Museum culture is not part of UAE culture. Even when UAE citizens travel to museum cities like Paris, London or New York, they’re not motivated to visit these cities' acclaimed art collections.

Because of its novelty, and it’s ‘first in the region’ appeal, Louvre Abu Dhabi’s grand opening successfully attracted visitors. But soon after, the museum became another landmark for tourists to visit, not a place for residents to continuously return to for inspiration or entertainment.

How could we convince local audiences/non-museum-goers that art and museums are far from outdated and boring, they’re actually fascinating and full of stories everyone can enjoy?

We set out to prove Louvre Abu Dhabi isn’t a traditional – or predictable – museum.

Coupling creativity with technology, we merged billboards and radio – two ‘outdated’ media –into one innovative experience: 'Louvre Abu Dhabi Highway Gallery'.

As commuters drove down the E11, they encountered Louvre Abu Dhabi’s masterpieces like never before: on 9-metre-high billboards outside their windows and through 30-second stories of each artwork from the museum audio guide, directly to people’s car radios.

We decided to create interest by offering a sneak peek into all that’s being missed. We wanted to disprove false assumptions about museums, and give everyone a reason to care about, and visit, this 21st century museum.

Knowing more than 12,000 people drive the Dubai-Abu Dhabi E11 highway every day, listening to their radios but without much to look at, we decided to use the highway and the radio to provide a surprising first-look into the museum. But we had to use them in a way that would reflect the nature of Louvre Abu Dhabi: contemporary; creative; a new perspective on art and humanity.

We developed the first ever radio-guided 'Highway Gallery', or the world-most-innovative and interesting museum esplanade. As commuters approached 9-metre-high billboards displaying masterpieces from the museum’s collection, their radios immediately broadcast 30-second stories about each artwork, proving just how interesting – and accessible – art really is.