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.
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.
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.
