Dubai Mall: LED ActivationLED Activation, Global Experience, Immersive Experience
The Dubai Mall is one of the world’s largest shopping experiences with one of the world’s most complex digital media networks. All manner of large-scale LED video boards and interactive displays punctuate the shopper’s experience. Larger-than-life video elements greet visitors outside the mall. Inside they are treated to 60 foot mechanized video rings, horizontal video strips that connect floors, a fashion-forward video catwalk and a full-dome presentation court. Alan acted as Creative Director of all digital media displayed on this network and his agency produced all creative concepts and digital media. The creative challenge of merging the visual mores of the UAE culture with the consumer brand’s European and US sensibilities was more than achieved. Additionally, Mr. Hugh’s visual direction of digital media style frames became the Brand’s traditional media, out-of-home and online presence.