Merkle, the customer experience management firm owned by dentsu, has been appointed by the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) to lead a multi-year digital experience programme for Louvre Abu Dhabi, the company said on Monday.
Under the mandate, awarded through DCT Abu Dhabi’s Museums Shared Services division, Merkle will design, develop and maintain digital platforms for the museum as it seeks to expand its global reach and improve online engagement with audiences.
The project will include the launch of a new bilingual Arabic and English digital platform over the next three years, aimed at supporting flexible content management, evolving exhibitions and public programming, Merkle said.
“The Louvre is one of the world’s most inspiring cultural institutions, and its presence in Abu Dhabi reflects a bold vision of cultural connection and discovery,” said Andreas Skopal, chief executive of Merkle MENA, adding that the company would focus on immersive and accessible digital storytelling.
Louvre Abu Dhabi said the partnership was part of a broader strategy to enhance visitor engagement beyond the physical museum.
“This partnership marks a significant step in our mission to make Louvre Abu Dhabi more accessible to audiences globally,” said Sana Alhammadi, digital marketing manager at Louvre Abu Dhabi. “By investing in digital innovation, we are enhancing the visitor experience before, during and after their visit.”
Merkle has been expanding its digital transformation work across the Middle East and North Africa, partnering with public and private sector organisations on customer experience, user interface design and long-term platform management.
DCT Abu Dhabi oversees the emirate’s cultural institutions and tourism strategy, including museums and heritage sites positioned as part of Abu Dhabi’s efforts to build a global cultural destination.
