Float4 Completes Multimedia Project Meraas City Walk In Dubai
Gail Chiasson, North American Editor
Montréal-based Float4 is continuing its expansion into the international market with one of the most ambitious multimedia projects of 2016: the Meraas City Walk in Dubai which features the extensive use of digital installations with the goal of creating an unrivalled destination for tourists and local residents.
Covering over 85,700 m2, equivalent in size to 12 football fields, the Meraas City Walk showcases a digital experience meticulously integrated into the public space, which includes upscale retail, entertainment and residential components.
“For our team, it was an opportunity to demonstrate our know-how through a hugely ambitious project – even by Dubai standards,” says Alexandre Simionescu, co-founder of Float4. “The project may only be a first step into the region, but it fully reflects our commitment to increasing our presence in international markets.”
Overall, Meraas comprises more than 30 LED installations in 21 different formats and nearly 30 high-res projectors totalling over 80,000,000 pixels. The project represented a major challenge for content production, made even more difficult by the fact that the majority of installations are located outside.
In its role as executive producer, Float4 handled all content creation, program strategy and technology infrastructure design. In addition to content inventory spanning diverse ambiances, two shows were created for a total of over 80 minutes of high-quality content. With themes that tap into the imaginary and futuristic, the artistic direction drew inspiration from the new development’s architecture and vocation. Currently, the project is in the integration stage. The site will be officially and fully open near the end of 2016. Fly studio, Gridspace and XYZ contributed to the project’s realization.
Float4 is a studio that fuses creativity and technology to design and produce interactive, immersive experiences within various fields such as entertainment, advertising, architecture and interior design. From Montreal to Dubai, Los Angeles and London, they instil its clients’ ideas and stories into the collective imagination using the environment as its canvas.Following a recent strategic repositioning, Float4 has adopted a new visual identity that highlights its singular character. Both technologically and creatively driven, premium and agile, Float4 now produces its work under a new identity created by graphic design studio by HAUS that recalls the myriad surfaces on which its richly imaginative work comes to life.
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