The creative and cultural landscape of the Gulf Cooperation Council (GCC) is being redefined with the launch of the House of Arts at Expo City Dubai. More than just a gallery, this new venue is conceived as an incubator and a connector, designed to bring together the diverse artistic talents of the region.
In a candid conversation, Amna Abulhoul, Executive Creative Director of Entertainment and Experiences at Expo City Dubai, shared the deeply personal story and powerful vision behind the project, aimed directly at the creative community across the GCC.
The Genesis: From Childhood Love to a Regional Vision
For Amna Abulhoul, the concept of the House of Arts is not new; it has been brewing since the days of Expo 2020 Dubai. Her inspiration draws on a profound personal history: a childhood love for Kuwaiti theatre, early exposure to international spectacles like Cirque du Soleil, and a family tradition of gratitude for the neighboring GCC countries. Amna shares, "I grew up in a house that is very grateful for the neighboring countries, and it stayed with me.”
After Expo, she took a personal tour of the region's cultural centers—from Sadu House in Kuwait to Athr Gallery in Saudi Arabia and the Bahrain Institute. This journey revealed a crucial missing piece: a unified home that connects the similar, yet distinctly patterned, crafts of the GCC.
The ideal space presented itself in the former Morocco Pavilion at Expo City Dubai, a building whose open courtyards and interconnected doors perfectly captured her vision of a single, welcoming "big family house."
Why Now? Preserving the Fabric for a New Generation
Abulhoul stresses that the timing of the launch is critical, driven by a concern for the younger generation's connection to the region's cultural roots. She says, "I am from the last generation that understood the love of the GCC. When we say we're from the UAE, we actually say we're from the GCC… I realize the more the years pass by, the younger generation don't understand that."
The House of Arts seeks to counteract this disconnect by bringing together artistic movements like the Sadu weaving tradition from across the Gulf. It aims to foster a "weaving moment," rather than competition, where regional artists can meet, collaborate, and be seen by an international audience. The launch was strategically timed to coincide with ICOM (International Council of Museums), signaling its global ambition from day one.
An Incubator, Not an Attraction
The most significant distinction of the House of Arts is its operating philosophy: it is built to be a platform and an incubator, entirely focused on supporting the artist. The House of Arts is "not looking at the initiative from a commercial approach." Any membership fees collected go directly back to the artists, building maintenance, and funding exhibitions. The operational costs are primarily supported by seeking external sponsorships.
Abulhoul acknowledged the difficulties artists face being tied to exclusive galleries. The House aims to be a free space where artists can showcase their work without such constraints. Located in a free zone, the House has the unique privilege to create licenses for specialized crafts. It also provides lawyers to support artists, handles exhibition insurance, and manages installation—lifting the administrative burden.
A Platform for Growth
The House offers a "Third Space" for members to use as offices, emphasizing the goal for people to meet and ideas to spark. Abulhoul also sees the House as a place for knowledge transfer, a space where she can pass on the expertise gained from her time with major organizations like Disney and the contractors of the Expo. Amna expresses,"I want to teach what I’ve learned. And this is the opportunity where we open the doors."
The House of Arts is deliberately multidisciplinary, welcoming musicians, painters, sculptors, and digital artists. There are no boundaries to creativity; the team molds the process to fit the artist, even curating room placement based on artists' personalities to ensure they complement each other.
Abulhoul's message to artists and creators is simple and powerful: "I would encourage them to not to be shy, and we become their platform to hopefully go global… We are your takeoff."
The vision extends far beyond Dubai. She is already working to connect talented regional artists—like a Saudi artist whose style echoes Picasso—with global institutions like the Picasso Museum in Paris. The House aims to be the springboard for international exposure, having already established connections with festivals in Asia.
When it comes to working with cultural organizations across the GCC, The House of Arts seeks deep collaboration, not commercial transactions. Amna shares, "We would like all these institutions to reach out to us… One thing that I wanted to be very obvious to the GCC Institutes, we're not commercially driven."
Collaboration is viewed through the lens of "Value in Kind" (VIK). The House of Arts will act as the unified platform for institutions to easily approach and engage with vetted artists from across the GCC for their projects.
The inaugural exhibition “Interwoven” showcases diverse artists across the GCC and is on display now. For more information, visit www.houseofartsdubai.com
