M-Cube teamed up with Soho House Dubai to provide an AV-powered art experience during Dubai Art Week 2025.
In collaboration with TAEX (The Art Exchange), Soho House hosted a private event in the home of architect and art collector Ali Mohammadioun.
M-Cube deployed six digital screens, which were fully integrated into the home’s architecture. The displays were extensions of the artwork, with the technology supporting the art’s narrative while maintaining a subtle presence.
Digital media enhanced the emotional impact without placing barriers between guests and the work. Attendees were free to engage at their own pace, surrounded by others yet fully immersed in the moment.
Ross Pedgrift, M-Cube’s business director for the UK, said: “Digital solutions are redefining how audiences engage with spaces. Today, artists use technology to expand their reach, bringing art into unexpected and often more intimate spaces.
“This shift has blurred the lines between physical and digital experiences. Virtual exhibitions, interactive installations and screen-based performances are becoming more common.
“Artists now embrace digital tools not only to present their work, but also as integral parts of their creative language.”
