Theatre of Digital Art (ToDA) Opens at Souk Madinat Jumeirah

Dubai ushered in a new era of fully immersive interactive art today, as Her Excellency Hala Badri, Director General of Dubai Culture and Arts Authority (Dubai Culture), officially inaugurated the emirate’s all-new Theatre of Digital Art (ToDA), a permanent addition to Souk Madinat Jumeirah which will officially open to the public on Tuesday October 13.

The highly anticipated opening of the biggest digital art space in Dubai enhances the world-class portfolio of attractions at Souk Madinat Jumeirah, already renowned as one of the city’s most diverse art and cultural destinations.

As a fully immersive art, education and multi-media entertainment hub covering 1,800 sqm, ToDA utilises a unique combination of pioneering advanced technologies and clever storytelling to deliver interactive art, culture and science experiences. Bringing together three digital art format presentations – multimedia exhibitions, virtual reality (VR) and interactive exhibits for children – ToDA is poised to host a year-round calendar of iconic art shows.

ToDA can accommodate up to 500 visitors, but to align with Dubai-wide health and safety guidelines, it will begin operations at a reduced maximum capacity of 120 visitors with regular facility-wide sanitisation programmes.

As the government entity responsible for maintaining Dubai’s rich heritage and nurturing creative talent, Dubai Culture is an important supporter of the Theatre of Digital Art Dubai. Speaking at the inauguration, HE Hala Badri said: “The Theatre of Digital Art Dubai represents a milestone art experience unlike any other in the Arabian Gulf. In line with our strategic aim of bringing together the best of innovation and creativity in preparation for a more digitised future, ToDA is offering an interactive and immersive experience that blends the latest technology with the traditional art of theatre. Contributing to our overarching goal of embracing the use of new-age solutions within the arts and culture space, ToDA will also serve as an important destination to strengthen and diversify the emirate’s arts and culture sectors as well as empower the creative industries.”

ToDA’s premiere exhibition, titled ‘From Monet to Kandinsky, Revolutionary Art’, is a first-of-its-kind presentation of classical art in digital format. The multimedia show has a duration of 45 minutes, and features the most important art movements of the late 19th and early 20th centuries, showcasing masterpieces by art world icons including Vincent Van Gogh, Claude Monet, Wassily Kandinsky, Georges Seurat, Paul Cézanne, Edvard Munch, Juan Gris, Robert Delaunay and Paul Klee.

“The Theatre of Digital Art Dubai brings a new era of art and entertainment to Dubai,” said Gabriel Afrim, General Manager at ToDA, part of the team responsible for bringing the first-of-its-kind experience to Dubai. “It offers something special for Dubai’s many art enthusiasts, and this truly engaging experience will delight families and individuals eager for culture and entertainment. We believe the Theatre of Digital Art Dubai will reinforce Souk Madinat Jumeirah’s already diverse cultural offering.”  

Selected works depicting diverse modernist movements such as Impressionism, Post-Impressionism, Cubism, Pointillism, and Expressionism are on large-scale display at the theatre, including Munch’s Scream, Van Gogh’s Starry Night and Blossoming Almond Tree, and Monet’s Water Lilies.

As a sensory experience art space, ToDA’s VR space incorporates 3D, Virtual Reality and Augmented Reality, including a range of inspiring, entertaining, and educational activities – from painting masterclasses where visitors can bring famous artworks to life, to unique artifacts and immersive experiences.

ToDA’s interactive exhibit for kids is a specially designed art space featuring multi-dimensional spaces with secret passages and portals to magical worlds. Entry to this art space is free-of-charge for ToDA visitors.

As part of Souk Madinat Jumeirah, which offer a modern glimpse of Arabia through a blend of art, culture and entertainment, ToDA’s visitors will benefit from the destination’s diverse F&B portfolio of more than 25 restaurants and cafes with many, including Italian favourite Trattoria, cooking up art-inspired special menus.

ToDA Dubai is open daily from 12 noon to 11pm. For further information on the theatre’s engaging exhibits, ticket prices, shows and more, follow ToDA on social media @todadubai or visit www.toda.ae. And don’t forget to share your experience using #ToDADubai.

Boxout – Ticket prices and packages:

• AED45 entry for children (3-15 years of age)
• AED75 entry for adults
• Children below three go free of charge
• VR room experience is priced at additional AED25 for the regular ticket holder
• AED 75 for VIP children’s ticket
• AED 150 for VIP adult ticket, inclusive of soft drinks

To celebrate the opening of ToDA, we are giving away three pairs of standard tickets + VR room experience.

Simply tell us which artist you would like to see the most in the comments and follow @TodaDubai and @Arte8Lusso on instagram

Good luck!