DUBAI—There are many ways for hotels to transport guests around their property; ordinarily, shuttle buses or golf carts are the usual go-to methods. Jumeirah Group in Dubai uses six-seated golf buggies to transport their guests, but these modes of transportation are anything but ordinary.
In a recent partnership with Brand Dubai and Dubai Culture, the luxury hotel company worked with a group of female Emirati artists and a United Arab Emirate-based male artist to create 101 luxury golf buggies to transport guests between the mile of private beach connecting the four hotels that comprise the Madinat Jumeirah resort: Burj Al Arab Jumeirah, Madinat Jumeirah, Wild Wadi Waterpark and Jumeirah Beach hotel. The artwork on the buggies was inspired by the heritage and culture of Dubai.
Jumeirah Group’s Madinat Jumeirah resort unveiled 101 golf buggies designed by local artists. Designs include a camel and henna hand, meant to bring out the culture of the city.
“Forming a partnership with Dubai Culture and Brand Dubai, we’ve worked with some extremely talented artists to deliver artistic concepts inspired by the traditions of the country. The result is a unique experience that brings a combination of contemporary art and the heritage of the country to our guests,” said Margaret Paul, GM, Madinat Jumeirah.
Garia, a Danish manufacturer, designed the 100% electric buggies, which are also powered with the use of 39% wind turbine. “With a beach stretching more than a mile, our new fleet of luxurious, six-seater golf buggies offer guests the chance to travel around Madinat Jumeirah, Burj Al Arab Jumeirah and Jumeirah Beach Hotel, in ultimate comfort and style,” Paul said.
The concept was inspired by an article in the Financial Times that asked if art could be the Arab world’s first female-dominated industry. That is when Sandra Farrero, director of marketing and communications, Madinat Jumeirah, linked up with the Dubai Culture and Arts Authority to put wheels on the project. Originally, Farrero hoped that at least a few female artists would be selected for the project. In the end, it was mostly women who were chosen.
Each buggy design sheds light on Dubai’s thriving art scene, according to Farrero. Madinat Jumeirah has been a primary sponsor of Art Dubai since its inception, making the resort a qualified launching pad for such a program. Farrero also pointed out that Jumeirah Al Naseem, which is slated to open in Dec. 2016, features artwork by Emirati sculptor Mattar bin Lahej.
About their collaboration with Brand Dubai and Art Dubai, Farrero said, “We are certain that this won’t be a “one off,” but rather a continued partnership going forward. So far, it’s been a real win-win because we have all benefited from the interest the media has shown in the project and collaboration. More importantly, the artists have achieved a degree of exposure that we are delighted about. We aim to place a call to local artists again during art season in Dubai in March for new designs that will be then applied to the buggies. The idea is to do this on a yearly basis.”
For the Jumeirah brand, this artistic connection reinforces its core mission to deliver guests a culturally connected experience. “Jumeirah’s brand promise across all its hotels is ‘stay different,’ which aims to ensure guests have innovative and exhilarating experiences in culturally connected environments through thoughtful and generous services. The Jumeirah buggy project meets the three pillars of the brand promise,” Farrero explained. “Guests enjoy riding these ultra luxurious Garia buggies, which are also owned by sports celebrities across the globe; the designs are all culturally connected as they relate to Dubai.”
A cultural connection to Dubai can be seen in the Arabic calligraphy of the three words used by Sheik Mohammed in his hand sign: victory, love and win. Other buggies show the local fish of the UAE; women in traditional dress; a pair of henna hands; and a camel pattern. “Our buggy drivers tell the stories behind each design,” Farrero said of the knowledgeable tour guides.
“Many guests have their pictures taken with the buggies. They post the photos on their and our social media channels. And they also ask the drivers questions about what the designs mean and this delivers interesting conversations and a greater knowledge of the destinations they are visiting,” Farrero noted.
The artwork is a collaboration of the following artists: Sheikha Wafa Bint Hasher Al Maktoum, Eman Al Raesi, Hessa Al Awadhi, Sheikha Bin Dhaher and Majid Alyousef, who is a Saudi man. One of the artists drew her inspiration from the exploration and relationships among shapes, while a mixture of pop surrealism and cubism inspired another artist. The artist Eman Al Raesi finds inspiration in local UAE women and artists, including Matisse, Picasso and Van Gogh.
The buggies fulfill commitments in Dubai Plan 2021, which aims to empower six parts of society in the city, including the people, society, experience, economy, government and the city. Jumeirah’s buggy plan also spotlights Dubai as a creative and artistic community, according to Moza Suwaidan, director of projects and events, Dubai Culture and Art Authority.
More evidence of Dubai’s commitment to art is a speech that Shaikh Mohammad Bin Rashid Al Maktoum, UAE VP, Prime Minister and Ruler of Dubai, delivered in May 2014, calling for Dubai to become an open-air art gallery after he launched “Dubai speaks to you.” The project was created in partnership with the Government of Dubai’s Media Office and Brand Dubai, which was the inaugural project of the office. HB
