When the Louvre hits the road

Motorists could fill up on culture when masterpieces from the new Louvre Abu Dhabi lined the highway

The Louvre Abu Dhabi symbolizes the desire of the Emirate’s rulers to ensure that their country is a prime destination for culturally minded travellers. To mark UAE Innovation Month, a giant exhibition promoting the museum appeared beside the E11 highway. But the billboards lining the road between Dubai and Abu Dhabi not only displayed the museum’s artworks – they could talk about themselves, too. In fact, if drivers tuned in to any of the three leading radio stations in the region, they could hear 30 seconds of explanation each time they approached a masterpiece. Helping them to appreciate culture while priming them to visit the museum for more.