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DIGITAL PROJECTION | EXPERIENCE CENTRE UK manufacturer of digital imaging solutions, Digital Projection recently opened a brand new Experience Centre in the hub of the Middle East - Dubai. Although I couldn’t make it to the official opening, I did manage to secure a visit just a couple of weeks later when I was in the region. Based in Dubai Silicon Oasis - a Government-owned incentivisation zone, which offers benefits to companies operating within the tech park - Digital Projection FZE was easy to find, thanks to a location map with the office pinned in Tim’s signature. Although, I’m not sure other visitors took the same approach as me given the surprise on Tim’s face when I turned up at the door, having not had to make that ‘I’m lost’ phonecall! Tim Wood, who is originally from the UK but has been in the UAE for over 20 years, is the company’s Regional Manager Middle East and Turkey. He explained how the idea for the Experience Centre came about: “The decision was taken to open an Experience Centre when we reviewed the European marketplace, of which the Middle East is part of under the banner of EMEA.
Looking at the achievements we’ve made in the first three-and-a-half years in this market and looking at the data of future growth in the production industry, as well as theme parks, museums and visitor attractions, we believe the Middle East offers considerable growth. “We have also gathered some reference installations in the first two or three years, so combining the installations, the growth we’d had already and the potential growth, we all thought this would be a good place to build a base. But the aim was always to build an experience centre base rather than a projector display base.” This meant that Tim and the team didn’t simply want a facility that showcased projectors. Fundamentally, all projector manufacturers make projectors, but if they then carry out a demonstration, they are ultimately projecting an image onto a wall and asking the customer to imagine how it will look like on a much larger display, an outdoor display or in a museum, for example. A number of other technologies are needed to create the entire package - screens, content management systems, software and housing. www.mondodr.com
Therefore, it was vital the Experience Centre was build with eco-partners, as Digital Projection likes to refer to them. “The collaborations were set up with a great deal of ease to be honest. We had the project in mind prior to ISE and we talked to a couple of people ahead of the show,” continued Tim. “We were enthused by the interest we received from people who work with products from projector displays. It came together more at ISE as we were able to talk to those people in a bit more detail and we’d signed the lease on the office space so we knew we were definitely going ahead.” One of the first to come on-board was STEWART Filmscreen, it has a lot of commercial operations in terms of big screens but it didn’t have anywhere to showcase these big screens in Dubai. The Experience Centre is equipped with an AT2 fixed frame screen with Graymatte 70 material; with a seamless image size of nine metres by 4.5-metres. As Tim and the team predict building mapping to be a huge growth area, a content management system was essential and this is where DATATON came in. Tim and Inter-
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