All-new Theatre of Digital Art Dubai (ToDA Dubai) and Amphitheatre performance space will be key features of the art renaissance taking place at the 21st century souk

Dubai, UAE: 17 February, 2020 – The newly renovated Souk Madinat Jumeirah, an authentic Arabian bazaar by Dubai Retail which recreates the traditional Middle Eastern marketplace through distinctive architecture, commercial exchange and lively cultural entertainment, will transform its entertainment offering with the launch of the new Theatre of Digital Art Dubai (ToDA Dubai) and a new performance space at the Souk Madinat Amphitheatre.

Souk Madinat Jumeirah has partnered with Vision Multimedia Projects to launch ToDA Dubai in a move which will transform its former performing arts space, while also partnering with Park Lane Live to activate its stunning waterside Amphitheatre performance space which will offer an impressive array of entertainment all year round, including community theatre and live performances.

Nicola Walsh, Marketing Director at Dubai Retail, said: “Souk Madinat Jumeirah is an iconic destination that continues to connect visitors with a traditional Arabian experience blended with a modern glimpse of the past. It is also a destination which provides a full array of entertainment, and the new Theatre of Digital Art Dubai and Amphitheatre performance space will add to the destination’s rich cultural offering.”

The collaboration with the well-known European digital production house, Visual Multimedia Projects, further evolves one of the city’s most celebrated attractions to reflect the UAE’s long-term vision to be a global arts hub, by creating a modern stage for digital art – an increasingly mainstream style in the international art world.

Renowned globally for multi-sensory, multi-media immersive exhibitions, Vision Multimedia Projects brings together pioneering advanced technologies and clever storytelling for an interactive experience in culture, art and science. ToDA Dubai, set to open in the first quarter of 2020, will combine all three formats of digital art: multimedia exhibitions, contemporary immersive installations and art in virtual reality to become an art, education and entertainment cluster.

As part of Souk Madinat Jumeirah’s commitment to the preservation of UAE heritage and culture, the amphitheatre will regularly host a range of entertainment for all ages including community theatre productions, shows, live performances, movie nights, festivals and special calendar-themed content throughout the year.

The news follows the launch of an immersive art project – Souk Seven – designed to narrate the rich cultural heritage of the Emirates through an ongoing collection of artworks and installations created by seven renowned UAE-based artists, transforming the 21st century souk into a living canvas. The theatre, amphitheatre and art project all build on Souk Madinat Jumeirah’s standing as one of Dubai’s most iconic leisure and entertainment-led retail destinations, providing local and international visitors with an authentic cultural experience.

The Dubai Retail destination features more than 25 restaurants and cafes in a sophisticated range of F&B choices, various entertainment activities and nightlife options, and a selection of boutiques and shopping experiences. The Souk’s holistic retail and experience portfolio offers visitors a modern take on the past by pairing Arabic culture with modern facilities and features.

Here’s a first look at Theatre of Digital Art Dubai:


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