Louvre Abu Dhabi – Highway Gallery
The Highway Gallery transformed a 100km stretch of UAE highway into the world’s first outdoor, drive-by museum experience. Using custom billboards equipped with FM transmitters, the campaign broadcasted audio stories about famous artworks directly to drivers’ car radios as they passed. This immersive, tech-enabled installation brought art to the public in an unexpected, highly accessible way—turning daily commutes into cultural journeys and redefining what an art exhibition could be.
Client
role
Year
Client Brief
Objective: Make art and culture more accessible and relatable to the general public, especially those unfamiliar with museum visits.
Target Audience: UAE motorists, commuters, and families who may not traditionally visit museums.
Requirements:
Raise awareness for the Louvre Abu Dhabi
Increase museum footfall and brand recognition
Use innovation and storytelling to bring the artworks to life
Maintain the prestige and sophistication of the Louvre brand while making it feel personal and engaging
Direction
Creative Concept: “Museum Without Walls”
The campaign reframed the highway as a canvas, merging physical and audio art into a seamless cultural experience. The direction focused on:
Humanizing art through storytelling and audio narration
Integrating technology (FM synchronization) with traditional media (billboards)
Visual consistency in all billboards, using high-resolution artwork reproductions framed like gallery pieces
Leveraging earned media and emotional engagement to achieve virality and social buzz
Tapping into local pride and global innovation, elevating the UAE as a cultural pioneer
