Brand Dubai and DIFC Launch Cooperation to Promote Art, Innovation and Entrepreneurship



Government of Dubai Media Office – 28 January 2019: Brand Dubai, the creative arm of the Government of Dubai Media Office (GDMO), and the Dubai International Financial Centre (DIFC) will undertake a series of joint initiatives to promote art, innovation and entrepreneurship. The two organisations announced their first joint projects under the new partnership at an event held to launch the Gate Avenue, DIFC’s new premium urban retail, leisure and cultural development.

Her Excellency Mona Al Marri, Director General of the Government of Dubai Media Office said: “HH Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, has often emphasised on the vital role of art and culture in creating an environment for innovation and ensuring the happiness of citizens. As part of our new long-term cooperation, Brand Dubai and DIFC will work to promote the growth of the city’s artistic environment and its creative entrepreneurs. Through joint projects, we aim to inject fresh energy and ideas into Dubai’s cultural landscape.”

The two organisations will partner to launch a ‘One-Mile Gallery’ in Gate Avenue that will create a showcase for some of the best global and regional art. The initiative will also serve as a platform to bring art and artists closer to the community “As one of the biggest patrons of art in the region, DIFC has built a wonderful collection of art over the years. Through the ‘One Mile Gallery’, we aim to bring this collection to the public. This new initiative will display not only the works of established masters but also of emerging talent.”

His Excellency Essa Kazim, Governor of DIFC said: “DIFC is keen to work with Brand Dubai to further energise artistic and entrepreneurial activity in Dubai. Art and culture are crucial to a city’s livability and serve as a powerful means for developing a vibrant creative environment and promoting human engagement. Together with Brand Dubai, we aim to create spaces where ideas and imagination can thrive. We are also looking at a range of joint initiatives that will showcase Dubai’s innovative character and foster collaborative relationships between artists, creative professionals and entrepreneurs.”

Brand Dubai and DIFC also rolled out the second phase of a campaign to harness local talent focused on Emirati-owned businesses. The new initiative will see Brand Dubai and DIFC work closely to select ten unique Emirati retail concepts looking to establish a presence in one of Dubai’s prime locations. DIFC will provide each concept with exclusive space in Gate Avenue, offer cost-effective licensing packages and cover the full fit-out cost for all ten outlets. Applicants will be selected based on the originality and growth potential of their concept, as well as compatibility with the growing DIFC community of more than 23,000 people.

One of the ten retail spaces will be dedicated to entrepreneurs looking to test out their concepts in a live market setting on a short-term, rotating basis. These short-term leases will cater to a selection of aspiring retailers that are seeking flexibility in the management of their operational costs and commitments.

HE Mona Al Marri further said: “Our collaboration with DIFC to launch this competition is part of Brand Dubai’s ‘Proudly from Dubai’ initiative whose key goal is to tell local and global audiences the success stories of exciting and innovative businesses born and initiated in Dubai. From a larger perspective, we seek to tell the story of innovation and creativity shaping Dubai’s emerging business and entrepreneurial culture. Both our organisations will be working together to undertake initiatives to promote art, creativity and entrepreneurship. By combining our unique strengths, we seek to provide a new impetus for the development of the cultural landscape in Dubai.”

HE Essa Kazim said: “The second edition of the ‘Harnessing Local Talent’ competition aims to identify, recognise and foster promising Emirati creative entrepreneurs in the design and lifestyle sectors. We will be providing a range of financial and operational support to help entrepreneurs turn their concepts into reality. Gate Avenue provides an exceptional opportunity for these entrepreneurs to test their ideas and gives them opportunities to tap a large captive market of high-income professionals. We will continue to explore fresh avenues to tap synergies between DIFC and Brand Dubai to promote art, creativity, enterprise and innovation in Dubai.”

DIFC today also unveiled The Design House retail collective at Gate Avenue, which offers seamless connectivity across the DIFC. The Design House features 12 local fashion, homeware, jewellery and design start-ups, selected as part of the first edition of the Centre’s hugely successful campaign to harness local talent, which received over 155 applications in its first phase.

Spanning across 660,000 square feet of built up area and 880 metres in total length, Gate Avenue at DIFC is a premium urban retail, leisure and cultural development at the heart of the Centre that links the podium levels of all buildings in DIFC, from the Gate Building to Central Park Towers. The flagship development is set to enhance the DIFC’s position as a first-of-its kind destination with over 200 dining, boutique, retail and entertainment options.

Art and culture are crucial to a city’s livability and serve as a powerful means for developing a vibrant creative environment and promoting human engagement."

His Excellency Essa Kazim, Governor of DIFC

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