Open from February through March, the 100km Highway Gallery showcases treasures from Louvre Abu Dhabi. The interactive billboard gallery features giant reproductions of art works along the Dubai-Abu Dhabi highway in the UAE. Drivers can tune in to any of three radio stations to hear 30-second discussions about the artworks, which are placed at 10km intervals.

As you’re already aware, cultural boundaries are breaking down. In the same way that high-end designers frequently reach new audiences through through pop-up collections with fast fashion chains like H&M, this gallery brings ‘high’ culture to the masses via the highway. And for all the talk surrounding omnichannel brand strategies, this example shows that finding new channels isn’t just about new devices or platforms. Take this example to your team and ask: ‘What would be our equivalent of the Highway Gallery? Which routes (quite literally!) could we take to reach new audiences, even unconventional ones?’

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