Dubai’s Executive Office, in an initiative to put the government at the forefront of innovation, approached us with an idea they needed to visualize: they wanted to turn the city’s public transport into museums, so people could be exposed to art while on the move.
Leading the design team on the project, we proposed using the highly-recognizable and iconic shape of Dubai’s metro stations as a starting point. By making those shapes abstract and geometric, we were able to deconstruct them throughout the visual system and use them as holding shapes to the artwork being showcased, mimicking what the stations would do – hold pieces of art. The Executive Office immediately signed off on the branding. The roll out was announced with tweets and Facebook posts from the Sheikh himself.