Dubai Mall switches on the 'wow' factor

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The Dubai Mall has unveiled plans for what is claimed to be the most sophisticated multimedia system ever installed in a shopping mall.

The focus will be on integrating the multimedia capabilities into the larger entertainment offerings of the mall, according to its Emaar Malls' CEO Jim Badour.

"We expect over 30 million visitors from around the world to The Dubai Mall in the first year of opening, making it a highly sought-after platform for brand recognition on a global scale. The exclusive multimedia display systems enhance the existing leisure attractions by capturing ‘wow' moments and projecting it across the entire network for all visitors to experience," he said.

Dynamic and static images will be displayed across the mall, in its bid to chase strong shoppertainment credentials. The network has the ability for a single image to be projected across the entire space to reach all of its visitors simultaneously.

Displays will include a full 20m x 10m high-definition LED display overlooking the Olympic-sized Dubai Ice Rink, a fully retractable LED-clad catwalk in Fashion Avenue and the 22m wide Treasury Dome in the world's largest indoor Gold Souk, capable of projecting images similar to a planetarium format.

The innovative components will include the multimedia-themed precincts, for example a fully retractable LED embedded-catwalk, eight LED columns encircling the stage, and five video rings lowering from above at Fashion Avenue.

Yousif Al Ali, GM at The Dubai Mall said customers demand a different shopping experience in the Middle East as malls become entertainment destinations.

"The colourful displays, the sounds, the buzz of activity are all key to creating a vibrant mall environment," he said.

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