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1/22/26, 11:11 AM Union Properties, Hypermedia Sign Landmark Deal to Transform Motor City into a Smart Media Advertising Hub - The MAD Buzz

Union Properties, Hypermedia Sign Landmark Deal to Transform Motor
City into a Smart Media Advertising Hub

By: The MAD Buzz Desk
January 21, 2026

UAE

Union Properties and Hypermedia Sign Landmark Deal to Transform Motor City into a Smart Media Advertising Hub: Union Properties PJSC has entered into a
landmark exclusive partnership with Hypermedia, the UAE’s most advanced smart digital-out-of-home (DOOH) and retail media company, to redefine advertising
and brand engagement in Dubai Motor City through a next-generation smart media network.

From an advertising and marketing perspective, the long-term collaboration marks a significant shift in how brands can connect with consumers in premium
residential and lifestyle destinations. Hypermedia, a subsidiary of W Group Holding, will design, build, and operate an intelligent media ecosystem that blends
cutting-edge technology with iconic architectural design, positioning Motor City as a future-ready advertising destination.

The transformation will roll out in phases, beginning with three landmark digital hoardings, four architecturally
designed digital gateways, and 24 intelligent, two-faced smart MUPIs. Together, these assets will create a highly
curated, high-impact DOOH environment that enhances brand visibility while seamlessly integrating into Motor
City’s motorsport-inspired urban fabric.

For advertisers, the new network offers more than traditional outdoor media. AI-powered screens, premium placement, and data-driven targeting will enable brands
to deliver context-aware, dynamic messaging to residents, commuters, and visitors. This approach aligns with the growing demand for measurable, high-attention
advertising formats in urban environments.

Union Properties CEO and Board Member Eng. Amer Khansaheb described the partnership as a milestone in Motor City’s evolution, highlighting that the integration
of smart media infrastructure goes beyond advertising to enhance daily community experiences. From a brand perspective, the initiative strengthens Motor City’s
positioning as a high-energy, innovation-led destination that attracts residents, visitors, and investors alike.

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