Developed as a blueprint for how cities should be built today and tomorrow – Siemens are connecting technology and people with major lasting benefits; and showed us what a truly sustainable city of tomorrow looks like – across water use, waste management, energy conservation, security systems and more.

For the millions of people who visited Expo 2020 Dubai, and the hundreds of thousands who will live, work and play in the smart city district that will follow (Expo City Dubai) an invisible digital infrastructure (FABRIC) lies within the blueprint. An intangible force surrounding everything and making it successful and safe, sustainable and smart.

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KNOW Creative’s brief – To bring to life the unseen technology for a localised audience and support Siemens global positioning as a technology leader focused on digitalisation, sustainability and integrity.

From the outset, we wanted to create an immersive, interactive installation that illuminated the minds of visitors where they could learn and discover the power of data and numbers.

Furthermore, the foundation of numerals as we know today (0-9) originated in Arabic almost a thousand years ago. Today, these numbers are the backbone of our modern, digitally connected society, but their impact is mostly unseen.

Using only zeros and ones, KNOW Creative commissioned local calligraphy royalty wissam shawkat to bring his arabesque sensibility to the depiction of the binary numbers.

We created ten mashrabiya inspired patterns that distinguishing the layers of Siemens integrated technology at EXPO Dubai.

Bringing the numbers to life through animation created a rich media asset library to support the digital components of the event (Projections, VJ, Projection mapping etc)

Our creative featured 10x unique layers, each with a unique design using variations of arabesque pattern, colour and scale to create harmony and balance when viewed in its entirety. When these ten layers were overlaid, they represent the EXPO 2020 masterplan and the Siemens infrastructure at the heart of the smart city.

Creating the Fabric of Future Cities

Play Fabric CGI below

Working with Projex, we pushed the limits of CNC fabrication possibilities to maximise the creative impact. Our designs were intricate in detail and the constant balance of desired scale and machine capabilities were a constant opposing force.

The final solution entailed a steel framed to support 10x sheets of 2000mm x 1220mm acrylic each spaced 1000mm apart that were laser etched and edge-lit via programatic DMX lighting via a user console. Sounds complicated. The Installation was free standing on a raised platform 12 meters long by 3.7 meters wide and 30cm high.

We created a making of video to screen at the event, highlighting the origins of Arabic numbers and calligraphy. Reminding guests that this invisible code of numbers ‘Binary code’ as we know is instrumental in our everyday lives.

The making of film below

Industry leaders, clients and stakeholders were in full attendance at the VIP event. Special guests included:
Ahmed Al Alkhatib – Chief Development and Delivery Officer EXPO 2020

Easa Al Gurg – CEO of Easa Saleh Al Gurg Group

Helmut Von Struve –Siemens Middle east CEO