Abu Dhabi’s Saadiyat Cultural District may still be under construction but it has admirers in high places already, and that includes Oprah and broadcaster Mona El Shazly.
The Department of Culture and Tourism Abu Dhabi (DCT) unveiled a huge new campaign, with two pioneering campaign films anchored by the American philanthropist and talk show host and the Egyptian broadcaster. They are two of more than 70 names involved in spreading the word.
The campaign coincides with the announcement that the area is on track for completion in 2025. That means we can expect all the cultural institutions to be up and running next year. Yes, you read that right.
Joining the already popular Louvre Abu Dhabi, Berklee Abu Dhabi and Manarat Al Saadiyat are four more institutions – the Zayed National Museum, teamLab Phenomena Abu Dhabi, the Natural History Museum Abu Dhabi and Guggenheim Abu Dhabi.
In the very exciting new campaign, named ‘Be Moved in a Thousand Ways’, the DCT got lovers of the arts from all over the world to talk about the transformative power culture has to “unite, inspire, and open minds”.
In the videos that will be shared on social media, you’ll see some very familiar faces. Oprah introducing it, alongside multi-award winning actor, musician and entrepreneur Idris Elba OBE; musician and artist Will.i.am; legendary pianist Lang Lang and famous tennis player Maria Sharapova. The Arabic version is anchored by the renowned broadcaster Mona El Shazly.
Speaking about what the new cultural district represents for the capital, HE Mohamed Al Mubarak, Chairman of DCT Abu Dhabi, said: “Culture transcends mere connections; it shapes our very evolution and broadens our perspectives. Here in Abu Dhabi, we embrace this influence, fostering a deep appreciation that resonates throughout our community. Saadiyat Cultural District embodies ‘cultural hope’.
“The District will convey a message of cultural diversity that will become more powerful over time, creating global connections, inspiring cultural exchange, and fostering new ways of thinking to support the region, the global South and the world. Saadiyat Cultural District is somewhere people can come to learn from the past, understand our present and focus on our future.”
So what can you expect from Saadiyat Cultural District once completed in 2025?
- Zayed National Museum: this will be the national museum of the UAE, celebrating the nation’s rich history and culture, as well as honouring the legacy of the country’s founding father, the late Sheikh Zayed bin Sultan Al Nahyan.
- Lab Phenomena Abu Dhabi: an intersection between art and technology, it will be an immersive experience that will ignite curiosity, imagination and creativity.
- Natural History Museum Abu Dhabi: it will take visitors on a 13.8 billion year journey through the story of our universe and our planet and will also house a research and teaching institution.
- Guggenheim Abu Dhabi: a museum celebrating art from the 1960s to the present and the most important artistic achievements of our time.
Bring on 2025! In the meantime, you can visit the Louvre Abu Dhabi, Berklee Abu Dhabi and Manarat Al Saadiyat – and let us tell you, you won’t regret it.
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