Exposure and Projection Artworks create immersive Dubai journey for W Hotels


Exposure teamed up with Projection Artworks, to create an immersive dining experience in celebration of the W Dubai launch on 20 July 2016.

Hosted by model Daisy Lowe and UAE fashion blogger Tala Samman, 20 VIP guests including celebrities, influencers and press were immersed in a unique dining experience at a secret London location, bringing to life the cutting-edge W Dubai resort.

Once seated, the grand rectangular table – the evening’s centerpiece – transformed into a portal to Dubai. Lighting, cuisine and a dynamic soundtrack composed by Becky Tong, EMEA music director for the W Hotels brand, were seamlessly choreographed. Diners were engulfed in projection mapped visuals that took them on a journey of the city’s contrasting desert and urban cityscapes.

The experience was rounded off with a projected molten sunset and a W Dubai signature cocktail, the ‘Scent Effect’.

Exposure is the creative communications agency behind the immersive W Dubai experience. As well as coming up with the creative concept, the agency curated and produced the event and led the communications campaign.

Of the concept and its execution, Exposure says “The creative concept had to take guests on a journey without leaving their seats; we made Dubai come to them. The destination is cutting edge, so we chose technology that is too. The creative concept contextualized the new hotel for our audience, diminished the distance between London and Dubai and allowed our audience to fully engage and ultimately aspire to see the real thing for themselves.”

In addition to creating and delivering the projections, Projection Artworks was responsible for lighting and sound design.

Projection Artworks’ head of indoor, Lizzy Gray, said: “There aren’t many ways you can turn a humble dining table into a gateway for a journey to Dubai. So this is one of those installations that truly demonstrates the power of creative projection mapping.”

Sarah Doyle, global brand director, W Hotels Worldwide, said: “With the current heatwave in London, we wanted to turn up the heat even more and bring the amazing intensity of the destination to life in an innovative way to celebrate the opening of W Dubai. What better way than by creating an immersive dinner journey, complete with an ever-changing digital table scape – from desert sand storm to Dubai skyline.”

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