Art For All and Andy Warhol: Rania Ashur energises Emirates art scene
- 13 Nov 2024
Muhammad Yusuf, Features Writer
Art For All, one of the UAE’s hubs for art and cultural activities including venue management, show and event promotions, creation of educational workshops and hosting art classes, organised the best-selling exhibition ‘Andy Warhol, The Glam Factory’ at the Foundry in Downtown Dubai (Sept. 20 – Oct. 31). Rania Ashur, CEO and Founder, Art For All, said that “Andy Warhol, The Glam Factory is not just an exhibition; it’s an immersive journey into the mind of a genius, who forever changed the landscape of contemporary art. This exhibition is a testament to Dubai’s growing status as a global cultural hub ...” Ashur studied in Beirut and Paris, with a BA and Masters in Political Sciences from the American University of Beirut and DEA in International Relations from the Paris Institute Political Sciences. Founded in 2004, Art For All took the reins of The Theatre at Mall of the Emirates in 2020, and in 2023, began managing Zabeel Theatre at the iconic Jumeirah Zabeel Saray. Rania Ashur speaks to Gulf Today about her work
Why did you transition from events to theatre to art?
Recognising a gap for family and school productions, Art For All initiated these types of productions back in 2004. In 2024, we launched ticketed exhibitions for major artists to address a similar gap. Over the past 20 years, the performing and visual arts sectors in the UAE has evolved significantly with venues opening such as Dubai Opera, Zabeel Theatre, and various spaces in Abu Dhabi. Galleries and initiatives such as Art Dubai, the Sharjah Biennial, and Abu Dhabi Art, have also flourished. However, dedicated art exhibition centres for the general public are still lacking. This exhibition was our first visual arts venture that helped us gauge demand, and hopefully might inspire the public sector to invest in suitable venues for similar events.
Why did you think Andy Warhol fit into Dubai’s and the Emirates’ art ecology?
Andy Warhol’s aesthetic and cultural sensibilities align well with Dubai and the wider Emirates’ art scene, which celebrates luxury, glamour, and the blend of tradition and modernity. Here are some reasons why I believe Warhol’s legacy resonates here: Warhol’s exploration of consumerism and mass production is highly relevant to Dubai; his fascination with celebrity culture and icons, like Marilyn Monroe and Elizabeth Taylor, parallels the Emirates’ appreciation for high-profile figures and events; Dubai’s mix of cultural heritage and modernity also reflects Warhol’s combination of traditional portraiture and contemporary themes.
Warhol democratised art through mass media techniques - a concept aligned with Dubai’s inclusive art scene, as seen in events such as Art Dubai, which engages diverse audiences. His bold colours and iconic imagery complement Dubai’s striking landscapes and architecture. In essence, Warhol’s art mirrors the UAE’s ambitions and dynamic cultural identity, making his presence here fitting and compelling.
What challenges did you face in bringing the Andy Warhol exhibition to the Emirates?
Several challenges arose: finding an adequate space to accommodate over 100 artworks was difficult without dedicated exhibition halls. Though I booked the exhibition for three months, the venue was only available for 40 days, despite strong demand for a longer run. We also had to address light issues and covering windows to create a museum-like environment. Finding contractors skilled in museum scenography was another hurdle. Fortunately, curator Nada Ghandour connected me to New York-based architect Ibrahim Kombargi for support, though coordinating among the three parties posed communication challenges across the time zones!
‘The Glam Factory’ had a long run in Dubai. What has been the feedback?
The feedback has been overwhelmingly positive, with visitors complimenting the overview of Andy Warhol’s legacy, the opportunity to see the artwork up close and the overall organisation of the show. Having guided tours also allowed us to engage with the visitors directly. For many, this was the first introduction to Warhol and pop art, while others enjoyed getting a new perspective and creating cultural connections they didn’t consider before. We welcomed over 6,500 visitors, including school, private, and corporate groups. It was a valuable learning experience for future events that we plan on hosting.
Which artist/s from the Emirates or Gulf region would you consider closest to Warhol in artistic expression?
Abdulnasser Gharem comes to mind. Like Warhol, Gharem uses his art to examine societal issues, blending traditional and contemporary themes to create thought-provoking, visually striking pieces. Gharem’s focus on social, political, and cultural themes resonates deeply in Gulf society, engaging viewers similarly to Warhol’s work on American culture. He employs repetitive symbols and traditional Gulf iconography, much like Warhol popularised mass production techniques. Additionally, Hassan Hajjaj offers a unique perspective that could be seen as complementary to Warhol’s legacy. (Gharem is from Saudi Arabia and Hajjaj is Moroccan - GT).
Warhol was an extraordinary marketer. Do you think you’ve lived up to his expertise?
Andy Warhol was a marketing visionary, arguably one of the most forward-thinking figures in the art world. His unique blend of art and commerce was both daring and innovative, establishing him as a global brand well ahead of his time. His approach to self-promotion was bold, strategic, and profoundly effective. By blurring the lines between art and advertising, he proved that an artist could also be a brand, paving the way for artists and entrepreneurs alike to see marketing as integral to their identity. We certainly hope our promotion did his legacy justice.
