Transforming Salik Tags: A New Art Contest in Dubai

The Salik Company PJSC, Dubai's exclusive toll operator, has partnered with the Dubai Culture and Arts Authority to unveil a nationwide art contest aimed at redesigning Salik tags in culturally expressive ways. Entitled “Erth Dubai Through Your Eyes,” this competition invites artists, designers, students, and emerging talents to showcase original artwork that reflects their personal interpretation of Dubai. This initiative emphasizes the emirate’s rich cultural diversity and artistic heritage.

This competition presents an excellent opportunity for the community to influence a product utilized daily by millions of drivers. Rather than viewing Salik tags merely as toll devices, the organizers envision them as canvases that tell Dubai’s unique narrative and showcase its achievements. The redesigned tags are anticipated to depict the city as both a thriving economic hub and a flourishing center of art and culture.

A stage for creative expression across the UAE

Submissions are welcome until 19 January 2026, allowing participants ample time to develop their ideas and refine their entries. Designs should be original and contemporary, expressing artistic spirit while honoring local values. Entries that have been shown, published, or created elsewhere are excluded to ensure fresh and unique contributions.

Winners will be announced during the 14th Sikka Art & Design Festival, taking place from 23 January to 1 February 2026 at the historic Al Shindagha district, marking a fitting venue for unveiling designs that bridge history and modernity.

With a generous prize pool of AED 100,000 (USD 27,000), the first-place winner will be awarded USD 15,000, the second-place winner will receive USD 7,000, and the third-place winner will obtain USD 5,000. This initiative showcases Salik and Dubai Culture's dedication to empowering local and budding talent.

Inspiring creativity and purpose

The main goal of this contest is to bolster Dubai’s creative environment, encouraging artistic skill development and experimentation among young talent. Alongside promoting public participation in the arts, the initiative aligns with Dubai's broader ambitions of becoming the global arts and culture center.

Mr. Ibrahim Al Haddad, CEO of Salik, emphasizes that the initiative is about more than aesthetics, stating that art influences Dubai’s innovation and future. By reimagining a daily transportation tool, the competition creatively intertwines culture and mobility, positioning art within the framework of smart city development.

He further noted that the initiative reflects the vision of H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum and contributes to the legacy of “Erth Dubai,” creating smart and sustainable solutions while enabling youth artists to impact tangible public products.

Fostering Dubai’s cultural identity

Shaima Rashed Al Suwaidi, CEO of the Arts, Design and Literature Sector at Dubai Culture, emphasized that the competition will enhance Dubai’s unique cultural identity. She views art as a crucial reflection of a city's essence, believing that this initiative will help extend the emirate’s creative narrative and amplify appreciation for artistic expression among both locals and visitors.

The aim is to encourage emerging artists, promote rich cultural dialogue, and ensure that art remains accessible to everyone. By inviting diverse contributors, including calligraphers, graffiti artists, and visual designers, Dubai Culture seeks to create an inclusive and vibrant contest atmosphere. The resulting designs could highlight modern themes or weave in historical and futuristic elements.

Redefining public interaction

The reimagined Salik tags will serve dual objectives: refreshing the existing design and enhancing public interaction with a familiar device. By transforming these tags into artistic expressions, the initiative aims to enrich public engagement and give a distinctive personality to a product used by countless vehicles throughout the city.

Salik also plans to enhance its design library, offering more options for consumers. This could lead to seasonal or special edition designs and deepen the public's connection to the brand.

Empowering new talent

The competition anticipates participation from professional artists, students, self-taught creators, and members of grassroots art communities. It aims to provide newcomers with the recognition and encouragement necessary to elevate their careers.

While the significant cash prizes are a motivating factor, the chance to have their designs displayed on a grand scale across Dubai may hold even greater significance for many participants. A design on thousands of vehicles symbolizes significant achievement for artists.

Championing creativity in the future

Dubai’s leadership has consistently highlighted innovation as a national objective, and this competition shows that creativity extends beyond business and technology. By incorporating art into public infrastructure, the emirate illustrates that creativity is fundamental in its vision for urban living and smart transport.

The “Erth Dubai Through Your Eyes” contest invites artists to break free from strict design constraints. Whether inspired by the skyline, diverse cultures, desert landscapes, or modern milestones, participants are encouraged to express their unique perspectives.

More than just a design challenge, this competition serves as a rallying cry for the creative community to help forge a visual identity, deepen cultural appreciation, and transform everyday items into meaningful art. By seamlessly integrating art with mobility, the initiative connects Dubai’s contemporary urban environment with its rich artistic heritage.

Interested artists are urged to begin preparations for their submissions early and explore themes that encompass Dubai’s evolution, heritage, and aspirations.

With Dubai's continuous growth, the “Erth Dubai Through Your Eyes” competition stands as an open invitation for creators to imprint their visions on the emirate’s cultural narrative—one toll tag at a time.