74 likes
taqeefmiddleeast We’re proud to present ’50 Years of Cool’ – a collaborative exhibition with O General to celebrate the 50th anniversar…
View all 5 commentsFebruary 27, 2023








The Project
years of the Taqeef & O General partnership
artists, each commissioned for new work
days open — free public admission
press features — The National, Gulf News, MEP
The Brief
The Challenge
Our Approach
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.


The people behind fifty years of a household name.

Cooling as a mirror of a country coming into being.
Exhibition Design
Virtual Tour
27 February 2023
Outcomes
In the Press
On Social
From the campaign · @taqeefmiddleeast
74 likes
taqeefmiddleeast We’re proud to present ’50 Years of Cool’ – a collaborative exhibition with O General to celebrate the 50th anniversar…
View all 5 commentsFebruary 27, 2023
58 likes
taqeefmiddleeast Augustine Paredes’s portraits of O General employees, technicians and long-time customers, offer a glimpse into the hu…
View all 1 commentsFebruary 28, 2023
62 likes
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 commentsFebruary 28, 2023
68 likes
taqeefmiddleeast A photographic series created by Ahmed Al Kuwaiti for ’50 Years of Cool’ draws focus to the intricate relationship bet…
View all 4 commentsFebruary 28, 2023
44 likes
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
32 likes
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 commentsMarch 5, 2023
41 likes
taqeefmiddleeast We loved having you with us on the opening night of #50yearsofcool ✨ Repost zahralari : Come experience ’50 Years of C…
View all 1 commentsMarch 20, 2023
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 conversationGulf Photo Plus — Consulting & Curation