Dubai Govt turns to Tactical for Gitex immersive event


Dubai’s Department of Economy and Tourism (DET) has appointed Tactical, the global creative and innovation studio, to leverage the latest in AI and AR technology to build out an immersive experience in a bid to outline the city’s unique offering as one of the world’s leading tech and business capitals.

Tactical at Gitex

Four interactive experiences were created to engage the 180,000 visitors attending Gitex Global and its sister show Expand North Star to explore the opportunities that Dubai offers.

Each installation was designed to take a future forward demographic of tech talent, start-up entrepreneurs and investors on an interactive journey that would build familiarity, educate and offer actionable insights on making the move to Dubai.

The four experiences included: 

  • WebAR Portal Lens – A gyroscopic world lens allowing users to visualise Dubai’s evolution from 2020 – 2071 into a future where its business and sustainability ambitions have been achieved. Highlighting key milestones for business, infrastructure and logistics, against stunning AI-generated scenery.
  • Discover Dubai Simulator – An interactive touchscreen enabling users to learn about Dubai from three different perspectives; global connectivity, liveability and setting up a business. The simulator includes a free zone explorer, which showcases key free zones and sparks conversations and connections leading to new business.
  • Road to Dubai – A vertical LCD touchscreen engaging users by asking questions about their interest in Dubai to highlight relevant work benefits and deliver a personalised roadmap of their unique path to Dubai.
  • FAQ Robot Mirror – A booth featuring a 3D careers and business consultant robot able to answer frequently asked questions about establishing your business or life in Dubai.

To bring these installations to life, Tactical’s Innovation team tapped into a sleek combination of 3D modelling technology, VFX, and AI art generation to create uniquely immersive experiences on a scale that has rarely been seen from a tourism body in this setting.

Mike Khouri, CEO at Tactical, said: “Dubai has incredible ambitions and this is representing those aspirations on a global stage.

“The goal for our Innovation team was to match those expectations and deliver high-tech experiences that took people on a unique and interactive journey.

“The multiple, digitally linked touchpoints gave Dubai a stand out experience at the world’s largest tech event, and this was only made possible with the support of a bold, ambitious team. “

Tactical’s immersive experiences will also form part of Dubai’s experiential stand at Web Summit on 13 – 16 November in Lisbon, Portugal.