Event TV: 3D projection launch of W Dubai

A dining table was transformed into an immersive experience with light and sound, to mark the launch of the W Dubai hotel.

W Dubai: immersive dining experience for brand launch
W Dubai: immersive dining experience for brand launch

Creative communications agency Exposure teamed up with 3D projection and interactive experiences studio Projection Artworks to create an immersive dining experience in celebration of the launch of W Dubai hotel. 

The event, which took place this week (20 July), was hosted by model Daisy Lowe and UAE fashion blogger Tala Samman and saw 20 VIP guests including celebrities, influencers and press immersed in a 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 an 'electrifying' portal to Dubai. Lighting, cuisine and a soundtrack composed by Becky Tong, EMEA music director for the W Hotels brand, were choreographed, while diners were engulfed in projection mapped visuals that took them on a journey of the city’s contrasting desert and urban cityscapes.

The projections echoed the country’s shifting sands, electric lightning, cracked earth, energy pulses and neon lights, culminating in a spectacular bird’s eye view of W Dubai’s location, on the Sheikh Zayed Road. The experience was rounded off with a projected molten sunset and a W Dubai signature cocktail, the ‘Scent Effect’.

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 at W Hotels Worldwide, added: "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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