In 2018, the annual New Year’s Eve celebration by Emaar in its flagship development, Downtown Dubai, was a surprising departure from the norm.
Rather than a fireworks display, Emaar created a stunning laser and LED spectacle titled 'Light Up 2018', to aid corporate reputation management, global customer outreach and to create added economic value and global prestige for the city of Dubai.
Emaar’s strategy for 'Light Up 2018' was to deliver a visual extravaganza that would captivate the world with a GUINNESS WORLD RECORDS™ title for the Largest light and sound show on a single building.
Staged on Burj Khalifa, spanning a surface area of 109,252 square metres, the show transformed Downtown Dubai into one of the world's brightest spots.
Over 40 special outdoor lasers, 230 high power Xenon searchlights and 280 outdoor beam moving lights were installed, making it the highest searchlight and laser installation in the world at 828 metres. A GUINNESS WORLD RECORDS official adjudicator was on hand to verify the record title and confirmed that a new record was set by Emaar.
The event welcomed over a million visitors from across the world to Downtown Dubai and reached over 2.5 billion people through live television broadcast and social media livestreams. An extensive campaign covering print, broadcast and digital media was launched in the run-up to the event in the UAE and globally. Following the success, Emaar regularly hosts 'Light Up' shows on Burj Khalifa, presenting diverse themes highlighted by fascinating LED displays.
"The UAE and its leadership inspire the world through breakthrough achievements while creating opportunities for people and businesses to thrive. 'Light Up 2018' spectacle is our tribute to the nation, celebrating its accomplishments, and putting the UAE on the global map as a hub where inspiring minds meet and connect."