50 Years of Cool

Project for
Taqeef & O General
Venue
MiZa, Abu Dhabi
Dates
1–9 March 2023
GPP's role
Curator & producer
An exhibition byPartner logoPartner logo

The Project

GPP turned a 50-year corporate milestone into a museum-grade exhibition — about the machine that quietly rebuilt life in the Gulf.

To mark 50 years of Taqeef's partnership with O General, Gulf Photo Plus was commissioned to curate and produce an exhibition that treated air conditioning not as a product, but as a cultural force. The result, 50 Years of Cool, ran free to the public at MiZa in Abu Dhabi — four newly commissioned bodies of work, across four media, and a virtual tour that carried the show beyond the venue.

50

years of the Taqeef & O General partnership

4

artists, each commissioned for new work

9

days open — free public admission

3+

press features — The National, Gulf News, MEP

A corporate anniversary — without an advert in sight.

The Brief

A corporate anniversary — without an advert in sight.

In 1973, O General introduced the first air-conditioning unit specified for desert conditions — built for the UAE's heat and sand. The partnership between Taqeef and O General that began that year had, by 2023, run for half a century.

Taqeef approached Gulf Photo Plus to mark the milestone. The brief was unusually open: not a campaign, not a product showcase, but a genuine cultural exhibition — one an art audience in Abu Dhabi would take seriously. The subject was the machine itself, and what five decades of it had done to the way people in the Emirates build, gather, and remember.

The Challenge

Make an invisible thing worth looking at.

Air conditioning is infrastructure. It is everywhere and noticed by no one — until it fails. Building an exhibition around it, in a region with a mature and demanding gallery culture, meant the cooling could not be the subject of the work. It had to become its lens.

The brief also called for ambition: four entirely new bodies of work — no archive, no stock — from four artists working in different media. Each had to be commissioned, produced, and installed at MiZa to a public deadline, with the exhibition designed as a coherent space and extended online for audiences who could not travel to Abu Dhabi.

Make an invisible thing worth looking at.
Curate the social history, not the product.

Our Approach

Curate the social history, not the product.

GPP acted as both curator and producer. Rather than briefing artists to respond to a brand, we set a single question for the whole exhibition to answer: what did it mean to live in the Gulf as cooling became universal?

That question shaped the commission. Four regional artists were selected across distinct media — architectural typology, street photography, documentary portraiture, and film — each producing new work on a different dimension of how cooling reshaped the built environment, daily life, and memory across the UAE. GPP managed every artist relationship, designed the exhibition's scenography for the MiZa space, oversaw production and install, and commissioned a Matterport virtual tour so the show could be walked from anywhere.

Tariq Al Ghussein, CEO of Taqeef
Opening night · MiZa, Abu Dhabi

In the 70s and 80s, O General's AC boxes were so strong they'd be repurposed for everything — you'd see the iconic OG logo flooding the streets on your way to school.

Tariq Al Ghussein, CEO of Taqeef

The four artists we commissioned to narrate a 50-year history.

A milestone this big needed more than one voice. So we set a single question for the whole show to answer — what did it mean to live in the Gulf as cooling became universal? — and built the commission around it.

We selected four UAE-based artists across four media — architectural typology, street photography, documentary portraiture, and film — and gave each a different way in. Our job was to hold the whole together: briefing every artist to that one idea, then working with them to turn four independent visions into a single, coherent body — each voice distinctly its own, aligned enough to read as one exhibition, and true to what Taqeef set out to say.

Then we made it real. From commission to wall, we produced every piece in-house — printed, framed and finished to gallery standard, hung and lit at MiZa on a public deadline. If you've seen a photography exhibition in the region, chances are we printed it. This one, we also imagined.

Hussain AlMoosawi

Hussain AlMoosawi

United Arab Emirates

Hussain AlMoosawi is an Emirati designer, photographer, and storyteller whose work centres on documenting and interpreting the UAE's urban and architectural identity. Working at the intersection of visual research and image-making, his practice is driven by a sustained inquiry into why cities look the way they do, making him as a leading voice in the visual study of the UAE's built environment.

His years living abroad exposed him to cities with layered urban histories, enriching his sensitivity to detail and sharpening his ability to read the visual language of place. This experience continues to inform a practice that approaches the city as both subject and system, where even its smallest elements carry cultural, social, and historical meaning.

At the core of his practice is Facade to Facade, an ongoing long-term project that examines buildings across the UAE through a consistent vantage point. By isolating facades as a shared surface between the private and the public, the project constructs a growing visual archive that reflects the country's heterogeneous architectural identity. Sitting between artistic expression and architectural research, it proposes a method of seeing that is both systematic and open-ended.

Across his broader body of work, recurring typological studies from infrastructure and signage to overlooked urban details form a larger investigation into how cities communicate. In this sense, his practice operates with the rigour of a typologist and the curiosity of a visual anthropologist, observing how meaning is embedded, repeated, and transformed within the built environment.

His work extends across editorial, cultural, and research-driven contexts, contributing to a wider conversation on how the UAE is documented, understood, and represented—both locally and internationally.

Split Units

2016–2017

Buildings as a visual language of the cooled city.

AlMoosawi's series represents an important transition in his practice — from documenting temporary structures to those of more permanence. His work still revels in colour and in the informal representations of the UAE's urban identity, which take him to many industrial and urban clusters.

The series pays homage to the architectural qualities of buildings adorned with split units. A building's climate forms its exterior: central AC units are tucked on the rooftop or the ground, whereas window units protrude on the outside like boxes. Split-unit systems add a gentle geometric touch wherever they are installed, owing to their finely detailed discharge vents.

Ahmed Al Kuwaiti

Ahmed Al Kuwaiti

Bahraini, UAE-based

Ahmed Al Kuwaiti is a UAE-based Bahraini storyteller and visual artist who looks to family for inspiration, his work rooted in celebrating what we have left behind. His primary mediums are film and photography.

Following his passion for film, art, cultures and media, Ahmed moved to the UAE in 2013 and completed a bachelor's degree in Communication and Information Studies: Digital Production and Storytelling, alongside a minor in Middle Eastern Studies, at the American University in Dubai and the Mohamed Bin Rashid School for Communication. He takes pride in his Arabic identity and in nostalgic, forgotten stories, which inspire his projects documenting everyday life — especially through street photography.

A Loud Silence

2023

The white noise of the city, held in a still frame.

After a few months of photographing homes, old buildings and storefronts, Al Kuwaiti began to see O General everywhere across the United Arab Emirates — always omnipresent in the daily bustle of the urban places he visits.

In his photographs, window ACs seem to provide more than temperature control or a particular aesthetic quality. Their presence is so resolute that even their white noise — their low hum — can still be felt in the stillness of each image.

Ahmed Al KuwaitiAhmed Al KuwaitiAhmed Al KuwaitiAhmed Al KuwaitiAhmed Al KuwaitiAhmed Al KuwaitiAhmed Al KuwaitiAhmed Al Kuwaiti
Ahmed Al KuwaitiAhmed Al KuwaitiAhmed Al KuwaitiAhmed Al KuwaitiAhmed Al KuwaitiAhmed Al KuwaitiAhmed Al Kuwaiti
Augustine Paredes

Augustine Paredes

Philippines

Augustine Paredes is a multidisciplinary artist questioning what it means to desire in the light of love, loss, and longing. He also works as a commercial photographer and is represented by Dubai-based agency Seeing Things.

His fellowships and residencies include the Royal Commission of AlUla Artist Residency (2022), the Salama bint Hamdan Emerging Artists Fellowship, Cohort 8 (2021), Warehouse 421 x Gulf Photo Plus (2020), and Campus Art Dubai 7.0 (2019). As an independent publisher he has authored four art books: Conversations at the end of the universe (2020), Long Night Stands With Lonely, Lonely Boys (2021), Happy To Be Here To Be Happy (2022), and The Bitter Taste of Sweetness (2023).

In Quiet Glimpses

2023

The people behind fifty years of a household name.

Paredes' portraits reflect the ripple effect of a successful business — one that unifies generations across diverse migrant backgrounds and nationalities. The people photographed range from Taqeef's most senior employees to their loyal dealers and their earliest customers.

“During these brief moments as photographer and subject, they welcomed me into their homes, offices and stores; while language put a barrier between us, our simple gestures were enough to create a sense of warmth.”

The adoption of machines in the daily lives of a growing nation can often be overlooked — and with it, the formative stories of those behind the scenes.

Fatema Al Fardan

Fatema Al Fardan

United Arab Emirates

Fatema Al Fardan is an artist committed to seeing the world with curiosity and care. Driven by inquiry, her practice is facilitated through research.

Al Fardan is currently a Resident Artist at the Cultural Foundation Abu Dhabi (2022–23) and a Kawader Research Fellow at NYU Abu Dhabi. She was granted the Salama bint Hamdan Emerging Artists Fellowship (2021–22) and was selected for the 421 x Gulf Photo Plus Artistic Development Program (2020–21). Al Fardan likes to hear stories more than she likes to tell them.

Then, a different breeze blew

2023

Cooling as a mirror of a country coming into being.

Al Fardan delivers a poetic retelling of the chronicles of a woman recalling life in the Trucial State of Dubai in the 1950s, before the establishment of the United Arab Emirates. She recounts the transition into electricity and the beginnings of modern cooling, which were widely adopted and soon became ubiquitous in most Emirati households.

These advancements seem to usher in — or, more conservatively, to mirror — a new transitionary period, just ahead of the union's historic founding.

Exhibition Design

Designing the space the work would live in.

Curation was only half of it. GPP designed the exhibition's scenography for the MiZa venue — planning how four very different bodies of work would be sequenced, hung, and lit across a single open floor, indoors and out.

The renders below are from GPP's exhibition-design stage: the floor plan, the hang, and the approach to the space — the production drawings that became the show.

Floor plan — the hang
Floor plan — the hang
Interior — works in place
Interior — works in place
Approach — the venue
Approach — the venue
50 Years of Cool
50 Years of Cool
50 Years of Cool
50 Years of Cool
50 Years of Cool
50 Years of Cool
50 Years of Cool
50 Years of Cool
50 Years of Cool
50 Years of Cool
50 Years of Cool
50 Years of Cool

Virtual Tour

Walk the exhibition from anywhere.

GPP commissioned a Matterport tour alongside the physical show — full spatial access for audiences who couldn't travel to Abu Dhabi, and a permanent record of an exhibition that ran for nine days.

Full 3D scan · explore every corner
Explore in 3D

27 February 2023

500+ opening night attendees

Before the doors opened to the public, 50 Years of Cool was unveiled to Taqeef's people, partners, and guests at MiZa — the four commissioned works lit and hung, the company's own portraits among them. The show then ran free to the public for nine days.

Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool
Opening night at 50 Years of Cool

Outcomes

What it delivered.

  • A first-of-its-kind cultural exhibition for an HVAC brand — positioning O General as part of the UAE's social history, not just its product history.
  • Four new bodies of commissioned work across four media: architectural typology, street photography, documentary portraiture, and film.
  • Full curatorial direction, exhibition design, production and install delivered for the MiZa venue, to a fixed public deadline.
  • A Matterport virtual tour that extended the nine-day show into a permanent, globally accessible record.
  • Free public admission across the run — an anniversary returned to the public as a cultural event rather than a campaign.

On Social

In the feed.

From the campaign · @taqeefmiddleeast

taqeefmiddleeast
Instagram post by Gulf Photo Plus

taqeefmiddleeast We’re proud to present ’50 Years of Cool’ – a collaborative exhibition with O General to celebrate the 50th anniversar…

View all 5 comments

February 27, 2023

taqeefmiddleeast
Instagram post by Gulf Photo Plus

taqeefmiddleeast Augustine Paredes’s portraits of O General employees, technicians and long-time customers, offer a glimpse into the hu…

View all 1 comments

February 28, 2023

taqeefmiddleeast
Instagram post by Gulf Photo Plus

taqeefmiddleeast Hussain Al Moosawi’s photographs show O General’s role in the the urban landscape of the UAE. With every image we get …

View all 3 comments

February 28, 2023

taqeefmiddleeast
Instagram post by Gulf Photo Plus

taqeefmiddleeast A photographic series created by Ahmed Al Kuwaiti for ’50 Years of Cool’ draws focus to the intricate relationship bet…

View all 4 comments

February 28, 2023

taqeefmiddleeast

taqeefmiddleeast A short experiential film by Fatema Al Fardan forms a part of ’50 Years of Cool’. The film is a poetic interpretation …

February 28, 2023

taqeefmiddleeast
Instagram post by Gulf Photo Plus

taqeefmiddleeast Happening now! ’50 Years of Cool’, is hosted by Taqeef, the originators of desert cooling systems in the UAE, in colla…

View all 3 comments

March 5, 2023

taqeefmiddleeast

taqeefmiddleeast We loved having you with us on the opening night of #50yearsofcool ✨ Repost zahralari : Come experience ’50 Years of C…

View all 1 comments

March 20, 2023


On the Web

A digital home.

Taqeef wanted more than a show on the wall. GPP built 50 Years of Cool a full digital home — a multi-page microsite with a 3D virtual tour of the exhibition at MiZa — so the work lives on long after the walls came down.

Exhibition microsite

Exhibition microsite

Visit ↗

Have a story worth exhibiting?

Gulf Photo Plus curates and produces exhibitions, commissions, and photography programmes for brands and institutions — work built to outlast a campaign. If you have a milestone, an archive, or an audience worth reaching, let's talk.

Start a conversation

Gulf Photo Plus — Consulting & Curation