From Screens to Canvases: Elevision and Dubai Design District Launch FADA’, A New Benchmark Exhibition Showcasing Where Art Meets Technology in Urban Life

(MENAFN- Alto ) 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.

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