Art out on the Highway

You may never want to reach the end of the road if you are driving along Sheikh Zayed Road between Dubai and Abu Dhabi. The Lourve Abu Dhabi and Abu Dhabi Media have taken art to the roadside with elevated giant images of art – such as a Vincent van Gogh self portrait, that are placed along 10 kilometer intervals. Called the Highway Gallery (10 masterpieces. 100 Kilometers.) these billboards will be showing various treasures from Louvre Abu Dhabi and what artist wouldn’t want to have a giant canvas with a guaranteed audience driving by? Cars pass a trigger a few metres before the billboard, you can then tune into one of three radio stations  – Radio 1 FM (100.5 FM), Classic FM (91.6 FM) or Emarat FM (95.8 FM) and listen to a short squib on the artwork, which plays on the airwaves and gives a whole new meaning to the ‘art of noise’. This form of pop-up roadside gallery art might just grow in popularity in the context of art because they look like outdated mediums in the digital world. Billboard art will never be dismissed as kitsch again.



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