Brand Dubai and Dubai Holding collaborate to display the city’s longest public 3D artwork

Brand Dubai, the creative arm of the Government of Dubai Media Office (GDMO), in collaboration with Dubai Holding, has unveiled a 200-metre-long 3D artwork in Umm Suqeim 3 as part of the Jumeira brand identity campaign.

Launched under the umbrella of the Jumeira Project, an initiative introduced in 2018 to raise the area’s profile as a social and cultural destination, the public artwork is part of Brand Dubai’s efforts to infuse a new creative energy into the prominent neighbourhood.

Displayed on a 236 X 12 metre hoarding, the artwork created by 3D international artist Juandres Vera features an image of a painting brush creating long strokes of sea waves ridden by surfers. The immersive artwork, inspired by surfers on Jumeira beach, allows viewers to be part of a 3D illusion of them creating the waves with a brush.

The project is among several of Dubai Holding’s ongoing initiatives aimed at empowering the emirate’s creative community as part of its mandate to operate ‘For the Good of Tomorrow’. Since the inauguration of its Dubai Walls initiative in 2016, Dubai Holding has rolled out various public art projects across its destinations, attractions and communities, allowing residents and visitors to explore the works of unique world-class artists.

Khalid Al Malik, Managing Director of Dubai Holding, said: “Our partnership with Brand Dubai will enable us to further drive public engagement with art and creativity across the city to help enhance peoples’ happiness and quality of life. This new initiative forms part of a series of Dubai Holding’s art activations that have enriched Dubai’s public spaces and its overall urban ambience.”

“We truly believe in the positive, powerful impact of creative expression on society. In line with our mission to operate ‘For the Good of Tomorrow’, we are proud to continue playing a role in promoting appreciation for art and artists and enhancing the experience for residents and tourists alike in all our destinations,” Al Malik added.