The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has appointed Merkle MENA, dentsu’s technology-driven customer experience management company, to spearhead a long-term digital transformation initiative for Louvre Abu Dhabi. The partnership has been awarded through DCT Abu Dhabi’s Museums Shared Services (MSS) division.
Under the multi-year engagement, Merkle will be responsible for designing, developing, and maintaining advanced digital experiences for the museum. The collaboration aligns with DCT Abu Dhabi’s strategic objective to strengthen Louvre Abu Dhabi’s global cultural footprint through enhanced digital storytelling, accessibility, and innovation.
Commenting on the partnership, Andreas Skopal, CEO of Merkle MENA, said, “The Louvre is one of the world’s most inspiring cultural institutions, and its presence in Abu Dhabi reflects a bold vision of cultural connection and discovery. We’re proud to partner with the Department of Culture and Tourism to bring its stories of human creativity to life digitally – not just as a website, but as an immersive, evolving experience that reaches audiences around the world.”
Over the next three years, Merkle will roll out and support a newly developed bilingual Arabic and English digital platform for Louvre Abu Dhabi. The platform will enable flexible content management, adapt seamlessly to changing exhibitions and programming, and empower internal teams to keep digital content timely, relevant, and engaging.
Highlighting the importance of the initiative, Sana Alhammadi, Digital Marketing Manager at Louvre Abu Dhabi, said, “This partnership marks a significant step in our mission to make Louvre Abu Dhabi more accessible to audiences globally. By investing in digital innovation, we are enhancing the visitor experience beyond the physical museum and strengthening how audiences engage with our cultural offering before, during, and after their visit.”
Merkle’s selection further strengthens its expanding portfolio of digital transformation projects across the MENA region, where it collaborates with public and private sector organisations to deliver experience-led innovation at scale.
The engagement leverages Merkle’s regional expertise in user experience design, mobile-first digital experiences, and long-term platform management, supporting DCT Abu Dhabi’s vision to deliver scalable, audience-centric digital solutions for Louvre Abu Dhabi.
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