Immerse yourself in art at this groundbreaking Dubai gallery

In a sophisticated modern market in Dubai, renowned artworks are being reimagined as surreal 3D dreamscapes, projected 360 degrees across the walls of an avant-garde art venue.

The Theatre of Digital Art (ToDA), located in Souk Madinat Jumeirah, is a hub for both tech lovers and art enthusiasts. Featuring masterpieces from historical legends and contemporary digital creators, ToDA offers a multisensory, immersive experience, even showcasing NFTs in physical form within digital frames.

Its inaugural exhibit in 2020 featured iconic works from nine of history's most revered artists, including Claude Monet, Vincent Van Gogh, and Paul Cézanne. These pieces were digitized and paired with multimedia components, such as immersive surround sound music.

At ToDA, artwork is presented in three forms – multimedia displays, immersive contemporary installations, and virtual reality art. The exhibitions utilize cutting-edge audio-visual technology to transform the artwork into a fully immersive experience with synchronized music and animations.

Daria Prodaevich, the managing director of ToDA, emphasizes that educating audiences about cutting-edge approaches to art, particularly with NFTs, is a key focus of ToDA's mission.

Prodaevich explains, “What sets our exhibitions apart is our extraordinary immersive space. We craft engaging, immersive experiences with contemporary digital art, and we’re the only ones in the region offering this.”

An immersive, multisensory experience

The ToDA network organizes exhibitions worldwide, with dedicated locations in Dubai, Thailand, Germany, Switzerland, Saudi Arabia, and Russia. Prodaevich highlights that one of ToDA’s primary objectives is to showcase emerging digital talents, such as Dubai-based artist Serena Abou Daher.

For artists like Daher, there is no distinction between art and technology. Daher’s NFT piece, “Ether,” was presented in stunning 3D form in ToDA’s immersive “Metaverse Room.”

“It’s an audiovisual experience,” Daher explains. “I created both the visuals and the sound for it.”

“Digital art is on the rise,” Daher tells Dinogo. She envisions that artists will increasingly incorporate technology and even AI in their work. “But that doesn’t mean digital will replace the physical,” she adds.

ToDA is not the only venue in Dubai offering a creative take on digital art. The Infinity des Lumières space also brings classic artworks into the modern age, with each exhibition turning a famous painting into a dynamic display, lighting up the walls and floor with its brushstrokes and ink. However, no other galleries in the region are integrating NFTs in the same way as ToDA.

Prodaevich states that ToDA is committed to advancing the fusion of art and technology, continuously pushing creative limits.

“Last year, ToDA introduced the first NFT exhibition in the region,” she says. “Since then, we’ve hosted three digital art exhibitions, and we’re just getting started.”