The Dubai Culture and Arts Authority (Dubai Culture) has partnered with Hala Taxis to launch the 'Soul of Dubai - Cultural Experiences' project.
The initiative aims at highlighting the artistic and cultural landmarks in Dubai.
The project is part of the #DubaiDestinations initiative launched by Dubai Culture, to focus on all the Emirate has to offer.
The first phase of the project will have videos of different experiences, from fashion, music, arts, food, heritage, literature and performing arts displayed on smart screens in Hala taxis.
The initiative will also support the creative community by letting them create the content to promote Dubai.
The content will be available under the discover section and will be regularly updated.
The second phase of the project will allow individuals travelling by Hala taxis to plan out their itinerary of cultural experiences by choosing the destinations and the places to visit.
Basil Hovakeemian, CEO of Hala said, “We’re very proud to be joining forces with Dubai Culture to reinforce and promote the city’s artistic and cultural offering. Not only do we play a central role in connecting our city, but we also aim to contribute to the development of its cultural scene. Our collaboration with Dubai Culture aims to inspire our riders in Dubai to a closer look at the city’s true essence and its unseen hidden gems. We look forward to bringing our customers the many facets of Dubai’s rich cultural offerings through our partnership with Dubai Culture.”