May 2010
The landmark leisure, tourism and entertainment destination, now a member of Dubai Properties Group (DPG) was an impressive 800sqm of stunning architecture and exciting attractions, drawing thousands of visitors with a host of live events and activities to showcase the destination’s exciting range of attractions.
Action Impact set about planning the space through the eyes of a visitor and our concept was designed to deliver the perfect journey; a journey through the heart of DUBAILAND®
By looking at the way bubbles form when in close proximity we were able to create an environment that had no corners, where every surface is as important as another and most importantly allowed us to offer each entity the opportunity to create a mini immersive environment. A surprise around every turn!
The exterior was clad in slivers of beautifully illuminated plastic strips, whilst always allowing direct lines of sight within. 6m tall archways provided high level branding and clearly defined the entrance and exit points. With a large dedicated reception area, DUBAILAND® dominated the exterior, letting the investors take centre stage within.
ATM visitors were entertained with a selection of DUBAILAND® attractions, including fashion shows from Dubai Outlet Mall, freestyle footballing tricks at Dubai Sports City and massages by spa hostesses at Palmarosa. Guests could also savor movie popcorn at Universal Studios Dubailand™, practice their swing at Dubai Golf City, and savour cuisine from around the world at Global Village.
Throughout their journey, visitors were treated to the “DUBAILAND® Interactive Area”, an immersive experience that also provided a data capture opportunity for DUBAILAND®. Visitors were able to physically engage with the brand using a bespoke digital photo experience. This allowed participants to picture themselves at one of the five operational DUBAILAND® projects and then e-mail their virtual postcard to a friend.
The DUBAILAND® stand at Zabeel Hall showcased 15 projects and partnerships, delivered a striking and confident brand statement and was a huge success.
