May 22, 2024

FIRST REGIONAL AUGMENTED REALITY RETAIL EXPERIENCE ENTERTAINS DSF SHOPPERS WITH OVER 25,000 ENGAGEMENTS OVER THE FESTIVE PERIOD

 FIRST REGIONAL AUGMENTED REALITY RETAIL EXPERIENCE ENTERTAINS DSF SHOPPERS WITH OVER 25,000 ENGAGEMENTS OVER THE FESTIVE PERIOD

Dubai, United Arab Emirates, 19 January 2022:  This year, Dubai Shopping Festival (DSF) has added a new layer of innovative digital experiences to its packed calendar of events. With many people capturing all the DSF action through their phones, Dubai Festivals and Retail Establishment (DFRE) has introduced an interactive element to their mobile experience with 23 unique augmented reality (AR) installations at locations across the city. The introduction of these experiences by DFRE to the 27th edition of DSF, the world’s longest-running retail festival, see it continue to lead the way in retail festival development. 

By simply scanning the QR code on the red DSF bag at selected concerts and in shop windows, new experiences are being unlocked every week with already over 25,000 people trying the initiative for themselves.  Highlights include beautiful 3D butterflies, flowers and lasers adding an extra layer of magic to the DSF opening concert featuring musical sensations, Balqees and Hamaki and a first of its kind augmented reality experience broadcast live by MBC4, with a realistic giant Falcon flying above the audience and landing on the stage at the show. One of the  best features is that users can record all the DSF AR experiences on their phones and share across social channels.

Other augmented reality experiences that are currently entertaining residents and visitors alike during DSF include light ray effects that simulate the Northern Lights in Dubai, festival string lights appearing around musical performers, floating DSF bags and unique selfie filters which are live at the DSF Al Seef Market. Additionally, festival-goers can look forward to a very special AR experience at the DSF closing concert with Saudi singing sensation, Rashed Al Majed and Iraqi icon, Waleed Al Shami at the Coca-Cola Arena on 30 January. 

Ahmed Al Khaja, CEO, Dubai Festivals and Retail Establishment (DFRE) said: “The retail industry is among the most willing adopters of cutting-edge tech, and augmented reality now plays a vital role in elevating customers’ shopping experience and offer opportunities for business growth. Digitalising DSF’s entertainment proposition with AR technology, adds a new dimension to the festival that is immersive, interactive and engaging and complements our retail and mall partners’ own technology innovations.”

The DSF Augmented Reality Experiences have been created in partnership with Lucid Dreams, a homegrown, multimedia creative studio based in Dubai, specialising in innovative digital content. 

For more information on DSF, please visit @StyledByDubai, and @CelebrateDubai on social media channels and www.mydsf.ae.