Abu Dhabi Art Fair: Dahling, are you going too?

It’s become painfully obvious that we cannot rely on today’s art media outlets to inform us about the destination, so do search major news sites—or government advisories—to learn the latest about the UAE. But to what extent is one’s good reputation affected when your brand is promoted from the UAE to outside of the country?

As we know, a number of Western art/design brands are doing deals with the UAE. These Western brands are used to aggressively market the country to other Westerners to come join the party as investors, tourists, property owners, etc. The biggest problem is the strategic marketing—the illusion that the UAE is very much like the West—when that’s not the case at all. There are numerous reports of Westerners getting into trouble for things they never imagined. Radha Stirling over at the brand new UK charity detainedindubai.org claims she’s now getting contacted about twice a day...

Countries and authorities on the ground will, of course, do what they do anywhere. But to what extent do you think the Western brands—and the publicity system—are responsible for the hardship of victims? And to what extent do you think this affects the brands’ reputation in the West, to whom, and when?

We asked four art world people to offer their thoughts, providing anonymity, to say what they really think directly.

Art world voice #1: Attendance at the much vaunted Abu Dhabi Art Fair oughtta come with a health warning for women, like the skull and crossbones on a pack of cigarettes. Go on, ladies, live dangerously. Give up those hard-won civil rights and reduce yourself to a piece of property. But first, have a little read of Simone de Beauvoir about how women without equality to men under the law are like cats - the less fortunate are alleycats, scavenging in the gutter for food, so have no power to object to the system; while the elite are petted and fed with cream, so go along with the system (surely there will be plenty of the latter in attendance).

Art world voice #2: Until last month, I had no idea of the harsh reality behind glamorous Dubai and the UAE. The most innocent, and often necessary, items can land you with possible imprisonment. I know a disabled lady who requires a cocktail of prescription drugs to get through the day; almost every one is illegal in Dubai, a popular stopover en-route to western-friendly Australia.

The adverts show us the exotic side of the UAE, aiming itself at wealthy Westerners, with the reassurance of well-known brands. Should brands such as these be advertising in such a discriminating place, or should they exercise some social conscience?

I wonder if the prospective students to NYU’s Abu Dhabi campus have any idea what they’re signing up to...

Art world voice #3: Personally, I would never visit an Islamic country because, as an atheist, I despise cultures dominated by religion—air travel is also bad for the planet—and I value my freedom too much to expose myself to their reactionary laws and police and prisons. I feel pity for those people who are attracted to oil rich countries— presumably through greed—this now applies to art dealers and museums in the west. The sooner we can obtain self-sustaining and green energy, the sooner we will cease being dependent on foreign countries for oil and gas. However, I am aware of the argument that trade and contact with such nations and cultures may bring about change. In my view, it is not only regime changes that have to occur but culture changes too. It is strange that such nations and cultures reject so much of the west and its science and modernisation, etc but then is happy to buy weaponry, nuclear power, cars, etc. Perhaps the internet will make a difference in the long run.

Art world voice #4: It seems hardly a stretch of the imagination to realise that Western publicity and marketing strategies impose a kind of straitjacket that contrasts quite violently with the reality of the UAE. Many of the marketing around the UAE presents it as a jet-setters’ paradise – a luxury consumer seventh heaven. This glossy image, at odds with the everyday experience of local inhabitants could quite conceivably generate resentment of tourists and foreign visitors perceived as flocking to the UAE for fun and frolics. When cultural traditions are ignored or glossed over, particularly by persons visiting the country to benefit from its apparent affluence and opportunities, it’s no surprise if those visitors get caught up in pretty unpleasant situations.

The aggressive marketing strategies of Western art/design brands are sure to bite them in the butt - sooner, rather than later. The party people and tycoons may be able to brush off the nastier side of things for a while (until they’ve milked things dry). But those with more discernment – and more sense – will lash out at the UAE’s image and the Western brands responsible for its creation pretty darn quick.

Don’t miss

• Roxanne Hillier was jailed for three months even though she agreed to carry out humiliating medical tests to prove there had been no sexual contact. (The Telegraph)
• The PR guy: Caught out on Abu Dhabi
  > "Every art/design person should read this," says UK art professor.
  
• See a publicity-saturated announcement of the art fair on... ugh, artnet?
  > Sounds like a great holiday destination for the entire family... Dazed. Confused. How? WHY?
  

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