collection.” — Kooness It is typical to use street signage to keep visitors informed. However, Louvre took this strategy to the next level: the museum used billboards to narrate the path toward the newly launched museum. They also found the “Highway Gallery” program to keep visitors “in tune.” In partnership with the Abu Dhabi Media Company, Radio 1 FM, Classic FM, and Emarat FM, TBWA/RAAD created this program to complement ten significant art prints on EE/11 Sheikh Zayed highway. This innovative move enhanced the boring highway-driving experience. It also made drivers subconsciously lowering driving speed. <a href="https://hazel-hepburn.medium.com/highway-gallery-louvre-abu-dhabi-9127192d18ab">Read More</a>