How DP World in Dubai Created A Visual Landmark for VIPs

Overview

DP World is a global leader in logistics, with a team of over 100k people working across 75 countries. Headquartered in Dubai, at the heart of Jebel Ali Port,  voted the “Best Seaport in the Middle East” for 24 consecutive years.

Unsurprisingly, it’s a magnet for the largest stakeholders, VIPs and leaders in global logistics. DP World’s aim was to turn the exterior of its building into a bold statement of who it is – forward-looking, successful and – not forgetting the golder-than-gold standard of logistics – reliable.

First impressions couldn’t be left to chance, so we were delighted to work with DP World to create a high-performance, energy efficient outdoor LED display that would help DP World speak for itself.

The Vision: let the building do the talking

DP World’s head office revels in its great position –  a prime location of one of the busiest ports in the Middle East.

The company wanted to take advantage of this magnificent in-your-face opportunity to create an immersive welcome experience for VIP visitors and global partners. One that would reflect its professionalism, innovation and brand personality, even before visitors had stepped into the building.

DP World needed a big-screen, super-reliable LED display to bring their vision to life.

The Challenge: clean visuals in difficult conditions

Dubai’s a wonderful place for a holiday, but not if you’re a traditional LED screen. It’s a harsh outdoor environment. You’re looking at:

• Stressed out electronic components from Dubai’s extreme summer temperatures, leading to overheating or thermal shutdowns.
• Glare & screen fade caused by bright sunlight, as well as potentially poor visibility during daylight hours.
• Acute day/night temperature differentials that weaken structural materials.
• Excessive power consumption from cooling systems and boosting screen brightness.
• Hazards from dust, sea mists and downpours.
• Disruption to a busy entrance during setup – it’s never a good look for your VIPs to be dodging ladders and hoists.

There’s an awful lot to go wrong. If an LED screen becomes unreliable, it trashes those important first impressions. And when it’s an energy drain, it becomes very, very expensive.

The Solution: flawless displays, every day (and night)

We were proud to modify and build an eye-widening  OREZ2.6-Plus display, selected from our small-pitch, high-contrast OREZ Series of LED screens.  We designed it to stay low-cost, low-maintenance and high performance in high stress environments:

• Energy efficiency: A magnesium alloy build improves cooling in hot weather, and that means a maximum power consumption of only 210W per panel – a third less power than conventional LED displays – and an average consumption of 70W per panel.
• High-contrast brightness: With a pixel pitch of 2.6 mm and brightness of up to 4500 nits, DP World’s LED display could create pin-sharp images and exceptional clarity on even the sunniest day.
• A robust IP rating of 65: Dust storms, sea mists, or a window cleaning accident are no threat to operationality. Dust-proof? Yes. Rain proof? Again, yes.
• Low load: Each tile is elegant and lightweight – a mere 7.6 kg per tile – to integrate easily into the building’s grand entrance.
• Easy set up and maintenance means minimum disruption to daily activities, especially important in a high footfall area.

The Result: A reputation, reinforced

DP World now has a reliable, eye-catching LED display built to impress visitors to its global HQ,  plus the flexibility of displaying anything from real-time logistics news to heavily stylized brand visuals.

We’re also especially proud of supporting the company’s commitment to cost-effectiveness and energy efficiency. We were delighted to help DP World reinforce its great reputation with a smart display that befits such an important player in global logistics.

If you’re welcoming international partners and VIPs, why not power up the prestige with an impressive (but cost-effective) LED display that won’t let you down, ever?

Talk to us, or, even better, pop into our brand-spanking-new Experience Center in Dubai for an in-depth exploration of our OREZ series (and more) and a tailored, no-pressure consultation. We’re looking forward to meeting you!