The #WOWJBR campaign launched in November 2017 has transformed the promenade at Jumeirah Beach Residence (JBR) into an immersive celebration of street art, live performances and other entertainment to wow visitors of all ages.
The area has a festive ambience with delightful decorations such as illuminated clouds floating above the walkways, moon-shaped swings for children, colourful foam benches and seats shaped like spinning tops along the walkways, a canopy of star-shaped lighting, giant chalkboard murals and a stream of ribbons that lights up in the night, dancing in the sea breeze.
During this 24-week project that runs until the end of April, the 1.7 km promenade at JBR will come alive every weekend with live performances by popular bands, fun activities for children, open air film screenings, fun fitness challenges, playful graffiti and installations by well-known street artists and much more.
Juma Bin Darwish, Senior Executive Director Retail & Hotel Asset Management, Dubai Properties says, “We are committed to creating, managing and bringing to life unique destinations. JBR, which is Dubai’s first beach front destination is home to over 180 boutiques, cafes, restaurants and luxury hotels, and it attracts over 12 million visitors annually. The #WOWJBR campaign is designed to engage the entire community and to offer regular visitors a novel experience that will encourage them to explore it with a renewed sense of wonder. Over the next four months, JBR visitors and residents can expect a sensory explosion of visual extravaganza, edgy installations and dynamic entertainment acts.”
An artwork that is attracting a lot of attention is ‘Exploration of Colour’ by Myneandyours. The Dubai-based British street artist is well-known for his murals featuring his signature ‘cloud’ motif seen on walls around the world and in the UAE. But for #WOWJBR he has created something different.
It is an installation located in the middle of a roundabout, featuring three striped cylindrical structures, the tallest being four metres high, painted with geometric forms in bright colours. The artist has also created other works for the campaign that include global graphics such as angel wings and a dumb-bell. These are rendered with a local twist featuring the JBR skyline and Arabesque patterns within the forms, and visitors have been lining up to have their pictures taken as winged angels and super-fit weightlifters.
Myneandyours, whose real name is Marwan Shakarchi, is of Iraqi origin, and was born and raised in London. He moved to Dubai five years ago because he felt that in this city he could be involved in the creation of a culture rather than just being part of a well-established one. His imaginative projects across the UAE include a monumental mural in Sharjah featuring his cloud motif; a ten-metre high mural in Academic City showing a little girl on a swing in the sky; and an underground car park in d3 that he has transformed into an immersive, magical universe filled with celestial bodies, space ships, space explorers, hundreds of clouds and thousands of stars.
Myneandyours spoke to the Weekend Review about his participation in #WOWJBR. Excerpts:
What is the concept behind ‘Exploration of Colour’?
This work is a rendering of organised shapes versus random forms using gradient colours. I used strong colours because they appeal to both children and adults, and I wanted viewers to feel the bright colours and elicit emotion from the visual. I called it Exploration of Colour because I relied heavily on the mix of colours and gradients to bring the piece to life. The work reflects the ambience and vibe of JBR as a lively, fun-filled place that brings families and friends together. It complements the feel and installations around the venue, and since it is part of #WOWJBR the colours are meant to bring an element of wow.
Why did you choose this location in the middle of the roundabout?
For me, the element of surprise is an integral part of street art. Any artwork or installation should be unexpected and entice a reaction from the audience — and the location of an artwork contributes to this. The work has been placed at the roundabout near the Shams buildings by the Sheraton hotel. As you turn the corner, you are shocked to see something that is not supposed to be there, and this influences the way people perceive and think about things, which fulfills the purpose of street art.
What do the cylindrical structures signify?
We wanted to create a fluid art piece and the cylindrical structures was something unique and new to try. However, it was a challenge to work with the structure as my canvas was made of fabric with gaps within them. The shape has no particular significance — it simply worked well with the rest of the installations across the destination.
Why is your cloud missing here?
I have incorporated my signature cloud motif into the chalkboard style installations that I also created for this campaign, but I did not quite feel the need to bring it in to this piece.
What is the concept behind the other installations?
These were inspired by global graphics such as angel wings and dumbbells with elements within the forms that bring a local touch to the pieces. They are independently installed as interactive moments for visitors to capture photos, and create a fun artistic frame for ‘insta-moments’ to be shared across the social spectrum.
What reaction do you hope for from the public?
I want my work to appeal to people and the bright colours to stir some emotions in them. Whenever people look at my work and take a moment to wonder and think, then its purpose is fulfilled.
Why do you call yourself Myneandyours?
Because who I am is not important, what really matters is the story I am telling. Creating under this name is a way of removing myself from the work. It says that I am taking inspiration from our experiences by telling a story that I feel is mine and giving it back so it becomes yours.
Jyoti Kalsi is an arts-enthusiast based in Dubai.
#WOWJBR will run at JBR in Dubai until April 30.
