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A world-wonder, mixed-use shopping center
At 12 million sq. ft., the Dubai Mall is recognized as the largest mall and entertainment-destination center in the world. The mall is owned by Emaar Properties (Dubai, U.A.R.), one of the world’s largest, real-estate companies that has a collective presence in more than 36 markets that span the Middle East, North Africa, Pan-Asia, Europe and North America.
Emaar’s dream was to build a new, world-class, massive “downtown mall” within the Middle East interior and, thus, make a mall fit for a king and citizens alike.
When the Dubai Mall opened November 2008, the dream became reality. The mall has 6 million leasable sq. ft. of retail space, comprising 1,200 stores, spread throughout a four-story building filled with the familiar mix of anchor tenants (Galeries Lafayette, Debenhams, Bloomingdale’s and Marks & Spencer), specialty stores, gold and jewelry outlets, and food courts, plus a series of additional spectacular attractions and live-performance areas.
The mall’s size, however, sets it apart. It occupies enough space to hold 50, international-sized soccer fields. Its immensity underscores a potential issue: How does a visitor navigate through four floors of stores, courtyards, and dining and destination spectaculars, spread throughout its byways and hallways?
The wayfinding system ambitiously incorporates static print and digital signage. Also, an extensive, multi-platform advertising network helps connect visitors to the various parts of their shopping experience.
Many companies worked on various aspects of designing the mall’s infrastructure, but the companies highlighted in this article were involved with its signage design and implementation.
Square Peg (Oakland, CA), which was responsible for overall signage consulting, initiated much of the initial sign planning and design through its wayfinding guidelines, advertising-display concepts and the main LED spectacular, the Barco LED ring, which was installed in the Fashion Avenue section.
The Barnycz Group® (Baltimore) was responsible for management, development and overall integration of the mall’s multimedia advertising network, as well as developing the advertising content that flowed into the multimedia network.