Union Properties has entered an exclusive partnership with Hypermedia, a subsidiary of W Group Holding, to transform the media infrastructure of Motor City. The objective of the partnership is to create a premium, strategically curated ecosystem that amplifies brand visibility while enriching Motor City’s dynamic urban experience.
Through this deal, the digital-out-of-home (DOOH) and retail media company will design, build and operate a next-generation media network that incorporates technology with Motor City’s iconic architectural forms.
“This partnership represents a significant milestone in Motor City’s ongoing transformation,” said Eng. Amer Khansaheb, CEO and Board Member of Union Properties. “Together with Hypermedia, we are building an intelligent media ecosystem that enhances our community while supporting Dubai’s vision for connected and innovative urban spaces.”
The transformation will introduce three landmark hoardings, four architecturally designed digital gateways, and 24 intelligent two-faced smart MUPIs.
“The integration of advanced digital screens and smart infrastructure goes beyond advertising – it elevates everyday experiences and reflects Motor City’s identity of speed, precision, and energy,” said Khansaheb. “This collaboration will further enrich quality of life and strengthen the community’s appeal to residents, visitors, and investors alike.”
The revitalisation of Motor City’s media infrastructure focuses on high-end digital design, strategically integrated into the neighborhood’s motorsport heritage.
“Motor City carries a unique personality rooted in speed, precision, and innovation. Our partnership with Union Properties allows us to translate that identity into a next-generation media ecosystem built for a new era of intelligent DOOH,” said Philip Matta, CEO, Hypermedia.
“With advanced digital gates and smart screens, we are creating a network that does more than advertising. It enhances the community, empowers brands, and elevates the everyday experience of residents and visitors,” Matta added.
The digital gates, a signature element of the new network, are engineered with design cues inspired by racetracks, aerodynamic curves, and the streamlined aesthetics of performance cars. Their dynamic architecture will serve as iconic entry points to the community, capturing the spirit of movement and speed while delivering impactful DOOH visibility for advertisers.
According to Hypermedia, these new assets represent the first phase of a broader citywide uplift; one that brings intelligent, AI-powered media experiences to residents, visitors, and brands, setting a new benchmark for smart urban communication across Dubai’s key communities.
