Dubai Festival City

The Results

Press coverage:
375 clippings in Print, Online and Broadcast Media
Advertising Value Equivalency:
Over $4M in media coverage
Reach on Guinness World Records Owned Social Media Platforms:
4M video views on Facebook and over 26,000 views on Instagram

The Brief

Al-Futtaim Group wanted to showcase Dubai Festival City Mall’s AED 1.5bn expansion, launch the Dubai Shopping Festival and unveil its newest global attraction IMAGINE - a cutting-edge multi-media entertainment spectacle which plays out a 360-degree story across the waterfront using light, fire and water.

Dubai Festival City middle

The Solution

Guinness World Records worked with Al-Futtaim Group on a strategy to create an unforgettable launch event. A record category was created for the Largest water projection screen to highlight the most incredible features of the new attraction.

At the event, an enormous 893 m² (9,612.17 ft²) light projection was displayed on a curtain of 30 water fountains and mist outside the mall. This unique sensory experience harnessed the power of light, water, and fire to connect with audiences and produce a show like never seen before. A Guinness World RecordsTM adjudicator was on hand to provide an extra moment of theatre and authenticity by announcing that a new record had been set and presenting the organisers with a certificate.

The event drew in more than 25,000 spectators, amongst them, UAE royalty, VIP guests, media and key influencers. Prior, during and post the event, there was extensive promotion on radio channels, as well as press coverage on print, digital and broadcast media in the UAE and internationally.

After such a spectacular launch, Al-Futtaim Group is now looking to build on its success with a new record attempt for the Largest Permanent Projection screen.

Partnering with Guinness World Records meant that our launch event attracted a global audience. Now people from all over the world can visit the attraction and experience something truly innovative and spectacular.

— Steven Cleaver, Shopping Centres Director at Al-Futtaim Real