Visual display company, MultiSell Technology Middle East FZCO, and digital motion specialists, Xische Digital have formed a new entity called MX2 in Dubai. The joint venture is aimed at bringing the two companies’ core technologies together to provide clients with new design and technology solutions.
“MX2 will focus on Xische’s competence in areas such as the creation of niche 2D and 3D digital communication tools by fusing together our mix of interaction, animation, film and digital environments with MultiSell’s HMI (Human-Machine Interface) using motion interactive technology,” says Danish Farhan, the CEO of Xische Digital. “For us, it is a logical progression combining a delivery platform to play our digital intuitive content. The result is a powerful experience leading the new media revolution.”
Xische Digital was also the official animation partner for Dubai International Film Festival 2005. Speaking about the new technology, Mohamed El Omari, managing partner of MultiSell Technology adds: “The Middle East is one of the fastest growing regions in the world. International brands understand that they are dealing with a young demographic market where they need to use innovative marketing technologies to attract the attention of the audience and build brand awareness,” he adds.
MultiSell, which operates out of Dubai Airport Free Zone, has marketed gesture-based solutions, high resolution projection screens, interactive floors and the world’s largest flying TV to more than 18 regional countries. “Imagine standing in front of a large transparent screen. The picture appears to be floating in thin air. You simply point your finger to browse through a website without a touch-screen or mouse. This is MIM technology. It enables a person to intuitively interact with a screen or a computer,” says Said Muhieddine Mneimneh, group sales manager, MultiSell Technology Middle East.
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