Leader of the ICD Brookfield Place Arts Initiative Discusses the Decentralization of Artistic Spaces

Lifestyle

Malak Abu Qaoud, the Director of ICD Brookfield Place Arts Programme, shares insights on the property’s commitment to decentralizing artistic spaces, her dedication to the arts, and the emphasis on education that weaves culture and community together.

What does your morning routine look like?

I typically start my day around 7am. I make a conscious effort to avoid checking notifications right away, as it can create anxiety about the day ahead. On some mornings, I wake up earlier and take a walk along the beach promenade or squeeze in a workout at one of the gyms in ICD Brookfield Place. The facilities are excellent, which makes integrating exercise into my routine easier. I then enjoy a coffee while catching up with a long-distance friend and colleague over a work-related call to discuss updates and brainstorm future projects.

Can you share your career path?

My professional journey began in childhood. At age nine, I started working by narrating educational computer games, a role I held for about seven years while in school. During my time in Montreal, I sought various side projects, internships, and extracurricular activities. I joined a student-run Palestinian human rights organization at university, working with artists to raise funds for various causes. Eventually, I became part of an art consulting and production agency, where I was hired full-time. This experience taught me the ins and outs of collaborating with artists, producing exhibitions, and building community. Now, at ICD Brookfield Place, I apply much of what I’ve learned, managing the Arts & Events programme, curating public exhibitions, and overseeing cultural placemaking initiatives.

How has the arts programme at ICD Brookfield Place changed since you took over, and what direction do you see for its future?

I joined ICD Brookfield Place right after its opening, giving me the chance to shape the identity of the arts programme from scratch. We started modestly, focusing on meticulous curation. Our primary strategy has involved supporting the local creative community, showcasing their work publicly, and fostering an ecosystem that connects artists, tenants, and the public. We’ve consistently curated exhibitions that are accessible and now aim to challenge norms and convey significant social messages. Looking ahead, I would like to broaden our arts programme beyond the building and partner with regional institutions to support artist residencies and grants.

What distinguishes your arts programme from other art spaces in the UAE? How do you create a strong regional identity?

ICD Brookfield Place is a commercial office structure situated in a financial district, which sets our arts programme apart from traditional galleries. Operating in a highly accessible setting allows us to engage a diverse audience, making us integral to the local ecosystem. We foster collaboration and community engagement, resulting in innovative and interdisciplinary outcomes. Our position outside the typical categories of art institutions allows us to adapt and innovate continually based on public needs.

“Public art should be inviting and engaging, existing in shared spaces enjoyed by all.”

What role does the ICD Brookfield Place Arts Programme hold within the larger cultural framework?

We view ICD Brookfield Place as a community space that welcomes the public. Our goal is to curate culturally relevant exhibitions that facilitate open dialogue and allow everyone to engage meaningfully. We aspire to set a new standard for non-institutional public art in the city, placing art in communal spaces to create vibrant environments where the public can form genuine connections with their surroundings. The public should find joy and value in these artistic interactions, and witnessing their reactions is incredibly rewarding.

How have your early artistic experiences influenced your vision as a director?

Inspired by my older sisters who pursued fine arts in college and my father, who painted in his youth, I grew up in a creatively stimulating environment. My parents encouraged artistic exploration both at home and in school, fostering my instincts when planning future exhibitions. This instinct-driven approach allows me to take risks and explore new ideas, leading to a fulfilling creative journey.

Over the past five years, what significant changes have you observed in the art scene, and how has this influenced your programming approach?

I often sense that many exhibitions can feel repetitive and less engaging. The ones that stand out the most are usually experimental. My goal at ICD Brookfield Place is to explore varied art forms, whether through design, musical programming, or utilizing unconventional spaces within the building. Maintaining novelty in our exhibitions is crucial for keeping the audience engaged.

What are you particularly looking forward to this year?

I am thrilled about our current exhibit featuring Miles Greenberg, titled “Le Miroir,” which includes a multi-channel film (ACT I & ACT II). The first act was filmed during a prolonged performance at a historical site in Marrakech for the 1-54 Art Fair, while ACT II took place in the UAE desert shortly thereafter. The resulting film beautifully examines themes of human duality and emotional evolution.

How do you stay open to discovering new creatives? Are there specific individuals or events that have influenced your curatorial perspective?

Keeping up with current trends can be challenging, but I often discover emerging creatives through social media, artists I meet, or by exploring different cities. I find incredible talent in Jordan and Palestine. When I encounter new creatives, I seek to integrate them into our programming or introduce them to potential collaborators in the UAE, aiding their artistic growth. Several key figures have supported the development of our programme since its inception, leading to fruitful collaborations and continuing dialogue.

What has been essential in cultivating an authentic community around your artistic projects?

Staying true to myself and my programme is vital. My passion for my work is genuine, which resonates with others. People can often sense when something lacks authenticity. Building a community requires patience, but it eventually happens naturally as people recognize and appreciate genuine effort. Reflecting on the past five years, I never anticipated such rapid growth in our programme!

This is The Design Issue – can you share a design that has significantly impacted you?

With a background in interior architecture, I’ve always been sensitive to my surroundings. This likely explains my fascination with how people interact with space and how art relates to it. One of my earliest design impressions was my grandparents’ historic home in Jerusalem, which sparked my interest in architectural preservation and cultural identity. I love how architectural features narrate their historical context.

Images: Provided