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April 14, 2015

Middle East: Action Impact Wins Expo Commission

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Action Impact has been selected to design and produce the Expo 2020 Dubai exhibit for Expo 2015 in Milan.

The exposition, which is taking place from 1 May to 31 October 2015, will see the Dubai-based brand experience and event agency create an innovative exhibit that will form part of the of the UAE pavilion. Key features will include ‘intelligent’ projections on multiple surfaces and immersive surround sound.
“As an agency, we thrive on the creative challenges that this brief presents and we are delighted that our concept has been chosen to give the UAE Pavilion audience a meaningful opportunity to experience a flavour of Expo 2020 Dubai,” said Simon Tapping, Executive Creative Director, Action Impact. “The concept is inspired by the circular space and the desire to give visitors an exciting overview of what’s to come in 2020.”

The showcase is being designed to appeal to a broad range of visitors.  

“We divide our audience into three types who we describe as paddlers, swimmers and divers,” said Tapping. “The paddlers, who might be in a hurry, will get the headline messages without the need to interact. The swimmers, who stay a little longer, get an immersive presentation with multiple intelligent projection surfaces, surround sound and kinetic effects. Lastly, the divers, who want to know every detail, can search it out on interactive virtual books. Every visitor will be able to express their opinion on a series of interactive touchscreens as they exit the pavilion.”

Action Impact’s Dubai office will manage the design aspects of the experience, in close collaboration with the Expo 2020 team, and alongside engineers and specialists in Europe.

“Apart from just being deeply proud of the win, it’s a powerful message to the industry that home grown Dubai talent is up there with the best,” commented Adrian Bell, Executive Director.

To find out more, visit www.actionimpact.com

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