Merkle, dentsu’s leading technology-enabled customer experience management company, has been selected by the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), through its Museums Shared Services (MSS) division, to lead a transformative digital partnership for Louvre Abu Dhabi.
This multi-year engagement will see Merkle design, develop, and maintain world-class digital experiences for Louvre Abu Dhabi. The partnership reflects DCT Abu Dhabi’s long-term vision to elevate the museum’s global cultural presence through digital excellence, storytelling, and accessibility.
“The Louvre is one of the world’s most inspiring cultural institutions, and its presence in Abu Dhabi reflects a bold vision of cultural connection and discovery. We’re proud to partner with the Department of Culture and Tourism to bring its stories of human creativity to life digitally – not just as a website, but as an immersive, evolving experience that reaches audiences around the world,” said Andreas Skopal, CEO of Merkle MENA
Over the next three years, Merkle will deliver and support a newly introduced bilingual Arabic and English digital platform for Louvre Abu Dhabi, designed to support flexible content management, adapt to evolving exhibitions and programming, and equip internal teams with the tools to keep content fresh, relevant, and engaging.
“This partnership marks a significant step in our mission to make Louvre Abu Dhabi more accessible to audiences globally,” said Sana Alhammadi, Digital Marketing Manager at Louvre Abu Dhabi. “By investing in digital innovation, we are enhancing the visitor experience beyond the physical museum and strengthening how audiences engage with our cultural offering before, during, and after their visit.”
Merkle’s appointment builds on its growing portfolio of digital transformation work across the MENA region, where it partners with public and private sector organisations to deliver experience-led innovation at scale. The partnership draws on Merkle’s regional expertise in best-in-class UX, mobile-first experience design, and long-term platform management, supporting DCT Abu Dhabi’s vision for Louvre Abu Dhabi with scalable, audience-focused digital solutions.
