The stand, at nearly 1100 square metres, was a showcase not only for Dubailand's investors and their projects, but also for the other projects being masterminded by parent company Tatweer within Dubailand: Bawadi and The Tiger Woods development, Universal Studios Dubailand and Global Village. The concept for the stand involved completely surrounding the stand at high level with a giant double-sided screen, specially printed in Europe on the only printer capable of handling the 280 metres of material.
The printed imagery was then enhanced with a specially produced five-screen video presentation, using high-powered projectors, a surround-sound system and computerised lighting to create a dynamic ambience across the whole stand.
Once visitors stepped onto the stand, they were enveloped in the Dubailand atmosphere. The focal point of the stand was a replica of the Universal Studios globe, and visitors were able to spend time exploring the models and videos of key projects, whilst also being entertained by a diverse mix of entertainers, reminding them of the range of fun and entertainment that will be on offer when Dubailand launches in 2010.