Aisha Rashid Deemas, Director General of Sharjah Museums Authority, shares her transformative journey and forward-thinking vision for Sharjah’s museums – blending heritage with innovation.
Can you talk us through your career to date?
My journey in the cultural and museum sectors has been both rewarding and transformative. I began my career with the SharjahMuseums Authority in 2008 as a Curator at the Sharjah Museum of Islamic Civilization, where I managed collections, organised exhibitions, and fostered national and international collaborations. This role allowed me to deeply engage with the cultural heritage of our region. In 2012, I was promoted to Director of Executive Affairs at the Sharjah Museums Authority. In June 2023, I was appointed Director General of the Sharjah Museums Authority. My focus remains on sustainability, cultural preservation, and community engagement. I believe museums are crucial not only in preserving our heritage but also in fostering social connections and engaging the community.
What inspired the establishment of Sharjah Museums Authority, and how has its mission evolved since 2006?
The Sharjah Museums Authority (SMA) was established in 2006 by His Highness Sheikh Dr. Sultan bin Mohammed Al Qasimi, the Ruler of Sharjah. The vision behind its creation was to preserve and promote Sharjah’s rich cultural heritage, making it accessible to residents and visitors alike. At the time, the already existing museums were brought together under the umbrella of SMA to weave a strong network of museums that would serve as educational, cultural, and social hubs, reflecting the emirate’s legacy in arts and culture. Over the years, these museums have been developed and new projects initiated. SMA now manages 16 museums covering diverse topics such as Islamic art, archaeology, natural history, and contemporary art.
You are visionary in your outlook. How do you plan on shaping the cultural landscape of Sharjah through SMA?
Sharjah has been named the Capital of Arab Culture, the Capital of Islamic Culture and the World Book Capital in 1998, 2014 and 2019 respectively. Driven by the vision of His Highness Sheikh Dr Sultan bin Mohammed Al Qasimi, Member of the Supreme Council of the UAE and Ruler of Sharjah, SMA and all the cultural entities in the emirate work on preserving our rich heritage while embracing innovative practices that engage both the local and global communities. What this means for the museums, and for me personally as Director General of SMA, is a focus on the role of the museums towards the community in terms of social engagement, inclusion and diversity, and various means of knowledge transfer such as: documentation and research, partnerships and exchange, and education and awareness.
How do you balance cultural preservation with the need for modern, engaging exhibitions?
Balancing cultural preservation with modern, engaging exhibitions is central to our mission at the Sharjah Museums Authority. We honour Sharjah’s rich heritage by showcasing and safeguarding it through our extensive collections and exhibitions, and we ensure that we implement the highest museum standards in the preservation of collections, exhibition design and community programming. Modern engaging exhibitions may incorporate modern technology and innovative strategies, however, what really lies at the heart of engagement is speaking to the needs of your audiences. For instance, our latest “Journey of Discoveries” exhibition at the Sharjah Archaeology Museum offers an interactive hands-on experience designed specifically for children, allowing them to play freely while also teaching them a lot about the field of archeology and its significance. Understanding the developmental needs of children in this case here is the main engagement factor. We have also integrated technologies like augmented reality (AR) into our exhibitions, enhancing visitor interaction and making the museum experience more immersive.
What’s your vision for the role of Emirati women in the art and culture space, and how do you plan on empowering them?
Emirati women have always been integral to our nation’s cultural fabric, and my goal is to ensure they continue to play a central role in shaping the future of the arts and culture sectors in the UAE. At Sharjah Museums Authority, we prioritise education and professional development, offering platforms for women to share knowledge, engage in cultural dialogues, and contribute to preserving and promoting our heritage. This includes mentorship and leadership programmes, partnerships with universities, and practical experiences that help women build their careers and assume prominent roles in the cultural landscape. I am also dedicated to fostering an inclusive environment where women’s voices are heard and valued. Through exhibitions, educational programmes, and community initiatives, we highlight the contributions of women, ensuring their achievements are recognised and celebrated. By providing the tools, opportunities, and support needed, we empower Emirati women to become leaders in the art and culture space, driving positive change and innovation in our cultural sector.
How does SMA ensure each museum remains unique while contributing to Sharjah’s cultural narrative?
Each museum under SMA has a distinct thematic focus, which allows it to offer a unique perspective on Sharjah’s heritage. For instance, the Sharjah Heritage Museum is dedicated to Emirati culture, while the Sharjah Calligraphy Museum celebrates Arabic calligraphy. The Sharjah Museum of Islamic Civilization highlights Islamic art and culture, serving as a bridge between the past and present. This thematic diversity ensures that each museum contributes uniquely to Sharjah’s broader cultural narrative while preserving its specialised focus. We also emphasise community involvement and education, making our museums active centres of learning and cultural exchange. Through exhibitions, workshops, and public programmes, SMA’s museums engage the local community and foster an appreciation of Sharjah’s heritage among younger generations. Moreover, SMA participates in international cultural diplomacy, promoting Sharjah’s cultural heritage on a global scale through exhibitions and collaborations. These strategies ensure that each museum retains its uniqueness while contributing to a cohesive and dynamic cultural narrative that reflects Sharjah’s rich history and its role in the broader UAE cultural landscape.
What strategies do you use to attract diverse audiences to Sharjah’s museums?
To attract diverse audiences, SMA focuses on diverse offerings both in terms of exhibitions as well as programmes. We also ensure our services and facilities cater to the diverse needs of our audiences. All of our museums are accessible physically and intellectually. Physical access ensures the constant upgrade to allow for optimum accessibility to buildings for various audiences with different abilities and of all age groups; this includes wheelchair access, Braille labels and touch tours, and a wide range of services for mothers, children, families and the elderly. Multiple museums have been awarded the certificate of Accessible for Disability in the Museum category by The World Disability Union (WDU). Furthermore, our museums are also recognised as ‘Child Friendly’ and ‘Age Friendly’ within the efforts of the emirate as a whole to be both child and age friendly.
Could you share some of the proud moments and key milestones the SMA team has achieved together?
I have witnessed numerous proud moments and key milestones that reflect the collective success of our dedicated team. One of the most notable milestones was the recognition of our unique SAWA Museum Studies Program, which received the AGYA award in 2019, in recognition for initiatives and projects that promote the role and value of humanities in research, education and society and in communicating humanities to a broader public, and again honoured with the Best Cultural Collaboration Award at the Leading Cultural Destinations Awards in 2020. Another proud moment was the successful, unique and unprecedented collaboration of friendship between the Sharjah Museums Authority and the Vatican Anima Mundi Museum in 2014 on the occasion of Sharjah being named Capital of Islamic Culture. A joint exhibition was devised to give a glimpse of the diverse ways of life Muslims pursue all over the world, their customs and cultural traditions and the fascinating stories that lie behind some of the objects they made and used. Through this collaboration, not only were unique artefacts from the Vatican’s collection shown in the first-ever collaboration with an Arab and Muslim museum, but it also resulted in increased intercultural knowledge of each other and documented and presented elements of Muslim cultural heritage in Sharjah, the Vatican, and later on in Australia as the joint exhibition travelled further to be shown at the National Museum of Australia in 2019.
What role do you see technology playing in the future of museums in Sharjah?
Technology is pivotal to the future of museums in Sharjah, enhancing our ability to engage and educate diverse audiences while preserving our cultural heritage. At SMA, we view technology as a tool to complement, rather than replace, the traditional museum experience. We are integrating cutting-edge technologies like augmented reality (AR) and virtual reality (VR) into our exhibitions. Looking ahead, we will continue exploring new technological advancements that enhance the visitor experience, support educational initiatives, and foster greater connection with our cultural heritage. By staying at the forefront of technological innovation, we aim to ensure Sharjah’s museums remain relevant and dynamic spaces that resonate with both local and international audiences.
This is The Visionary Issue – what is your vision for the future and who according to you is visionary?
I hope that the museums in Sharjah will continue to evolve and grow as our country continues to evolve and grow. Culture is integral to community development and museums are at the core of that. Museums are dynamic platforms for knowledge exchange and the sustainable development of museums has the power to bridge the past, present and future. Ultimately, my vision is for Sharjah to be recognised not only as a hub of cultural heritage but also as a beacon of innovation and sustainability in the museum sector. A visionary in my opinion is a person who can read and understand their current environment in a holistic manner such that they are able to foresee how this environment can evolve and grow in the future.
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