UreCulture is an international culture sector consultancy working with governmental bodies, cultural organisations and artists across the Middle East, Europe and USA. We develop and implement strategies and tools that enable, promote and protect art and culture. We shape strategy and create new organisations.  We bridge cultural and artistic knowledge and sensitivity, with strategic and management frameworks needed to plan, implement and deliver complex projects or organisations. We believe in a culture sector that is sustainable for the planet and people.


UreCulture was founded by Managing Director Nicky Ure to build on her unique experience with high profile projects in the Middle East culture sector. The Team is proudly built with highly experienced cultural professionals and we also curate from our network of experts the best team for each project.


We are a global consulting practice with our company base in Madrid, Spain. Our team is based in Europe and the USA and travel frequently to the Middle East. Our network of culture sector experts is based across the globe. We work in both English and Spanish.


We believe that the culture sector can and should be part of a sustainable future. UreCulture is committed to safeguarding the environment and positively impacting planet Earth, which translates across our company values and through the specialised sustainability planning services we offer to our clients.

about nicky ure

Our philosophy

“Art and culture have a significant and important role to play for our evolution as humans and as a society. Culture is the evolving manifestation of who we are and offers us a powerful thread that connects humanity.

The development and management of cultural assets is key to supporting the role that culture plays for society. This is where we see the powerful intersection of cultural and artistic sensitivity, and strategy and business management. My background and experience has always navigated this intersection and this is why after a decade working in the sector, I founded UreCulture a few years ago. A current area of work that I am personally very passionate about is our initiative to develop sustainability strategies specifically tailored for the the Culture Sector. The transition to a new paradigm led by sustainability strategies and new thinking is the challenge of our time, and art and culture have an important role to play.

In our work we offer a professional sensibility to multiple stakeholder needs, from artists and curators, to governments and corporate bodies. Clients come to us for exactly this reason. We bridge the softer side of arts and culture with the pragmatic business side. Our role is to realise our client’s vision through shaping, progressing and delivering successful cultural assets that serve society.

We are proud to work with a host of inspiring people and organisations around the world.”

Nicky Ure,
Managing Director and Founder
about nicky ure



Managing Director

Nicky offers +13 years unique experience working on high profile governmental cultural projects in the GCC. Nicky worked for Department of Culture and Tourism (DCT) Abu Dhabi (2008 – 2015) and was appointed Director of Programmes Department (Culture). She was instrumental in the development of the Cultural Authority, as well as its museums, the Louvre Abu Dhabi, Guggenheim Abu Dhabi and Zayed National Museum. She also set-up and managed, 7 editions of Abu Dhabi Art the annual art fair and platform, and the 15400 sqm art exhibition centre Manarat Al Saadiyat, as well as other large scale festivals and exhibitions.  She worked on the overall cultural strategy planning for the Emirate, including audience and human capacity building for Abu Dhabi’s cultural assets. Following her career in Abu Dhabi, Nicky set-up UreCulture  and has continued to work for high profile arts and culture clients in the GCC such as Expo 2020 Dubai, Abu Dhabi Governmental Falconry Conservation & Heritage Funds, Ministry of Culture of Saudi Arabia, Oliver Wyman, and Manal AlDowayan, among others. Nicky’s current focus is the intersection of sustainability strategies and the culture sector, recently completing Business Management Sustainability studies at the University of Cambridge Institute of Sustainability Leadership.

Prior to working in the culture sector, Nicky worked for 4 years as a banking lawyer at the international law firm Stephenson Harwood and Simmons & Simmons in their offices in London, Hong Kong and Abu Dhabi. Nicky holds a Master of Arts (Honours) in Psychology from the University of St Andrews, Scotland and a Postgraduate Diploma in Law and Legal Practice Course from the University of Law, London.

Art and culture manifests in so many diverse ways, yet it uniquely unifies humankind.  Across history and time it has been a powerful catalyst for dialogue, impact and change in society. The role that the arts will have to play in our transition to a sustainable future will be critical and I am excited to be part of this.  One of the other gratifying aspects of my work is connecting with diverse players that are part of the very unique cultural eco-system. No two days or projects are ever the same.— Nicky Ure



Jennifer is a proven senior cultural industry professional with 15 years of experience in the development of cultural policy, strategic business planning, and complex programme management. In her role as Associate Director with Expo Dubai 2020, Jennifer worked to deliver Dubai’s first permanent curated public art collection. Previously, she worked with Nicky for three years at the Abu Dhabi Department of Culture & Tourism (DCT) in the lead up to the opening of the Louvre Abu Dhabi, Guggenheim Abu Dhabi, and Zayed National Museum managing large multi-national teams in the delivery of a number of high visibility projects. She has also contributed to the delivery of a range of cultural heritage projects including the Oman Across Ages Museum, the Kant Island Master Plan, the Dubai Culture and Tourism Shindagha Museum, and the British Council Gulf Exhibition Program. Additionally, in her role as Associate Director with the Aspen Institute in Washington, D.C., she developed the strategic plan for a new cultural partnership between the Institute and the Government of Abu Dhabi. Jennifer is also a qualified attorney.

Having seen firsthand the transformative role that art and culture can play in creating meaningful connections and fostering deeper understanding,  I have dedicated my career to the idea that art is universal and should be shared by all. — Jennifer Russ 

We curate the best global teams


At UreCulture we believe in a flexible and collaborative working model which benefits both our clients and experts and allows for culture sector knowledge and expertise to be shared across the globe. We are proud to have built over the years a wide-range network of culture sector experts who are based all over the world. On a case by case basis, we curate the best team for each project from this network.

Our network of experts cover all areas of the culture eco-system:

Curators & Public Programmers
Museum Management
Conservators & Registrars
Exhibition Design & Interpretation
Cultural Policy & Heritage
Art Patrons & Collector Engagement
HR & Capacity Building
Branding, Marketing & Communications

Curators & Public Programmers

Cultural Policy & Heritage Experts

HR & Capacity Building Experts

Marketing & Communications Experts

Exhibition Design & Interpretation Experts

Art Patrons & Collector Development Experts

Museum Management Professionals


Conservators & Registrars