Hasta La Creative!

Museum culture is not part of United Arab Emirates culture. How could we convince local audiences/non-museum-goers that art and museums are far from outdated and boring? We set out to prove Louvre Abu Dhabi isn’t a traditional – or predictable – museum. More than 12,000 people drive the Dubai-Abu Dhabi E11 highway every day, listening to their radios but without much to look at. So, we decided to use the highway and the radio to provide a surprising museum first-look.

The museum’s top masterpieces were reproduced in giant frames and placed along the highway.

For each artwork, a special FM jammer powered by solar panels was installed.

When drivers approached a billboard, the FM transmitter synchronized and intercepted their car radios, triggering the Louvre Abu Dhabi museum audio guide.

Instantly, a story about the art piece would broadcast through their speakers.