Dubai Says Marhaba To New Era Of Art As Theatre Of Digital Art Opens At Souk Madinat Jumeirah

Dubai ushered in a new era of fully immersive interactive art today, as Her ExcellencyHala Badri, Director General of Dubai Culture and Arts Authority (Dubai Culture), officially inaugurated the emirate’s all-new Theatre of Digital Art (ToDA), a permanent addition to Souk Madinat Jumeirah which will officially open to the public on Tuesday October 13.

The highly anticipated opening of the biggest digital art space in Dubai enhances the world-class portfolio of attractions at Souk Madinat Jumeirah, already renowned as one of the city’s most diverse art and cultural destinations.

As a fully immersive art, education and multi-media entertainment hub covering 1,800 sqm, ToDA utilises a unique combination of pioneering advanced technologies and clever storytelling to deliver interactive art, culture and science experiences. Bringing together three digital art format presentations – multimedia exhibitions, virtual reality (VR) and interactive exhibits for children – ToDA is poised to host a year-round calendar of iconic art shows.

ToDA can accommodate up to 500 visitors, but to align with Dubai-wide health and safety guidelines, it will begin operations at a reduced maximum capacity of 120 visitors with regular facility-wide sanitisation programmes.

As the government entity responsible for maintaining Dubai’s rich heritage and nurturing creative talent, Dubai Culture is an important supporter of the Theatre of Digital Art Dubai. Speaking at the inauguration, HE Hala Badri said:“The Theatre of Digital Art Dubai represents a milestone art experience unlike any other in the Arabian Gulf. In line with our strategic aim of bringing together the best of innovation and creativity in preparation for a more digitised future, ToDA is offering an interactive and immersive experience that blends the latest technology with the traditional art of theatre. Contributing to our overarching goal of embracing the use of new-age solutions within the arts and culture space, ToDA will also serve as an important destination to strengthen and diversify the emirate’s arts and culture sectors as well as empower the creative industries.”

Selected works depicting diverse modernist movements such as Impressionism, Post-Impressionism, Cubism, Pointillism, and Expressionism are on large-scale display at the theatre, including Munch’s Scream, Van Gogh’s Starry Night and Blossoming Almond Tree, and Monet’s Water Lilies.

As a sensory experience art space, ToDA’s VR space incorporates 3D, Virtual Reality and Augmented Reality, including a range of inspiring, entertaining, and educational activities – from painting masterclasses where visitors can bring famous artworks to life, to unique artifacts and immersive experiences.

ToDA’s interactive exhibit for kids is a specially designed art space featuring multi-dimensional spaces with secret passages and portals to magical worlds. Entry to this art space is free-of-charge for ToDA visitors.

As part of Souk Madinat Jumeirah, which offer a modern glimpse of Arabia through a blend of art, culture and entertainment, ToDA’s visitors will benefit from the destination’s diverse F&B portfolio of more than 25 restaurants and cafes with many, including Italian favourite Trattoria, cooking up art-inspired special menus.

ToDA Dubai is open daily from 12 noon to 11pm. For further information on the theatre’s engaging exhibits, ticket prices, shows and more, follow ToDA on social media @todadubai or visit www.toda.ae. And don’t forget to #ToDADubai.

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