Building on the premise of assuring total 'shopper-tainment', visitors are taken on a visual journey as a combination of dynamic and static images are displayed throughout the mall in a colourful array of shapes, sizes and formats.
A key feature of the integrated multimedia network is the ability to capture 'moments of exclusivity' – a single image projected across the entire mall that will ensure total visitor attention. These moments could include displays of live shark feeds to brand launches telecast across the entire network to provide mall-wide entertainment to visitors simultaneously.
Displays notable for their size and visual impact 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.
Employing some of the most sophisticated multimedia and surround sound systems ever seen in a shopping mall, The Dubai Mall also offers its clients an effective media to take their brand messages closer to a captive audience of potential customers.
Mr Jim Badour, Chief Executive Officer, Emaar Malls said: "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. Our focus was to integrate the multimedia capabilities into the larger entertainment offerings of the mall."
Some of the most innovative components at The Dubai Mall are the multimedia-themed precincts such as Fashion Avenue, where one will find 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 capable of illuminating the 22m-wide Treasury Dome with ever-changing displays and images. Another notable feature is the Olympic-sized Dubai Ice Rink's massive 20m x 10m display, which doubles up as a score board for sporting matches, or a display for live events.
Mr Yousif Al Ali, General Manager, The Dubai Mall, added: "Customers demand a different shopping experience from malls, particularly in the Middle East where malls have become lifestyle and entertainment destinations. The colourful displays, the sounds, the buzz of activity are all key to creating a vibrant mall environment. The integrated multimedia network at The Dubai Mall will be an audio-visual spectacle that will keep visitors constantly entertained and stimulated. It will be unlike anything ever seen or experienced in a shopping mall."
In total, The Dubai Mall features more than 400 high-definition LED displays and over 300 advertising panels including 40 Premium Panels of size 11m x 4m, prominently located along the mall's main thoroughfares, public atrium spaces, link bridges, interactive store directories, lift lobbies and within themed precincts. Entertainment attractions such as SEGA Republic and KidZania also feature innovative multimedia components, enhancing the overall experience.
The Dubai Mall has a total area of 12.1 million sq ft, with an internal floor area of 5.9 million sq ft and a gross leasable space of 3.77 million sq ft. One of the world's largest shopping destinations, The Dubai Mall will feature over 1,200 retail shops including two department stores including Galeries Lafayette and more than 160 food and beverage outlets. Entertainment and leisure attractions include the Dubai Aquarium & Discovery Centre, Dubai Ice Rink, Gold Souk, Fashion Avenue, KidZania®, SEGA Republic and Reel Cinemas the 22-screen Cineplex. The adjoining The Address, Dubai Mall luxury 5-star hotel has 250 rooms and 450 serviced apartments.
