News

Dubai Internet City Pavilion in GITEX 2021:
An Avant-garde High-tech Experience

October 2021

The DIC pavilion included diverse partners and high-tech engaging touchpoints for all visitors.


Dubai Internet City (DIC), the leading tech hub in the region was the center of attention in GITEX 2021, the region’s largest technology exhibition. DIC pavilion hosted high-tech pioneers, experts and entrepreneurs in the fields of innovation, smart solutions and technology.

The pavilion reflected Dubai’s vision and approach to support the global tech community in boosting its growth and innovation in the post pandemic phase.

W Group, a holding that offers a holistic range of services in OOH Media, Smart Technologies, and Experiential Marketing, worked on the concept creation and execution of the pavilion, through its subsidiaries RedPeg Middle East and DigitAll. The dynamic and futuristic screens spread across DIC pavilion were designed with a sense of a highly engaging content creation and vivid animation.

The pavilion included diverse partners and high-tech engaging touchpoints for all visitors, where members of the Royal Family and dignitaries experienced several interactive activations.

Guests also got to engage with a 3-D scanner where a 3-D model of themselves was projected on a screen and shared to their phones with a digital backdrop of their choice, be it the desert, Mars at night, or the Sheikh Zayed Grand Mosque (in Abu Dhabi), with the option to share it on their social media platforms.

A dynamic rotating screen was also an intriguing digital asset for guests to see, where they had the chance to view DIC’s “Did You Know” slideshow, displaying the high-end brands choosing to partner up with DIC.

The DIC pavilion was split into two main units, with an inviting flow and journey between the two. The first one was designed to accommodate exciting workshops in collaboration with DIC’s partners like LinkedIn, Microsoft, TomTom, HTC, and The Dubai Institute of Design and Innovation (DIDI). In addition to in5, a full-service business incubator and an enabling platform for students, creative entrepreneurs, and professionals, announced several startups it had previously launched.

Whereas, in the parallel second unit of the pavilion, a team of dedicated sales professionals was guiding the visitors through and answering to their every inquiry. Dignitaries and public officials were designated a private majlis area where they could host their private meetings and gatherings.