Abu Dhabi's largest property developer used Frieze London this week to announce a new creative district for the emirate, a month before Frieze's first Middle Eastern fair opens there. Aldar, the official fair partner of Frieze Abu Dhabi, unveiled Noma, billed as a 'creative neighbourhood' whose name is New York-style shorthand for its location: North of Manarat Al Saadiyat, the venue hosting the inaugural fair from 19 November. Concrete plans for the district have yet to be released, but the announcement was given heavy billing — the Noma logo appeared on place settings at Thursday night's Collectors' Dinner inside the Frieze London tent — underlining how visible a presence the Gulf capital is building at the London fair.

The move fits a years-long campaign to turn Abu Dhabi into a magnet for creative talent. Mohamed Khalifa Al Mubarak, chairman of the Department of Culture and Tourism who also chairs Aldar, has spoken for years about investing in cultural infrastructure — institutions, music programmes, school curricula — rather than just buildings. The Gulf already has working models for such districts: Dubai's Alserkal Avenue now hosts most of the UAE's major galleries, while Riyadh has its own post-industrial zone Jax and Abu Dhabi recently launched Miza, a creative district centred on its Warehouse421 arts space in the port area.

Frieze Abu Dhabi itself will bring 88 galleries with a focus on South-west Asia and North Africa, and will import familiar elements: Frieze Sculpture along the Mamsha beachfront, a Focus section, and a Frieze Masters curated by Marika Sardar. A cloud hangs over preparations, however. The closure of Saudi airspace this week — due to a conflict the UAE is not part of — has made some gallerists nervous, as has talk from Washington about a possible resumption of war with Iran. Frieze says it and Abu Dhabi's culture department remain fully committed to the 19 November opening, with preparations well advanced and flexibility promised for any gallery affected by travel advisories.