Page 71 - UP PR REPORT - JANUARY 2026

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

Hypermedia CEO Philip Matta said the project translates Motor City’s identity of speed, precision, and innovation into a next-generation DOOH ecosystem. By
combining advanced digital gateways with smart screens, the network is designed to empower brands with premium visibility while elevating the everyday
experience of the community.

A key differentiator of the project is its design-led approach to advertising infrastructure. The digital gateways, inspired by racetracks, aerodynamic curves, and
performance car aesthetics, will function as iconic brand touchpoints at major entry points. These visually striking assets are expected to deliver strong recall and
association for advertisers, particularly automotive, lifestyle, luxury, and technology brands.

Dubai Motor City, home to the Dubai Autodrome and Kartdrome, is already known for its motorsport heritage, green boulevards, and European-style urban planning.
With the introduction of intelligent media assets, the community is set to become a testbed for smart urban advertising, setting a new benchmark for how DOOH
media can integrate with lifestyle destinations across Dubai.

Industry observers note that this partnership reflects a broader trend in advertising, where media owners and developers collaborate to create premium, experience-
driven media ecosystems rather than standalone ad inventory. As cities become smarter and audiences more fragmented, such integrated networks are expected to
play a critical role in the future of urban brand communication.

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