DP World Flow Pavilion
Dubai Expo
DP World, a global logistics company with headquarters at Jebel Ali Port Dubai, are a headline partner at Dubai Expo 2021.
Occupying over 100,000 square feet across 5 floors, the flow pavilion was designed to showcase how their business has transformed from early beginnings in 1972 as a Local Port Operator at Port Rashid in Dubai, to where they are now, a Global Trade Enabler with 50,000 employees worldwide.
My role included building an expert content team of creatives, artists, copy writers, producers, tech and film production, as well as contracting and managing auxiliary specialist partners to create over 120 bespoke pieces of content, which we installed into gallery spaces on each of the floors.
Galleries
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Connectivity Gallery:
A dramatic 40-metre physical-digital installation invites visitors to journey through Dubai’s exponential growth in trade, innovation, ideas, knowledge and progress, starting 100 years ago and projecting into the future. We created layers of content running across a 35meter LED backdrop and dynamic LED table to show the interconnected flow of trade.
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Mobility Gallery
Immersive interactive table showing the global flow of people and products: Six players, play against the clock across 12 interactive screens located in the mobility table. Their progress watched by gallery visitors on the 12M wide LED wall which pulsates into takeover mode at the end of each ‘journey’.
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Opportunity Gallery
We produced a series of 12 films called Living Portraits to explain how data and technology has transformed the lives of people from within the DPWorld network. A gallery of floating 86” screens effortlessly glide from digital attractor state to individual living portrait films through gesture control. Directional sound cloud supports each living portrait with a bespoke audio soundscape.
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Sustainability Gallery
An immersive, enclosed environment with cinematic projection wall, where we curated content so visitors could learn more about how DP World is fulfilling its sustainable principles through real-world projects to protect our planet.
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Atrium
At the heart of the Pavilion, running through the centre of the building is a dramatic LED screen measuring 20m x 14m and digitised 14m waterfall, programmed to run facts, films, and messages from around the Pavilion, along with live events.
To celebrate the UAE Golden Jubilee, we were asked to create a film that would look at future of UAE and DP World. We told this story through the eyes and voices of two children, one on Earth and one on Mars. The film was run as part of the Golden Jubilee celebrations, and executed as a OOH media campaign across digital billboards in Dubai, Expo Park screens, and across DP World social media channels..
Client: DP World
Agency: The Open Lab
Role: Executive Producer
Formats: Experiential, Events, Film, Social
