Dubai EMAAR Properties PJSC
Creek Habour Sales Center Customer Journey
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Dubai Creek Harbour is at the heart of a bold new vision for Dubai. A fusion of creativity and innovation, home to the iconic Dubai Creek Tower, it is set to define the future of living and further enrich this great city.
The Future of Living
OB·JEC·TIVE
/əbˈjektiv/
My team and I at C2k Communication were tasked to develop a comprehensive customer journey for the Dubai Creek Harbour sales center that:
+ Engages the guests and evokes an emotional response as well as an intellectual one
+ That reinforces Dubai Creek Harbour as a globally recognized premium lifestyle destination.
+ That builds on Emaar’s history and weaves a story of cutting-edge innovation that speaks to the future.
JOUR·NEY
/ˈjərnē/
The customer journey must tell a story to each visitor and as such, it is imperative that each step in the journey builds on the previous. Each new room and each new element must expand the guest’s understanding and reinforce their emotional bond with the vision of Dubai Creek Harbour. To Achieve this, we split the overall experience into five main attractions.
Projection Mapping
Bursting with light and energy in the night sky, the Sales Centre came alive with high-powered projection mapping. The building was covered in imageries through precision laser lighting and covered the Sales Centre from all four sides and visible for miles around, sets the tone for the event
HOLOGRAPHICS
The event began outside on the grounds of the Centre facing the dramatic skyline of downtown Dubai where the performance stage was -- with what seems to be an open back, allowing a clear view of the cityscape.
In reality, the back of the stage was a high-resolution interactive video screen that was displaying a trompe l’oeil image of the skyline, allowing us to play and interact with the environment itself. Large-scale holographic elements also magically bring the development to life.
EXPERIENCE
We put ourselves in the position of a guest making a trip through the Sales Centre experience. The journey through DCH should feel like a progression from the present to the amazing future that Emaar is offering. The flow of movement through the centre informs our understanding of the development, answers our questions, inspires our imagination, and motivates us to buy into the Dubai Creek Harbour dream.
In the seating area: a 80” 4K HD monitor plays the video that tells the dramatic story of Emaar, starting with the Emaar logo. The video take the guests fly through the Dubai Creek Harbour area with astonishing view which invite the guests to explore more about the Dubai Creek Harbour experience.
In the seating area below the screen, guests can learn more about Emaar through an interactive information table. Based on a map of Dubai (or a world map), users could tap a marker on a location and pull up information on the specific development. Alternately, there would be a way of accessing more specific information about Emaar’s history.
GESTURE WALL
Here, the dramatic Gesture Wall (2 x 6 meters) takes up the entire North side of the Master Plan room. This permanent interactive video display allows guests to stand before the wall and swipe their hands to artistically “paint” on the development of Dubai Creek Harbour, from the empty state to its final fully-developed glory.
A horizontal swipe and one side of the development animates on – a vertical swipe and the Tower animates upwards to the sky. The experience is different each time, showing different aspects of the whole development.
Guests were enchanted by the playful artistic introduction and were engage with Dubai Creek Harbour on an emotional level.
MODEL PROJECTION MAP
A full 3 x 4 meters, the Master Plan Model holds all phases of the development. With controllers around the perimeter, guests can bring the Master Plan Model to life with animated projection mapping that defines and highlights the different development phases.
The entire model is also tagged with Augmented Reality
markers that users can activate with their smartphones or tablets to examine exploded views of specific sections
of the development.
Room Within a Room
Built as if it were a penthouse unit in one of the DCH buildings, the room has windows lining the walls, giving a view of the Dubai skyline from the 30th floor. How is that possible? Answer: we made a room within a room, created with projection through the windows, giving limitless ability to change the view to match the unit that the VIP guest would like. And that’s just the beginning.
A table in the center acted as an electronic hub that controls a completely customizable experience for every VIP. From floor plans to fly-throughs to maps, everything is viewable on the table or transferable to the large format screens through the windows.
Result
Our vision for Dubai Creek Harbour is to create the city of the future, to create an urban city that respects the culture and climate of Dubai, a place where people can live, work and play in harmony with nature and a community where families can reach their aspirations for generations to come.
Client: Dubai EMAAR Properties PJSC
Role: Art Director
Agency: C2K Communication