Dubai Interactive 3D LED Event Content Design For Exhibitions and Trade Fairs

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Multinational conceptual communications company B·U·T is proud to announce the successful completion of its LED “floating” sphere recreating the Al Wasl Dome in Dubai. The company brings state-of-the-art digital services to the B2B industry.

B·U·T has raised the bar for interactive production with its newly released 3D animation which was unveiled during the Arabian Travel Market trade show. The company created an LED sphere replica of the Al Wasl Dome to promote Expo 2020, which was postponed from October 2020 to October 2021 due to the pandemic.

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Unveiled to a crowd of spectators, the company installed a sphere that appeared to be “floating” in front of an LED wall. The custom-built spherical LED display was masterfully installed using mirror cladding to create the illusion that the ball was floating in the air.

According to Wim Bonjean, the chief creative technologist for B·U·T, the team decided to elevate 3D content production even further with a never-before-attempted LED ball illusion. Despite the initial challenges, the spherical screen was met with much success, with the production studio already planning for future events. Further details can be found at

B·U·T currently holds offices in Dubai, Belgium, Switzerland and Singapore, and is renowned for its innovative use of digital communications. The cross-media agency leverages different conceptual production services, including virtual reality, augmented reality, 3D, video, apps, and custom engineered designs to create a unique B2B marketing and communication solutions.

Its extensive technical infrastructure services are completely in-house. This means that clients are assured of quality and transparency from start to finish. The goal of each project, says the group, is to deliver high-quality work on time, every time.

Because the group has a cross-continent presence, it can facilitate international and multilingual projects. It encourages interested clients to schedule a call with them online to discover their services for trade fairs, exhibitions, and events.

A spokesperson for the organization said, “We created an interactive animation based on the 3D model of the actual Expo 2020 site. The spherical LED display was used to map the Al Wasl Plaza, which itself features a spherical dome. The seamless integration of content on the LED wall and the sphere added a three-dimensional feel to the display.”

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