Client – Apple. New store announced, Dubai Mall
‘Creativity. Connected.’ is the concept behind the UAE’s new Apple store set to open its doors in Dubai Mall, soon. A hoarding has been erected across two floors depicting an artful mural that incorporates elements of the local creative community, from start-ups and local app developers, to art galleries and food trucks. We were in talks with Apple in the weeks running up to the event, to discuss the best way to capture the announcement image, this is our 2nd time working with the team.
The two-level store with views of Burj Khalifa at 6am on the day didn’t quite seem like it would be ready, but by 6.45 I was shooting, with uninterrupted views of the artwork, processing time was minimal, the image was needed for local press more or less instantly and was used by every local magazine and newspaper, clearly all the plans were set in place once the image was ready, for releases to go straight out, we then went back in the afternoon to get a few images with people. This image was then tweeted globally by Apple in the evening.