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Bawadi Mall, the largest in the city of Al Ain, is bringing a slice of ‘La Rambla’ Street of Barcelona, Houston Street and the Bowery in New York City to Al Ain from October 2 to 18, 2014, through Human Statues, Spray Painting, portraits, caricatures and others that will spring up at the mall as part of the Street Art theme.
Adopting the‘edutainment’ approach, the campaign aims to generate public interestin non-conventional and non-traditional art, as a follow-up to a series of shopping campaigns, raffle draws and folklore dance shows during the summer.
The new campaign forms part of Bawadi Mall’s focus on providing strong value-addition to residents of Al Ain and tourists, thus enhancingtheir shopping experience.
“The northwest wall at the intersection of Houston Street and the Bowery in New York City has been the focal point of artists since the 1970s.So we decided to bring recreate that experience here in our mall forart enthusiasts,” says Bassam Saleh, Marketing Manager, Bawadi Mall, “This follows our highly successful recent campaigns that drew more than 5,786,903 visitors, between March and September 2014.”
The artworks at the mall use ‘art provocation’as a way to raise awareness of social issues, while others present socially relevant content infused with esthetic value.
“Artists who choose streets as their gallery often do so out of a desire to communicate directly with the public at large, free from perceived confines of the formal art world,” added Saleh.
“As the largest mall in Al Ain city and a popular destination for visitors and tourists, we devise infotainment campaigns that attract the whole family in an ideal shopping environment. We innovate through various initiatives that are welcomed by the multi-national and the multi-cultural community of the UAE,” concluded Saleh.
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