Multimedia meets shopper-tainment

Dubai Mall's sophisticated technology is set to change the face of shopping in the UAE.
Developer Emaar claims the Dubai Mall will set new global standards in mall entertainment technology.
Developer Emaar claims the Dubai Mall will set new global standards in mall entertainment technology.


A host of the latest cutting-edge technologies will be installed within the Dubai Mall, which will see it acclaimed as a global hub for retail leisure and for its sophisticated multimedia systems, respectively.

The mall will house more than 400 high definition LED screens and 300 advertising panels, including 40 large panels measuring 11 by four metres, which will be positioned throughout the mall’s main areas and within themed precincts.

Entertainment attractions such as SEGA Republic and KidZania will feature innovative multimedia components. Building on the premise of assuring total ‘shopper-tainment’, the concept has been developed to give visitors a unique “visual journey” shopping experience.

The integrated multimedia system can display a series of imagery and capture “moments of exclusivity”, which can then be telecast simultaneously across the entire mall network to allow all visitors to share in the entertainment.

Some of the most innovative components at the Dubai Mall, include the multimedia-themed precincts such as Fashion Avenue, which has a fully retractable LED embedded-catwalk, eight LED columns encircling the stage, and five video rings that lower from above – all synchronised to a world-class sound system.

At the world’s largest indoor Gold Souk is a built-in planetarium-like projection system that is capable of illuminating the 22m-wide Treasury Dome with ever-changing displays and images.
Another notable feature is the Dubai Ice Rink’s 20m by 10m multi purpose, high definition LED screen.

The Dubai Mall will boast some of the most sophisticated multimedia and surround sound systems ever seen in a shopping mall that developer Emaar claims will offer advertising clients an engaging platform, in which to deliver brand messages more effectively to their potential customers.

Emaar Malls CEO Jim Badour said he expected more than 30 million visitors to visit the shopping centre within the first year of opening, which provided a major platform for brand recognition on a global scale.

“The exclusive multimedia display systems enhance the existing leisure attractions...our focus was to integrate the multimedia capabilities into the larger entertainment offerings of the mall,” he said.

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