Louvre Abu Dhabi is a new cultural beacon, bringing different cultures together to shine fresh light on the shared stories of humanity. It represents the dynamic nature of the contemporary Arab world while celebrating the region’s vibrant multicultural heritage. Agence France-Muséums – 17 of France’s most renowned cultural institutions – coordinates the loan of artworks to this UAE museum and provides management expertise. With the marketing objective of raising awareness, today and for the first time, Louvre Abu Dhabi uses digital outdoor advertising in the streets of UAE to advertise its latest art exhibition that is open to the public. Impressionism is a 19th-century art movement characterized by relatively small, thin, yet visible brush strokes, open composition, emphasis on accurate depiction of light in its changing qualities (often accentuating the effects of the passage of time), ordinary subject matter, unusual visual angles, and inclusion of movement as a crucial element of human perception and experience. The Impressionism: Pathways to Modernity exhibition features more than 100 paintings, 40 drawings and prints, 20 photographs, and five dresses from the era, as well as a contemporary video installation by the renowned French artist Ange Leccia. With Louvre Abu Dhabi’s objective to bring different cultures together to shine fresh light on the shared stories of humanity, what will the art exhibition advertise next using out-of-home media?
