THE BACKGROUND
From the leaders in beach and nature resorts, One&Only unveils the world’s first ultra-luxury vertical urban resort, One&Only One Za’abeel. One Za’abeel’s pair of towers are dramatically intersected by the world’s longest cantilever, The Link – a thriving lifestyle and culinary destination in its own right.
Bureau Beatrice was tasked with the Grand Opening launch of the luxury resort, through a first of its kind projection mapping experience which took over the facade of the 300 meter tall building, breaking three Guinness world records and garnering international appeal.
THE IDEA
To celebrate the architectural marvel of One&Only One Za’abeel, we took to the building’s structure as our canvas. Through a dedicated projection mapping experience, we crafted a unique story which celebrates the building’s iconic dualities, inspired by the very juxtapositions Dubai is founded on – a land driven by innovation, vision and ambition, yet grounded in a deep respect for its history.
The creative storytelling aimed to highlight the extraordinary spirit of One Za’abeel, from its captivating dualities, idealistically tailored to todays cultured guests, to its plight of being an exhilarating world of firsts. The tower positions itself as the ideal location to inspire and propel the world to new heights.
Over 29,000 square meters of mesh fabric have been placed over the facade of the building, covering over three quarters of its length. Across the building parking lot, 167 35k laser projectors were placed to cover the projection surface over the duration of the opening weekend.
THE RESULT
A world of firsts comes to fruition as the Grand Opening projection mapping on the facade of One&Only One Za’abeel breaks three Guinness World Records.
The longest projection mapping in the world.
The largest architectural temporary projection mapping
The largest mesh screen projection in the world.
PHOTOGRAPHY BY STEPHANE AIT OUARABA spellbinding seven minute projection mapping experience which took over the buildings facade for the duration of the entire opening weekend, allowing the world to marvel and celebrate the success story of One&Only One Za’abeel as their own.
In just one week, over two billion press impressions were recorded to celebrate the much awaited launch of the One&Only One Za’abeel, solidifying the arrival of an icon into the region.
