We Are What We See: Digital Art Takes Over the Streets

Imagine walking through a city where every screen shows art instead of ads.

Now imagine it’s real — in Dubai and London.

From Vision to Reality

In April 2025, during the international public talk Moving Cities, Catherine Smirnova, Co-founder and CEO of IOGINALITY, spoke about the powerful connection between what we see and how we live:

“The quality of visual content we consume defines the quality of our lives.”

Her idea sparked a dialogue between global innovators — from Zaha Hadid Architects to Elevision Media, the largest digital screen network in the UAE and the UK. Together, they envisioned cities where digital art enriches public space, rather than advertising filling it.

And just months later, that vision came to life.

Art Across Two Cities

This summer, IOGINALITY, in collaboration with Elevision Media and Rébia Naim, the curator and founder of Elevision Media’s Digital Art Gallery, launched The Digital Art Gallery. This public art initiative transforms everyday screens into windows of creativity.

Across more than 2,000 digital displays in Dubai, Abu Dhabi, and London, artworks from IOGINALITY’s artists replaced commercial ads, turning the rhythm of the city into a living gallery.

From the sleek skyline of DIFC Gate Village to the streets of central London, the project brought moments of reflection and inspiration to commuters, residents, and travellers alike — reminding everyone that visual culture is, in fact, emotional culture.

A New Kind of Awareness

This initiative embodies IOGINALITY’s mission to bring digital consciousness into the urban landscape — showing that technology, when guided by art, can elevate collective experience.

We are proud to see our belief in mindful digital presence become reality — in two of the world’s most dynamic cities.

And this is only the beginning.