They say billboards are dead. But, they also say an average of 12,000 people commute every day between Dubai and Abu Dhabi. They all pay attention to the landscape and it's a perfect opportunity for outdoor disruption.

Here’s how it worked:

The museum’s iconic masterpieces were reproduced in giant frames and placed along the highway leading from Dubai to Abu Dhabi.

Next, each artwork was fitted with a solar-powered FM transmitter that synchronized the frequencies of the UAE’s top three radio stations’ with the museum audio guide.

And anyone who wanted to engage had the choice to tune in.

When approaching each artwork’s’ radio perimeter, drivers and passengers experienced the masterpieces like never before: right outside their windows, but also through an engaging story behind each piece, instantly broadcast through their car speakers.

Intercity buses, taxis, and car rentals also supported the project.

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How could we convince local audiences/non-museum-goers that art and museums are far from outdated and boring, they’re actually fascinating and full of stories everyone can enjoy?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

Coupling creativity with technology, we merged billboards and radio – two ‘outdated’ media –into one new innovative experience.

The museum’s masterpieces were reproduced in giant frames and placed along the highway leading from Dubai to Abu Dhabi.

For each artwork, a customized FM transmitter powered by solar panels was installed; and in partnership with the capital’s municipality, the UAE’s top three radio stations (ClassicFM 91.6 FM, Radio One 100.5 FM, and Emarat FM 95.8 FM) the museum audioguide was triggered into their frequencies. The jammer synchronized and intercepted the car radios, triggering the audio guide. The bumper powered the waves to a customized 800 m radius.

Anyone who wanted to engage had the choice to tune in.

When drivers approached a billboard, the artwork’s FM device synchronized and intercepted their car radios, triggering the Louvre Abu Dhabi audio guide. Instantly, a story behind the piece would broadcast through their speakers.