A Glimpse Into Dubai's Vision of the Future
Illustrating infinite energy from nature
Client
Dubai Future Foundation
Client | Hanwha Q CELLS
Project
SXSW
Client | Hanwha Q CELLS
Description
Creating a digital oasis to showcase Dubai's vision of the future. Part immersive art gallery, part TED talk, all excitement.
Client | Hanwha Q CELLS
Digitally driven, yet emotionally approachable.
2025 was the first year that Dubai attended South By. And given the region’s expansive scene for art, technology, food, and lifestyle, there was no way their South By experience could underwhelm. The Museum took a 360° approach that started with awareness,
rewarded attendance with a unique, sharable experience, and provided thought-provoking
presentations that echoed well beyond Austin.
Despite being new, MOTF attended South By like a seasoned veteran. Organizers thought through every step of the journey and delivered on high expectations.
On site, the visual of the Museum was massive. A
roughly 60’ by 100’ structure felt like a spaceship
had landed on the corner of 3rd and Congress.
Adding to the gigantic billboards that drew
attendees closer were lines that wrapped around
the block, creating a buzz where the anticipation
became part of the experience.
25,000
Visitors
40+
International Speakers
115+
Media Features in US Publications
Step into the Future
Inside is where MOTF was truly successful, but it’s hard to put a finger on the activation that had the greatest draw. At certain times, the immersive theatre featuring the works of Refik Anadol was packed with attendees capturing their experience and taking in the massive digital landscapes. Other times, the TED-talk style theater was standing room only for the presentations from astronauts, artists, and futurists.To cap it all off, attendees were rewarded with a sample of the viral Dubai chocolate provided by chocolatier Fix. The demand for Fix chocolates was only rivaled by the sampling of Project Chaiwalla chai.
Step into the Future
Inside is where MOTF was truly successful, but it’s hard to put a finger on the activation that had the greatest draw. At certain times, the immersive theatre featuring the works of Refik Anadol was packed with attendees capturing their experience and taking in the massive digital landscapes. Other times, the TED-talk style theater was standing room only for the presentations from astronauts, artists, and futurists.To cap it all off, attendees were rewarded with a sample of the viral Dubai chocolate provided by chocolatier, Fix. The demand for Fix chocolates was only rivaled by the sampling of Project Chaiwalla chai.
John Griffith
Creative Director
griffithjm1@gmail.com
586.850.4083
John Griffith
Creative Director
griffithjm1@gmail.com
586.850.4083
