Emaar set to market the landmark on conjunction with its Burj Khalifa 'At the Top' experience
Dubai Frame, the latest landmark on the emirate's growing skyline, is set to open next month, and will feature a look at the city's past, present and future.
A Dubai Municipality project, Dubai Frame will offer uninterrupted views of the city from all sides - Old Dubai to the north, and New Dubai to the south.
In a change from the original plan, the claddings of Dubai Frame are made of stainless steel in golden colour, according to Hussain Nasser Lootah, director general of Dubai Municipality.
“We had first thought of having silver colour, but that was not giving the required aesthetic beauty of the structure. We have also coordinated with Dubai Civil Defence in ensuring the safety of the structure,” said Lootah.
Dubai Frame, or ‘Berwaz Dubai’, consists of two towers of 150m height that are connected by a 93m bridge at the top.
The space between the towers gives a clear view for the city from a high altitude. On one side, it conveys the images and buildings of Sheikh Zayed Road, to symbolise the modern city of Dubai, while the other side of the ‘Berwaz’ includes landmark areas of Deira, Umm Hurair and Karama, which symbolise the old Dubai.
Property giant Emaar has signed an agreement with Dubai Municipality to market and promote the Dubai Frame, which is expected to attract two million customers each year.
As per the agreement, Emaar will link visitors' trips to the Burj Khalifa’s ‘At the Top’ with Dubai Frame and offer a tour of the landmark, with tickets to be issued electronically.
The tour takes the visitor on a journey through Dubai's history, starting at the mezzanine level, where visitors enter into an immersive experience representing the recent past of the city. Projections, mist effects, smells, and motion will create the immersive mood setting of the space, according to Dubai Municpality.
The ‘Past Dubai’ gallery tells the story of the evolution of the city and its past, and shows the old city using the latest presentation technology.
After that, the visitors are directed to the second experience on the Sky Deck level that represents the ‘Present of Dubai’.
Views of ‘old’ and ‘new’ Dubai on each side will be supported by interactive applications, such as augmented reality activated screens, whereby the visitor can identify different buildings and landmarks.
The next experience is on the other side of the mezzanine level, where the visitor can see the ‘Future Dubai’ gallery.
The concept of this gallery is to depict Dubai 50 years from now into the future by creating a virtual metropolis through interactive projections and virtual reality technology.
The visitors will exit the elevator onto the mezzanine floor to pass through a vortex tunnel with special lights and sound effects. The idea is to create an illusion of time travel through a warp vortex and arriving into the city 50 years ahead and an immersive ‘Virtual Metropolis’ experience
Dubai Municipality said Emaar will provide guidance on the operation of the premises and advise on the selection, recruitment, appointment and training of staff, in addition to providing suggestions and recommendations regarding the promotion and appropriate customer tour in the area in order to provide the best experience to customers.
The agreement was signed by Hussain Nasser Lootah and Ahmed Al Matrooshi, managing director of Emaar.
“Dubai Frame is one of the unique projects that Dubai Municipality is keen to implement, which is an aesthetic icon and an architectural landmark that culturally connects the past with the present, and an important attraction for visitors, tourists and residents alike,” said Lootah.