Immersive exhibition, which runs from today until 22 September, invites the public to experience creativity, technology, and innovation at the heart of Dubai’s creative hub
Dubai, United Arab Emirates — Thursday, 18 September, 2025: Elevision, the UAE’s leading digital-out-of-home (DOOH) media company, and Dubai Design District (d3), part of TECOM Group PJSC, today announced the opening of FADA’, a first-of-its-kind digital art exhibition that reimagines DOOH screens as canvases for creative expression.
Open to the public from 18-22 September at d3, FADA’ – which means “space” in Arabic – introduces a contemporary gallery experience featuring works by Emirati and UAE-based artists. Each piece is presented on Elevision’s high-definition elevator screens, subtly animated to add depth and detail, and accompanied by elegantly displayed artist stories. The result is an immersive encounter that blends art, technology, and storytelling within d3, a global creative ecosystem that champions innovation and design.
The gallery was inaugurated through Beyond the Frame, an invite-only industry event that brought together business leaders, creatives, and innovators. The programme included the exclusive reveal of Elevision’s new research on dwell time and attention span benchmarks across multiple advertising platforms, followed by a panel discussion on creative and media strategy. A second panel showcased Agentic AI in Action, with a live demonstration of autonomous AI agents building and deploying campaigns in real time.
Khadija Al Bastaki, Senior Vice President of Dubai Design District (d3), part of TECOM Group, said:
“Dubai Design District has always stood as a platform where creativity, innovation, and commerce intersect. With Elevision’s FADA’ exhibition, we are expanding this vision by opening up a space where technology itself becomes a medium for artistic expression. This collaboration demonstrates the power of partnerships to unlock new creative experiences, inspire communities, and strengthen Dubai’s global position as a capital of creativity, aligning with the Dubai Economic Agenda ‘D33’ and the Dubai Design Sector Strategy 2033.”
Niall Sallam, CEO of Elevision, said:
“DOOH has evolved far beyond its origins in advertising; woven into the city’s fabric, it is also a canvas for cultural storytelling, dialogue, and connection. With FADA’, we are positioning DOOH media as a platform that bridges art, design, and innovation. The Beyond the Frame launch demonstrated how data, creativity, and emerging technologies like Agentic AI come together to shape the future of communication.”
Inside the gallery, visitors encounter a minimalist yet immersive environment, where screens function as digital canvases. Each artwork is paired with motion-enhanced storytelling, inviting reflection, dialogue, and a closer connection between artist and audience.
FADA’ highlights the shared vision of Elevision and d3 to expand the role of creativity in urban spaces and to demonstrate the cultural potential of DOOH. By presenting digital screens as cultural assets, the initiative sets a new benchmark for how art and innovation can intersect in the public realm, while underscoring d3’s role as a global creative hubs for design, fashion, architecture, and art.
Featured Artists
The exhibition brings together a dynamic line-up of established and emerging artists whose work spans disciplines and geographies, including:
- Sarah Al Saman, a renowned Emirati visual artist whose site-specific installations and textile works have been showcased at Louvre Abu Dhabi.
- Beena Samuel, a multi-award-winning artist whose lyrical works in watercolour and mosaic have been acquired by global brands and published in A Salute to Tolerant UAE.
- Atul Panase, an acclaimed artist and curator recognised by the Dubai Culture and Art Authority for his evocative natural landscapes and human forms.
- Diyali Sen Bhalla, founder of the Dubai International Art Centre, known for her sustainable, mixed-media works exhibited worldwide, including at Christie’s.
- Keerthana S Kumar, a contemporary figurative painter with works held in collections across the UAE, India, UK, and USA, including Chanel India HQ and Hotel Indigo Dubai.
- Mashghal Al Khaleyah, a women-led NGO dedicated to empowering Emirati women through creative skills such as embroidery, sewing, and fine arts.
- Eman Al Raeesi, an Emirati painter, visual artist and creator of vivid compositions that blend European modernism with Emirati identity, exploring colour and the complexity of life.
Artworks are presented on high-definition digital signage, subtly animated to draw out details and enhance the viewer’s connection with each piece. Accompanying each work, the artists’ stories flow across the screens, offering audiences deeper insight into the inspiration, process, and personality behind the art.
This innovative presentation transforms traditional viewing into an immersive experience that invites reflection, dialogue, and a richer connection between artist and audience.
Members of the public are invited to experience FADA’ at Building 11 – R03, Dubai Design District (d3), open daily from 18-22 Sep. Free admission.
About Elevision:
Elevision is the exclusive DOOH media partner of Dubai Design District (d3) and a leading digital out-of-home (DOOH) media company specializing in strategic digital signage networks embedded in premium residential areas and landmark business districts. With a focus on lifestyle, technology, and innovation, Elevision enables communities, districts, and property partners to engage their audiences through real-time, dynamic content across its extensive network.
Elevision’s network of 2,150 digital screens in 680+ premium locations across Dubai, Abu Dhabi, and Central London provides advertisers with high-impact brand moments that drive awareness, engagement, and measurable results. With a fourteen-year track record of innovation and media excellence, Elevision continues to redefine the DOOH landscape through data-driven insights, programmatic capabilities, and a commitment to delivering value to both property partners and advertisers.
About Dubai Design District (d3)
Dubai Design District (d3), a member of TECOM Group PJSC, is a global creative ecosystem dedicated to design, fashion, architecture and art. In line with Dubai’s position as the leading business destination for the region and beyond, d3 is an industry-pioneering concept that enables people and businesses to grow and co-create whilst simultaneously providing a solid platform for creativity. d3 celebrates Beyond a Decade of Design having opened its doors for business in 2015.
The district today is home to more than 1,100 creative businesses and 20,000 creative professionals. The community includes students, start-ups, SMEs, homegrown and regional talents, and international brands. Nurturing young emerging design talent is at the heart of d3, especially with it being home to three design institutions – Dubai Institute of Design and Innovation (DIDI), FAD and L’ECOLE School of Jewelry Arts.
With its state-of-the-art infrastructure designed to meet the needs of the industry and a business-friendly framework, the d3 community offers creative talent the tools for collaboration and growth, further reinforcing Dubai’s status as a UNESCO Creative City of Design. It is also a cutting-edge retail district offering a variety of multi-brand boutiques, fashion brands, and art and design studios. The world’s leading luxury brands, design companies and creatives, including architects, interior designers, photography studios, product and fashion designers, all call d3 home.
Some of the region’s most popular events take place in d3 and attract international artists and audiences to cultural and fashion exhibitions and gatherings including Dubai Fashion Week (DFW), Dubai’s official fashion week co-founded by Dubai Design District (d3) and Arab Fashion Council, as well as Dubai Design Week and Sole DXB. The district also regularly hosts a roster of industry talks, workshops and educational programming, accessible to people of all ages.
d3 is further home to TECOM Group PJSC’s business incubator – in5 – that aims to support the fashion and design industries by offering students and entrepreneurs the opportunity to transform their ideas into successful commercial ventures.
The district also features the city’s first canal side recreational development, The Block. The open-air destination offers a range of different outdoor and leisure areas including a basketball and volleyball court, a skate park, outdoor gym and climbing wall.
For more information, please visit: www.dubaidesigndistrict.com
