MoE Summer Activation
Final 3D render of the Tilt Maze activation at Mall of the Emirates

Client

Mall of the Emirates

Agency

LIGHTBLUE, Dubai

Role

3D Designer

Market

UAE · Dubai

Year

2021

01 · Project Brief

The coolest destination for summer

For Dubai Summer Surprises 2020, Lightblue was briefed to create a campaign and in-mall experiences for Mall of the Emirates.

Agency objectives

  1. Position Mall of the Emirates as “The Coolest Destination” for the whole family.
  2. Create excitement around the mall’s Dubai Summer Surprises show.
  3. Attract families, children and millennials with immersive, unforgettable experiences, making MoE a preferred summer destination.
  4. Encourage repeat visits from high fliers, power shoppers and regular visitors.

Activation requirements

  1. Create fun, engaging and unique experiences that drive visits, encourage spending and surprise visitors.
  2. Link activations to retailers to increase footfall to their stores.
02 · User Insights

An indoor escape, designed to be shared

Lightblue’s audience research highlighted school-holiday activities, relief from the heat and shared experiences. The challenge was to turn those needs into one engaging campaign theme.

Audience, design direction and our challenge

Lightblue audience insights: school holidays, escaping the heat and shared experiencesLightblue summer design direction: muted colours, retro-futurism and floral environmentsOur challenge: a consistent, engaging and distinctive summer campaign theme
03 · SketchUp Development

Turning the theme into a play space

My contribution was the Tilt Maze zone. I developed the layout, props and build details in SketchUp before moving into the final renders.

SketchUp model · views 01–04

SketchUp development view 1 of the Tilt Maze activationSketchUp development view 2 of the Tilt Maze activationSketchUp development view 3 of the Tilt Maze activationSketchUp development view 4 of the Tilt Maze activation
04 · Final Design

The Tilt Maze activation

Final 3D renders

Final render A of the Tilt Maze, props and visitor circulationFinal render B of the Tilt Maze, props and visitor circulationFinal render C of the Tilt Maze, props and visitor circulationFinal render D of the Tilt Maze, props and visitor circulation
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Let's Collaborate

I’m always excited to take on new and challenging work. Whether you need a brand built from the ground up, a product interface designed, or engaging 3D and motion content, I’d love to help bring it to life.

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