Daktronics Brings Rings of Entertainment to Life for Dubai Mall

Five-ring suspended display moves apart and together for an attention-grabbing video feature

BROOKINGS, S.D. – Nov. 18, 2024 – Daktronics has partnered with Emaar Malls and TAIT Towers to manufacture and install a five-ring display spectacular in Dubai Mall’s Fashion Catwalk Atrium to deliver an attention-grabbing video experience for shoppers. This video feature was delivered to the mall’s location in the United Arab Emirates early in 2024.

“Choosing the right partner was crucial for this project,” shares Hazim Omari, senior AV consultant with Emaar Malls. “Daktronics emerged successful following our rigorous vetting process. They demonstrated excellent competency from concept design to project planning and, ultimately, project delivery. The quality of our spectaculars is important to our own branding and the branding of our advertising partners. Daktronics, in partnership with TAIT Towers, delivered a state-of-the-art bespoke system and one-of-kind unique experience for Dubai Mall visitors.” 

The Fashion Catwalk Rings Display

Suspended in the center of the atrium, five LED ring displays come together to form a circular display system. Each of these displays measures 0.75 meters high by 24 meters in circumference and features a 3.9-millimeter pixel spacing to deliver crisp, clear imagery to shoppers as they move about the area.

These displays are capable of raising and lowering driven by a bespoke winch system designed and manufactured by TAIT Towers, giving the impression of the display breaking apart into multiple pieces for a one-of-a-kind visual experience. They can show one large video or animation across all displays or operate independently to create the mall’s desired ambiance or deliver the intended brand messaging.

“Daktronics appreciates our longstanding relationship with Emaar and this was the latest great opportunity to showcase our solutions in The Dubai Mall,” said Andrew Gorder, senior project manager for Daktronics. “It is always a challenge to deliver a project in the world's largest mall; with the limited working hours, tight schedules and the requirement to return the atrium to normal operation status each morning. 

“This atrium is in high demand for Emaar business activities, so we were faced with the challenge of condensing our three-month schedule into two months. With the expertise and hard work from Emaar, Daktronics Dubai team and TAIT Towers, we were able to successfully deliver this LED display system and upgrade to the winch system to current EN standards.”

About Dubai Mall

Located in the heart of the prestigious Downtown Dubai, is The Dubai Mall, the world’s largest and most-visited retail and entertainment destination. With over 1,300 stores including 200 dining outlets, The Dubai Mall offers an unparalleled retail mix combined with world-class dining, entertainment and leisure attractions. The mall’s high end precinct Fashion Avenue, positions The Dubai Mall as the hub of luxury for the region.