Cutting edge 'shopper-tainment' promised at The Dubai Mall

Once complete, the 12.1 million ft? Dubai Mall - the newest project from Emaar Malls Group LLC - will be one of the world's largest shopping and retail destinations.

Once complete, the 12.1 million ft² Dubai Mall - the newest project from Emaar Malls Group LLC - will be one of the world's largest shopping and retail destinations. And, as of mid-August, it will boast the world's most sophisticated multimedia system.

Billed as 'shopper-tainment', the integrated multimedia network contained in the mall will simultaneously display a combination of dynamic and static images throughout the retial destination. The integrated technology will make it so that a single image -  a 'moment of exclusivity' - can be projected across the entire mall at any moment.

"The exclusive multimedia display systems enhance the existing leisure attractions by capturing 'wow' moments and projecting them across the entire network for all visitors to experience," said Jim Badour, CEO of Emaar Malls. "Our focus was to integrate the multimedia capabilities into the larger entertainment offerings of the mall."

Some of the most innovative components within the facility are: Fashion Avenue, where a fully retractable LED catwalk, eight LED columns, and five video rings that lower from above, are synchronised to the cutting-edge sound system; The Gold Souk with its built-in planetarium-like projection system; And, the Olympic-sized Dubai Ice Rink's 20m x 10m display, which doubles as a score board for sporting matches or a display for live events.

In total, The Dubai Mall features more than 400 high-definition LED displays and 300 advertising panels including 40 'premium panels' (11m x 4m), located along the mall's main thoroughfares, public atria, link bridges and other social spaces.

"Customers demand a different shopping experience from malls, particularly in the Middle East,"? said Yousif Al Ali, general manager of The Dubai Mall. "The integrated multimedia network at The Dubai Mall will be an audio-visual spectacle that will keep visitors constantly entertained and stimulated."

Featuring more than 1200 retail shops and 160 food and beverage outlets, Dubai Mall expects to attract around 30 million visitors in its first year. That level of footfall, combined with the state-of-the-art multimedia and surround sound technology makes Dubai Mall a highly sought after location for brands looking to expand recognition in the region.

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