ICMM Asia 2019

IMCC ASIA March 20, 2019

Bringing History to Life in the Middle-East

Dubai’s New Shindagha Museum

gsmproject.com Dubai’s New Shindagha Museum

gsmproject.com IMCC ASIA March 20, 2019

Today. 45 minutes.

• Introduction(s) • Context and project mandate • Project strategies and overviews • Key learnings • Question and answers

gsmproject.com Introduction GSM Project

Memories. Since

• World expos • Cultural exhibitions and visitor centers • Museums and science centers • Observation experiences and attractions • Touring exhibitions

gsmproject.com Introduction Project Team

One Team. Many Talents.

• Local presence • Global network • Multicultural • Transdisciplinary

gsmproject.com Context Global, regional, and local perspectives

Dubai. Globally.

• Located in Arabian Gulf • 4,114 km2 or 4 times the size of Hong Kong • 3rd busiest airport in the world with over 89M pax • 3.1M people of which 88.5% are foreign • Hosting the 2020 World Expo

Dubai. Regionally.

• 1 of 7 Emirates • Sheikh Mohammed Bin Rashid Al Maktoum is the Vice President and Prime Minister of the UAE and Ruler of Dubai • Unionized in 1971 • Experienced major changes since 1960 - Demographic - Economic - Infrastructure

Al Shindagha

Dubai. Locally.

• 14 districts • Vibrant neighborhoods • 1 historic district - Bur Dubai and Deira • Al Shindagha Museum

Dubai. Culturally.

• Experiencing unprecedented growth • Continued international collaboration • Host to a series of initiatives fostering creativity

gsmproject.com Strategy Site Wide

Think Big. And Very Very Small.

• First consultant to be appointed • Masterplan review afer detailed site visits • Generate standards and approaches for subsequent pavilions • Unearth and manage undefned parameters - Site wide content distribution - Site branding vs pavilion branding - Site lighting vs pavilion lighting - Site landscaping vs pavilion landscaping

gsmproject.com Strategy Research & Content

Think Real. Think Time.

• Focus on accuracy • Remain mindful of historical scope • Obtain client sign-of in near real-time

gsmproject.com Strategy Architecture

Think House. Think Artefact.

• Heritage architecture is of prime importance • Houses are part of the story - not just the container • Celebrate the architecture - it infuences how the story is told • Approach modifcations with as minimal an impact as possible

gsmproject.com Strategy Design

Think Old. Think New.

• Defne a unifed front of house design approach • Create a strong distinction between old and new • Use contrast as a driving strategy across all interventions • Source and use contemporary materials and technologies

gsmproject.com Strategy General

Think. Think. Think Again.

• Iterative processes • Embed fexibility in the process • Make the unexpected part of the plan / budget

gsmproject.com Dubai Creek - Birth of a City Overview

gsmproject.com Dubai Creek - Birth of a City Content & Design

One Story. One Journey.

gsmproject.com Dubai Creek - Birth of a City Design

gsmproject.com gsmproject.com gsmproject.com gsmproject.com gsmproject.com gsmproject.com gsmproject.com gsmproject.com gsmproject.com Perfume House Overview

gsmproject.com Perfume House Content & Design

One Story. Many Journeys.

gsmproject.com Perfume House Design

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Thank you.

Jason Shatilla Senior Creative Director +971 54 404 7749 [email protected]

gsmproject.com