Soho House Dubai
Digital Solutions Meet Art Performance in Dubai
Digital solutions meet art as technology reshapes how audiences experience contemporary works. Today, artists are no longer tied to traditional venues. Instead, they use technology to expand their reach, bringing art into unexpected and often more intimate spaces.
This shift has blurred the lines between physical and digital experiences. In the art world, that change is both radical and inspiring. Virtual exhibitions, interactive installations, and screen-based performances are becoming more common. Artists now embrace digital tools not only to present their work but also as integral parts of their creative language.
Dubai stands at the forefront of this transformation. During major cultural events like Dubai Art Week, digital solutions for art take centre stage. The city’s modern skyline, global audience and curated programming offer the perfect backdrop for innovation. It is here that new performance formats emerge — immersive, site-specific and emotionally powerful.
About Soho House: Connecting Creative Minds Through Art and Culture
As a global platform for creative professionals, Soho House plays a unique role in the cultural landscape. With a strong focus on community, it brings together people from diverse artistic backgrounds — including design, fashion, film and the visual arts.
Through its Cities Without Houses initiative, Soho House extends its presence into places where it has no physical club. By curating high-quality events, it creates meaningful encounters centred around art, culture and conversation. These gatherings reflect the brand’s commitment to supporting creativity in all its forms.
During Dubai Art Week, this commitment took shape through a collaboration with TAEX (The Art Exchange). Together, they hosted a private event in the home of architect and art collector Ali Mohammadioun. At the heart of the evening was a powerful example of how digital solutions for art can redefine artistic experience: the UAE premiere of Element, a new digital performance by Marina Abramović.
The event offered more than just a screening. It became a shared moment that highlighted how Soho House connects cultural innovators through intimate and thought-provoking experiences. In this way, the brand continues to serve as a connector, creating spaces — both physical and conceptual — where art, technology and hospitality meet.
Digital Solutions Meet Art in a Premium Setting
The goal of the evening was simple yet ambitious. It aimed to merge performance, digital art and refined hospitality into one coherent experience. More than a typical screening, the event encouraged guests to engage deeply with Abramović’s work. The setting was designed to feel personal, immersive and emotionally rich.
However, there was a clear challenge: how to introduce technology into a private home without disrupting the reflective nature of the piece. The solution needed to respect the tone of the evening — elegant, quiet and emotionally resonant.
Our Bespoke AV Solution: Enhancing the Experience
M-Cube responded with an AV installation that brought digital solutions for art into a domestic space with precision. We deployed six digital screens, fully integrated into the home’s architecture. The setup was both discreet and immersive, allowing the performance to unfold naturally within the space.
These displays weren’t just screens. They were extensions of the artwork. The technology supported the narrative while maintaining a subtle presence. We ensured it served the emotional tone, blending seamlessly with the event’s intimate atmosphere.
Our digital solutions transformed a private dinner into a powerful shared encounter. The result was a new form of artistic engagement — mobile, ambient, and deeply human.
Art, Technology and Connection: The Outcome
The final experience was both fluid and intimate. Digital media enhanced the emotional impact without placing barriers between guests and the work. Attendees were free to engage at their own pace, surrounded by others yet fully immersed in the moment.
For Soho House, the event reinforced its role as a cultural connector. For the artist and organisers, it showed how digital solutions for art can be applied thoughtfully, enriching the viewer’s connection to the work. And for M-Cube, it confirmed a core belief: technology, when used with empathy, can unlock new possibilities for how and where art can be experienced.
