This interview was first published in Shawati’ issue 62

Her Excellency Hala Badri, Director General of Dubai Culture and Arts Authority. © Dubai Culture.

In April 2019, Her Excellency Hala Badri was appointed as the Director General of Dubai Culture and Arts Authority [Dubai Culture] by a royal decree from His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, following more than 20 years upon an impressive path across dynamic business sectors critical to the UAE’s economic development: telecommunications, oil and gas, media and real estate. Since taking over that vital role, Her Excellency has paved the way for a cultural revolution across the city, which, most recently, has taken hold in the announcement of Al Quoz Creative Zone - a new hub for creative businesses, including those involved in the visual arts, cinema, music and cultural heritage.

The master plan provides a comprehensive blueprint for developing the community infrastructure; public services and spaces; and artistic ambience. The project, which will be completed in 2025, aims to create a supportive ecosystem that eases the journey of creatives and entrepreneurs through all stages of the creative industry value chain - from design and implementation to distribution and marketing. There will be an improvement of transport networks, wayfinding and signage and it will be pedestrian friendly. Government support also extends to ameliorating visa services, banking support for freelance workers, licencing facilitation and speedy approvals for tenant’s proposals for ambitious and artistic projects. Dubai Culture also provided the opportunity for artisans, creatives and manufacturers in Al Quoz to apply for the long-term cultural visa approved by His Highness Sheikh Mohammed bin Rashid Al Maktoum, in 2019. The overall aim of Al Quoz Creative Zone, which also falls under the Dubai Creative Economy Strategy, is to transform Dubai into a global capital for the creative economy. This is one of the most prominent projects that fall within the framework of Dubai Culture’s commitments to cement the emirate’s position on the cultural and artistic scene globally.

HE Hala Badri at the Reading Box initiative at City Centre Mirdif. © Dubai Culture.

Here, Her Excellency gives an exclusive interview to Shawati’ Magazine, in which she shares her insight and knowledge about this project specifically and the wider vision as a whole.

What is the main strategic aim for launching Al Quoz Creative Zone?

Over the past years, Al Quoz has organically transformed to one of the beating hearts of Dubai’s creative scene, contributing to enriching the cultural scene in the emirate with creativity and innovation. Hence, Al Quoz Creative Zone is set to provide an integrated creative ecosystem that meets the requirements of creatives and entrepreneurs wishing to invest in the various cultural and creative industries and enhance its value as a regional and global hub for talent to work, live, and thrive in.

HE Hala Badri visiting Downtown Design 2022. © Dubai Culture.

The Dubai Creative Economy Strategy, as well as the development of Al Quoz Creative Zone as a pilot strategic project, and the future roll-out of other integrated creative zones within the emirate in the coming years will have a great impact in supporting the sector’s health and promoting the attraction of more creative companies, entrepreneurs and capital working in this field.

Dubai Culture is intensifying its efforts in cooperation and integration with its partners at the local and global levels to sustain the health of the cultural and creative sectors in the emirate and in Al Quoz Creative Zone, specifically.

The Dubai Creative Economy Strategy, as well as the development of Al Quoz Creative Zone as a pilot strategic project, and the future roll-out of other integrated creative zones within the emirate in the coming years will have a great impact in supporting the sector’s health and promoting the attraction of more creative companies, entrepreneurs and capital working in this field.

Dubai Culture is intensifying its efforts in cooperation and integration with its partners at the local and global levels to sustain the health of the cultural and creative sectors in the emirate and in Al Quoz Creative Zone, specifically.

HE Hala Badri with Saeed Bin Kharbash at Downtown Design, 2022. © Dubai Culture.

This was launched in 2021, what progress has there been on this plan since then?

We have recorded an 82 per cent increase in the number of creative licences issued since the creative journey’s establishment in October 2021. This affirms our commitment to streamlining the procedures and reducing the number of steps needed for creatives to issue their licenses.

Our infrastructure development projects are well underway and we have had a number of creative-led events and open days, to introduce the creative community to the ongoing development of the zone, demonstrating what creative activities can be provided for at each step, while bringing creatives together to understand more about the creative zone and understand their requirements.

The Higher Committee has also approved the project’s master plan that provides a comprehensive blueprint for developing the community infrastructure; public services and spaces; and artistic ambience of the Zone over the next four years.

Driven by a pioneering vision, Al Quoz Creative Zone features a unique schematic plan that allows the provision of flexible spaces that take into account profitability and f lexibility and achieve the vision of Al Quoz Creative Zone by accommodating all the different creative activities and other supportive spaces within an integrated and supportive environment that guarantees living and co-working facilities for investors and creatives.

JBM Studios at Al Quoz Creative Zone. © Dubai Culture.

The Zone is built for artists, but will also become a residential a rea. What are the procedures in place to change the infrastructure in the area?

The master plan, including the transportation and access elements, is key to this. We have steered to increase the public transport for the area, improve signage and mobility, including wide-ranging pedestrianisation implementations and integrate important accessibility features, like scooter and bicycle hubs and distinguishable buses.

The master plan will ensure the provision of 2,900 affordable housing units for creatives and extensive public spaces designed for hosting events and activities. Public spaces will be highly interactive with unique entertainment activities and attractions located in outdoor spaces and along pathways equipped with entertainment and attractions, and public spaces for rest, recreation, social events, and artistic displays. In close coordination with key stakeholders, preliminary plans have been drawn for technical infrastructure networks required for the smooth functioning of the Zone. Al Quoz Creative Zone will facilitate easy and flexible mobility for pedestrians and a unique open-air ambience for community activities.

HE Hala Badri at the opening of Emirati photographer and filmaker, Ali bin Thalith’s solo exhibition “The Ocean’s Gems!” at Khawla Art Gallery at d3 Dubai. © Dubai Culture.

Will Dubai Culture also be supporting artists and freelancers in securing residency visas and the necessary paperwork to be able to work in the city?

One of the most celebrated introductions made to Dubai has been the cultural visa. It has given creatives the ability to make Dubai their home and produce work that contributes to a thriving artistic scene and allows artists to support themselves in the city of the future.

Dubai Culture empowers them and opens horizons of creativity for them to develop their capabilities and projects in an environment rich with integrated and high-level systems.

We also support creatives in various aspects, including obtaining licences within seven minutes, opening bank accounts, building online presences and finding workspaces, all of which are under the creatives’ journey and creative offerings we provide in collaboration with various partners, including Dubai’s Department of Economy and Tourism, Commercial Bank of Dubai, Zoho, LinkedIn, Letswork, Hayi app and many more.

HH Sheikha Latifa bint Mohammed bin Rashid Al Maktoum headed the meeting of the Higher Committee members, HE Mattar Al Tayer, Director-General, Chairman of the Board of Executive Directors of the Roads and Transport Authority [RTA], Vice Chairman of the Committee; HE Lieutenant-General Abdullah Khalifa Al Marri, Commander-in-Chief of Dubai Police; HE Dawoud Al Hajri, Director General of Dubai Municipality; HE Helal Saeed Almarri, Director General of the Department of Economy and Tourism [DET], Director General of Dubai World Trade Centre Authority; HE Hala Badri, HE Hamad Obaid Al Mansoori, Director General of Digital Dubai; HE Mona Al Marri, Director General of the Government of Dubai Media Office [GDMO]; and HE Hesham Abdullah Al Qassim, CEO of Wasl Asset Management Group [Wasl AMG] of the Al Quoz Creative Zone Development Project and approved the master plan for the “Al Quoz Creative Zone”. © Dubai Culture.

How is Dubai Culture Authority working to attract international talent?

The cultural visa is a fairly unique proposition, and we were the first globally to launch this visa. Also, our year-on-year programme of events, activities, showcases and festivals brings the art and design of Dubai to light vividly. This is in line with the immense investment we know is being put into shaping the future of Dubai.

We are in constant communication with Dubai’s creative community, establishing their comfort at being here and continually developing the ground so that Dubai appeals greater and greater to international talent. Dubai’s position as a popular tourist destination provides us with a platform to exhibit our strengths as an attractive city to live and work in.

The Department of Economy and Tourism and Dubai FDI are constantly at work positioning this place as an inviting city with immense opportunities for all. We work alongside these entities to ensure the Dubai creative movement takes a prominent place in this framework.

HH Sheikha Latifa bint Mohammed bin Rashid Al Maktoum and HE Matter Al Tayer at the meeting of the Higher Committee members of the Al Quoz Creative Zone Development Project and approved the master plan for the 'Al Quoz Creative Zone'. © Dubai Culture.

HE Hala Badri at the Al Quoz Creative Zone open day. © Dubai Culture.

What about public art? Will there be capacity for artists to pitch to the relevant authorities to create interactive and public art?

Artists will be able to be part of the public art movement in Dubai via our own focused initiatives and through open calls. The Public Art Strategy has opened up this city to be an artistic canvas and the collaboration in showing this to be vividly true is one that will give rise to astounding creations and a high level of interactivity.

Al Quoz Creative Zone’s master plan stipulates the creation of a vibrant cultural and creative destination that brings together diverse stakeholders, encourages the public to engage with art, culture and creativity and creates opportunities for creatives to collaborate, network, share knowledge and access learning resources.

HE Hala Badri at the Mawaheb Art Studio and Cafe, Dubai. © Dubai Culture.

Why are these kinds of opportunities vital to the growth of the overall creative economy in Dubai and the wider UAE?

One of the idea ls of the UAE and particularly the metropolis of Dubai is the aesthetic. This country stands out for fascinating and beautiful design, primarily architectural, but also artistically and via the impact on how residents feel about the place. Through a variety of mechanisms, this attractiveness brings interest, talent and investment, whereby stimulating cultural tourism is also a fundamental goal.

HE Hala Badri visiting the Dubai Institute of Design and Innovation [DIDI] graduate exhibition held at d3 Dubai. © Dubai Cultur

Katia Nounou-Boeuiz, Robbie Williams, HE Hala Badri, Ed Godrich and Hugo Cobb at the Black and White Paintings II at Sotheby’s Dubai. © Dubai Culture.

Who are the major partners in this venture and how are all aligning on this development?

There is a higher committee headed by Her Highness Sheikha Latifa bint Mohammed Al Maktoum, Chairperson of Dubai Culture & Arts Authority [Dubai Culture] and Member of the Dubai Council, with different members therein, namely: His Excellency Mattar Al Tayer, Director-General, Chairman of the Board of Executive Directors of the Roads and Transport Authority [RTA] and Vice Chairman of the Committee; His Excellency Dawoud Al Hajri, Director General of Dubai Municipality; Her Excellency Hala Badri, Director General of Dubai Culture; His Excellency Hamad Obaid Al Mansoori, Director General of Digital Dubai; Her Excellency Mona Al Marri, Director General of the Government of Dubai Media Office [GDMO]; and His Excellency Hesham Abdullah Al Qassim, CEO of Wasl Asset Management Group [Wasl AMG]. The project has a number of teams, each with a development committee attached. All committees meet with regularity and the major milestones of these gatherings are made public.

There are partners that support talents and provide offerings, including DET for the creatives’ journey on Invest in Dubai platform; LinkedIn for the e-learning initiative; Zoho for technical services that support creatives; Commercial Bank of Dubai for providing creatives with financial solutions; Hayi for networking and display of creative projects; Letswork for providing creative spaces; and GDRFA for the cultural visa.

HH Sheikha Latifa bint Mohammed bin Rashid Al Maktoum, Chairperson of Dubai Culture & Arts Authority [Dubai Culture] and Member of the Dubai Council, HE Reem Al Hashimy, Minister of State for International Cooperation and HE Hala Badri and the UAE Delegation at the International Council of Museums General Conference 2022 in Prague. © Dubai Culture.

When completed, there will be up to 33,000 visitors a day – how will this impact the economy of Dubai as a whole?

Al Quoz Creative Zone will be one of the largest communities of its kind in the world both in terms of total floor area and scale of creative activity. Land use in the Al Quoz Creative Zone will be optimised to boost creative activity within the community. When completed, the number of creatives based in the Zone is expected to increase from 900 to 20,000, while creative spaces will expand eightfold, recreational and support spaces will triple, and commercial spaces will increase by 30 per cent.

[T & B] HE Hala Badri at the Mawaheb Dubai studio that provides People of Determination with a platform to develop their life and social skills through art. © Dubai Culture.

The integrated community offers a cost-effective working and living environment for artists, professionals and entrepreneurs. The Zone will provide housing for over 8,000 people and attract 33,000 visitors per day. The distinctive identity of the Zone, combined with its diverse cultural, educational, recreational and entertainment offerings, is expected to bring visitors and tourists throughout the year.

[T & B] HE Hala Badri visiting the Dubai Institute of Design and Innovation [DIDI] graduate exhibition held at d3 Dubai. © Dubai Culture.

Increased visitor numbers fit perfectly with the goals set out in various visions and legislature. The Dubai Creative Economy Strategy aims to double the creative industries’ GDP contribution to 5 per cent of Dubai’s overall economy by 2026.

Those industries where creative minds can produce new concepts will add great power to the economy. For this we need both creatives and great interest in all of the niches within creativity. Dubai’s vision is a future financial mechanism based on knowledge and innovation. The added value of this is a sustainable economic resource that can enrich the creative industries’ ability to enhance its competitiveness in local and global markets.

Globally, how is the development of Al Quoz Creative Zone going to have an impact to the international positioning of the UAE?

We are confident that Al Quoz Creative Zone is going to edge us ever closer to being seen by the rest of the world as a cultural destination and a major talent hub, particularly for creatives.

All of the project goals, including the infrastructure, offerings and developments associated will become a benchmark and help cement Dubai’s position as a beacon of culture, creativity and innovation.

HH Sheikha Latifa bint Mohammed bin Rashid Al Maktoum headed the meeting of the Higher Committee members, HE Mattar Al Tayer, HE Lieutenant-General Abdullah Khalifa Al Marri, HE Dawoud Al Hajri, HE Helal Saeed Almarri, HE Hala Badri, HE Hamad Obaid Al Mansoori, HE Mona Al Marri, and HE Hesham Abdullah Al Qassim. © Dubai Culture

What are the plans for after 2025, is there a longerterm strategy to implement?

As the Dubai pedestal continuously rises, we shall not rest on our successes. We are firmly geared to record further achievements in line with the UAE 2031 Vision, Dubai 2040 Urban Master Plan, and UAE Vision 2071. Everything we are putting together currently fits with cementing Dubai’s position as a global centre for culture, and incubator for creativity and a thriving hub for talent as well as the global capital of the creative economy, in line with the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum.

Dubai: Global Capital for the Creative Economy, HE Hala Badri Shares her Insight and Vision