Dubai Festival City has demonstrated its leadership in consumer on-ground engagement with the installation of a bespoke Laser Tunnel at Festival Square, Dubai Festival City Mall. As part of a number of innovative experiences created specifically for the Dubai Shopping Festival, the 20-metre tunnel takes shoppers and mall-goers through a kaleidoscope of colour and sound, allowing them to get a taster of the recently launched Guinness World record breaking global attraction – IMAGINE.
Customers can have their photo taken inside the tunnel and upload it live onto Facebook to share with family and friends. The free experience has already seen more than 61,600 mall-goers take part – an average of 1,600 people per day, and the video created to support the activity has already received 589,000 views on Facebook.
Steven Cleaver, Director – Shopping Centres at Al Futtaim Real Estate said: “The installation is a bespoke experience created specifically to drive awareness of our new attraction IMAGINE, as well as to create a tangible immersive experience that will ultimately increase dwell time in the mall and enhance consumer engagement. The tunnel takes visitors through a journey of colours, sounds and lights to get a sense of wonder and awe, and to set the tone for what is to come at the real show.”