Dubai Culture and Arts Authority has just delivered one of the most interesting public format experiments in the UAE this season: Al Marmoom The Living Wild, a drive through photography exhibition inside the Al Marmoom Desert Conservation Reserve.

The physical edition welcomed more than 10,000 visitors over ten days, and the project now continues as a virtual edition available until 18 March 2026. The online experience lets audiences explore the photographs remotely and adds interactive layers built with augmented reality.

If you work in art fairs, festivals, exhibitions, or cultural programming, this project is worth paying attention to because it shows how to combine place, storytelling, sustainability, and visitor friendly tech without forcing audiences into a traditional gallery setting.

What is Al Marmoom The Living Wild?

Al Marmoom The Living Wild was designed to spotlight the natural beauty, biodiversity, and cultural value of Al Marmoom Desert Conservation Reserve.

The exhibition presented 24 photographs documenting wildlife in the reserve, including animals and birds that live in this protected environment. Instead of a classic indoor show, the exhibition invited visitors to experience the artworks from their own vehicles, turning the route through the reserve into a curated cultural journey.

Dubai Culture produced the exhibition in collaboration with Ali Khalifa bin Thalith, Secretary General of the Hamdan bin Mohammed bin Rashid Al Maktoum International Photography Award.

Why the drive through format worked

1) It removed friction for visitors

Drive through exhibitions are accessible by design. They remove common barriers such as long queues, heat exposure, mobility constraints, and the commitment of a full gallery visit. Families and mixed age audiences can participate easily, and visitors can experience the show at their own pace.

2) The location became part of the artwork

This was not photography placed in a neutral space. It was wildlife photography shown in a wildlife environment. That makes the experience feel more authentic and emotionally direct, and it strengthens the sustainability message without needing heavy explanation.

3) It created a clear safety and logistics flow

A drive through concept only works when logistics are handled carefully. The exhibition design considered traffic flow and comfort so visitors could view the artworks safely without disrupting the reserve’s sensitivity.

The virtual edition: extending reach beyond the ten day window

The physical edition was intentionally limited in time. The virtual edition solves the most common issue in outdoor cultural programming: once the activation ends, visibility drops fast.

The online version keeps the project discoverable for audiences who missed the drive through run and creates a longer tail for schools, tourists, and media. Most importantly, the virtual edition adds interactive features built around augmented reality, turning it into an experience rather than a simple photo archive.

Virtual exhibition link:
https://app.almarmoomthelivingwild.ae/

QR codes, AI video, and AR: when tech actually makes sense

Visitors could scan QR codes to access extra information about the animals, including interactive videos produced using artificial intelligence.

This is the practical lesson for art fairs and festivals: digital layers work best when they answer real questions in the moment.

Instead of pushing generic marketing, the content should deepen understanding. For example:

• What species is this

• Why does it matter to Al Marmoom

• What can visitors do to protect habitats

• How does the image connect to the place around them

When the digital layer is educational and immediate, it increases engagement and makes visitors stay longer, share more, and remember the experience.

The community competition: prizes that fit the concept

Dubai Culture also ran a public competition linked to the exhibition, rewarding winners with photography and exploration aligned prizes.

This is a strong example of how to add a participation layer without it feeling random. The competition supports the core themes of the project: nature, photography, discovery, and learning.

What art fair organizers can learn from this project

Think in hybrid formats from the start

Many events still treat digital as an add on. Al Marmoom shows a more modern approach: build the physical activation and the digital extension as one project, so the content keeps working after the doors close.

Make place based storytelling your advantage

GCC cultural programming has a huge opportunity: spectacular locations and strong identity. When the environment is part of the narrative, the visitor experience becomes harder to copy and more memorable.

Use technology only where it increases clarity or emotion

Augmented reality and AI content can be powerful, but only if it supports the visitor journey. If it feels like a gimmick, people disengage quickly. If it enriches meaning, it becomes a shareable moment.

Why this matters for the UAE and the wider GCC cultural scene

Al Marmoom The Living Wild signals a clear direction:

• Cultural authorities are investing in format innovation, not just content

• Sustainability is being communicated through real experiences, not just statements

• Audience engagement is being designed intentionally, with education and interaction built in

This is not just a photo show in the desert. It is a blueprint for how to activate place, tell a story, and extend impact digitally.

FAQ

Is the virtual exhibition still available

Yes. The virtual edition is accessible until 18 March 2026.

How many photographs are included

The exhibition features 24 photographs documenting wildlife in Al Marmoom Desert Conservation Reserve.

Where can I access the virtual edition

https://app.almarmoomthelivingwild.ae/

Work with The Art Fair Guy

If you are planning an art fair, festival, public art activation, or a brand backed cultural experience in the UAE or wider GCC and want a concept that combines curation, visitor flow, partnerships, and digital engagement, I can support you with strategy, format design, and a practical operational roadmap.