Aldar at Cityscape

22

TECH FOCUS

ALDAR AT CITYSCAPE

FOUNDED IN 2007 IN ABU DHABI, CITYSCAPE HAS BEEN HELD ON AN ANNUAL BASIS EXHIBITING THE LATEST REAL ESTATE DEVELOPMENTS IN THE UAE. SINCE ITS INCEPTION, THE SHOW HAS GROWN TO RECEIVE OVER 15,000 VISITORS, 238 DELEGATES & SPEAKERS, AND 100 EXHIBITORS IN 2018 - EVOLVING INTO A ‘GO-TO’ EVENT FOR INVESTORS AND POTENTIAL BUYERS OF PROPERTY, HOSTED AT ADNEC (ABU DHABI NATIONAL EXHIBITIONS CENTRE).

Aldar, the government-run master developer for Abu Dhabi, has a clear annual objective to have a strong and impactful presence at the show. They challenged Action Impact to create an exhibition environment to distinguish and to attract - highlighting not only their latest development, Alghadeer, but Aldar as a complete brand.

The result was a bold design - a completely white, fully immersive exhibition environment with a specially treated spray-painted floor, adding an ethereal-like timbre to the decor. The striking centrepiece was a bespoke kinetic sculpture with 250 moving ‘droplets’ inside a custom designed grid of 750 static droplets - drawing the eye to slow-motion type waveforms

that formed dynamic dancing patterns over the centrepiece model.

A Madrix motion-control system, managed via timecode, controlled 19 individual kinetic motors providing numerous different presets of controlled movement of the droplet array. The result culminated in a stunning 20-minute looping display over 20 emotive wave formations

ME

TECH FOCUS 23

ME

24TECH FOCUS

“It was the standout booth at the show - an exceptional brand experience that welcomed and engaged the audience, regardless of their reason for being at the stand”

Action Impact Account Director, Hedley Grist

and dances running continuously throughout the 3 days at Cityscape.

To further enhance the grandeur of the centrepiece - Hedley Grist, Account Director at Action Impact, added “We also included accompanying kinetic elements underneath the sectioned model, via a series of subtley extending pistons, allowing us to raise specific parts of the model to interact with the dancing overhead droplets - it allowed for delicate motion undeneathe the beautiful centrepiece.”

Surrounding the Aldar stand, and to contribute to an inviting and refreshing openfeel,

a total of 80sqm of specially commissioned ER10 transparent LED screens where flown in from Elenco, Spain. The semi-transparent LED panels delivered large areas of specially created video content further enhancing and supporting an additional visual layer to the 20-minute long kinetic show. All video content and automated lighting was centrally managed via a Ventuz Media Server coupled with numerous multitouch interactives and data capture tools on the stand.

“It was the standout booth at the show - an exceptional brand experience that welcomed

and engaged the audience, regardless of their reason for being at the stand” Hedley Grist added.

Aldar’s 560sqm stand was among the largest at the 3-day exhibition, which ran from 17-19 April, 2018. The 12th edition of the annual show provided a platform for developers to launch flagship real estate projects worth more than AED15 billion (US $4.1 billion), including the AED10 billion Alghadeer by Aldar Properties.

www.actionimpact.com www.elenco.es

ME