Placemaking

Emaar Malls Group

Dubai Mall Rings

year
2025
capabilities
Machinery Automation
Design & Engineering
LED Integration
Service & Support
Programming & Training

Located in the heart of prestigious Downtown Dubai, is The Dubai Mall, the world’s largest and most-visited retail and entertainment destination. With over 1,300 stores including 200 dining outlets, The Dubai Mall offers an unparalleled retail mix combined with world-class dining, entertainment and leisure attractions. The mall’s high-end precinct Fashion Avenue, positions The Dubai Mall as the hub of luxury for the region. A huge kinetic sculpture featuring multiple rings, clad with video tiles, provides a dramatic and dynamic focal point.

The kinetic rings attract high-profile advertising clients for the mall’s owners Emaar, with their movement above shoppers’ heads acting as a branding centerpiece for activations and fashion events.
An upgrade of a Stage Technologies* installation from 15 years ago, TAIT fabricated a new set of bespoke rings on which to mount the Daktronics panels and upgraded the associated control system. The nine winches used are TAIT BT2-390, which are normally found in theatre applications. However, they are ideal for this type of safety-critical installation too, as they provide the safety features required for motion above the public’s heads, in a space that is not primarily used for performance and yet which delivers a remarkable live experience to the mall’s guests. Five of the winches operate the rings, whilst the other four operate as point-hoists (single line winches) which can be deployed for moving other brand props in tandem with the sculpture for activation events.

TAIT also provide regular inspection and maintenance visits, scheduled around the opening times of the mall, to ensure that the rings reliably provide maximum impact for many years to come.

Credits
Collaborator
Daktronics
To Note
*Stage Technologies was acquired by TAIT in 2016.
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