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.
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.
