Inside the Andy Warhol Exhibition in Foundry Downtown, Dubai

A pioneer of the pop art movement, Andy Warhol’s original masterpieces are on display for the very first time in Dubai. An extensive exhibition, of over 100 of his works, is currently being held at Foundry Downtown, Dubai till October 31, 2024. Conceptualized and curated by Art For All and Nada Ghandour, the exhibition – Andy Warhol, The Glam Factory — traces the artist’s rise from his modest beginnings as an illustrator to being the Pope of Pop Art.

Born as Andrew Warhola on August 6, 1928 in Pittsburgh, USA to eastern Slovakian immigrant parents, the multi-talented artist was also a painter, advertising executive, filmmaker, actor and television producer. Regarded as one of the most important American artists Warhol was a beacon of the pop art movement whose repertoire included silk screen printing, advertising campaigns, celebrity portraits, photography and digital compositions.

In the 1950s, Warhol started a successful career as a commercial illustrator in an advertising agency leading up to the establishment of his own graphics studio. In the 1960s, he became an influential contemporary artist with his New York studio, turned into The Factory — a recreational meeting point for the who’s who of the celebrity world. In the seventies and eighties, the artist turned to the lucrative art of celebrity portraits by capturing on his canvas, the likes of Marilyn Monroe, Liz Taylor, Mick Jagger, Muhammad Ali and many others. His flourishing artistic career earned him the title of Businessman Artist. In February 1987, aged 58, Warhol hole died post a gall bladder surgery.

The Glam Factory exhibition is split into several rooms and sections dedicated to the artist and his places of creation and preference. From Shadows to Light highlights the significant milestones of his career. In Art Meets Business visitors can view the famous screen print portraits of the rich and famous. Two immersive spaces recreate the experimental and glamorous environment Warhol frequented and the vibrant nightlife of New York during this period of extravagance and excitement. The Silver Factory is a multidisciplinary creation space that was designed by Warhol for himself and the artists he invited to collaborate. Studio 54 is where jet-setters, businessmen, top models and personalities from around the world gathered to party.

In this interview with Middle East Masala curator Nada Ghandour shares her insights on the genius artist and talks about her own curatorial process:

How is Andy Warhol relevant today? 

Warhol’s blend of art and technology remains highly relevant in our current age of digital innovation and artistic experimentation. He also masterfully blended art, celebrity and commerce — three elements central to today’s culture. Reshaping how we view fame his art continues to inspire, provoke and resonate with contemporary society. His famous portraits of stars such as Marilyn Monroe and his iconic Campbell’s soup cans transformed the ordinary into the extraordinary, and his influence grew until he himself became both a celebrity and a brand. Everyone seeking social validation wanted a portrait by Warhol because he had the ability to elevate subjects from ordinary to iconic. His portraits and techniques mirror today’s social media world, where platforms invite people to curate and refine their public image, correct flaws, and craft a perfect persona — just as Warhol did 45 years ago with his famous silkscreen portraits.

Fifty years ago, he explored new ways to create art, from printmaking to experimenting with computers. His early use of software, foreshadows today’s rise of digital art and NFTs. I also wanted to showcase Warhol’s business acumen and how he commercialized his art, something that resonates with the entrepreneurial spirit of today. His portrait commissions, for example, showed how he turned art into a commodity — an idea that continues to influence today’s art markets.

What aspect of his art did you want to showcase in the current exhibition in Dubai?

That was the first thought that crossed my mind when Rania Kuzbari Ashur, CEO and founder of Art for All, approached me with the idea of bringing Andy Warhol, a major pop art artist to Dubai. Warhol was a multi-talented creative. So, I asked myself – ‘Is there a connection between Warhol and Dubai?’ The answer was a resounding, “Yes”. In 1949, Warhol left his humble beginnings in Pennsylvania to move to New York in pursuit of the American dream — to become rich, famous and iconic. Today, another dream is taking shape in Dubai. The city has become an ideal destination for those seeking security, opportunity, and growth.

So now Warhol — an ambitious visionary — has landed in Dubai with his world of icons and celebrities. This exhibition showcases his journey from a modest commercial illustrator to the portraitist of the elite, becoming a global superstar.

Share your curatorial approach towards creating this exhibition?

Curating Andy Warhol, The Glam Factory was exciting and challenging. Warhol’s art is both playful and profound, and my main challenge was ensuring that the exhibition was accessible to a broad audience — from art connoisseurs to school children — without losing the complexity and depth of Warhol’s work.

Another key challenge was to build a cohesive narrative for the exhibition within the unique space at Foundry. Along with Ibrahim Kombarji New York based architect, we created an environment that allowed visitors to seamlessly move through Warhol’s world of glamour and production while maintaining the flow of the exhibition.

Finally, my goal was to make the exhibition an immersive experience. Warhol’s New York Factory wasn’t just a studio,  it was a cultural hotspot, much like Studio 54, where celebrities, artists and thinkers gathered. I wanted to recreate that atmosphere in Dubai, allowing visitors to feel as though they were stepping into Warhol’s vibrant world.

How has the response been so far?

Visitors are fascinated seeing Warhol’s iconic pieces up close as most of them have only seen his works in books or online. People have also enjoyed stepping into the world of The Factory and Studio 54 feeling the energy of Warhol and the glamorous New York scene. There is a palpable sense of excitement surrounding this exhibition, particularly as it brings something fresh to Dubai. The curation has been a key highlight, and our guided tours have proven especially popular. We have seen the significant impact these tours have on visitors’ understanding of both pop art and the broader themes of American society and mass consumption.