dubai: pop +2.000.000 habitants, more than U$ 30.000 pi/c. almost everyone is an immigrant, 85% expats [of course, I’m an immigrant as well]. physicians, engineers, architects, construction workers, maids, nannies, real estate agents, and at the bottom of moral scale: pr and advertising guys. one more time, all immigrants in a gulf’s pearl.
this city is like a bubble of luxury, design, desire, fancy brands… everybody wants this shine, the malls, the khalifa. Everybody wants to appear in the photo. this city is as real as tokio’s godzilla.
but what happens when the lights goes off? another kind of monster pops up, some ‘dark dubai’ appears out of the blue. It is not seen at first sight, but it’s there… flesh and bone dubai. It’s the real basement of everything; economics, services, work hand… this beast misses his family in manila, or smells like curry dreaming to be salman khan as a boy in a random calcuta neighborhood.
If this hidden dubai exists, it’s the basement of desire too. not everything is ferraris, luis vuiton or prada. of course, as pr or advertisers we want to work in an exclusive word, but we have to understand that desire about brands Is built from bases, and trace a path to other ones less positioned… like a highway to fame.
I’d like to think this society as a sociological experiment about mixing cultures, people, and dreams. we can find it only diving on the “mud”, walking the fancy malls and deira’s souqs at the same time; exploring for those new concepts, for hidden ideas.
at the moment it’s a good challenge: first, to dig onto all the different cultures and learn about them. later, use this to locate dubai as a leader in cultural industry. finally, it’s an opportunity to build an agreement, a request to shape this unfinished amalgam.