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Museum culture is not part of UAE culture. Even when UAE citizens travel to museum cities like Paris, London or New York, they’re not motivated to visit these cities acclaimed art collections. Because of its novelty, and it’s ‘first in the region’ appeal, Louvre Abu Dhabi’s grand opening successfully attracted visitors. But soon after, the museum became another landmark for tourists to visit, not a place for residents to continuously return for inspiration or entertainment.How could we convince local audiences/non-museum-goers that art and museums are far from outdated and boring, they’re actually fascinating and full of stories everyone can enjoy? We set out to prove Louvre Abu Dhabi isn’t a traditional – or predictable – museum, by offering a sneak peek into all that’s being missed. We wanted to disprove false assumptions about museums and give everyone a reason to care.
Coupling creativity with technology, we merged billboards and radio – two ‘outdated’ media –into one new innovative experience. The museum’s masterpieces were reproduced in giant frames and placed along the highway leading from Dubai to Abu Dhabi. For each artwork, a customized FM transmitter powered by solar panels was installed; and in partnership with the capital’s municipality, the UAE’s top three radio stations (ClassicFM 91.6 FM, Radio One 100.5 FM, and Emarat FM 95.8 FM) the museum audioguide was triggered into their frequencies. The jammer synchronized and intercepted the car radios, triggering the audio guide. The bumper powered the waves to a customized 800 m radius.Anyone who wanted to engage had the choice to tune in. When drivers approached a billboard, the artwork’s FM device synchronized and intercepted their car radios, triggering the Louvre Abu Dhabi audio guide. Instantly, a story behind the piece would broadcast through their speakers.