Dubai Sikka Arts Festival

Challenge

Sikka Art and Design Festival, Dubai’s flagship celebration of local art, faced low footfall. Many potential visitors felt the festival’s location in Old Dubai was too far and weren’t motivated to make the trip.

Ask

Develop a citywide campaign to promote the festival and increase footfall through bold, captivating visuals and messaging.

Action

As a team, we developed the “Art Has a Way” campaign, a figurative and literal play on words. I led the art direction, which strategically utilized maps to highlight quick, easy routes to the festival, making art feel accessible from anywhere in the city. The visuals reflected the city’s vibrancy and the festival’s artistic spirit.

Result

The campaign significantly boosted footfall, attracting a wider, more diverse audience. It revitalized awareness of the festival and enhanced the visitor experience