03 - Show Feature - Main Contracting
10X STAGE
LARGE-SCALE SHOW FEATURE
ROLE
Creative Lead and 3D Design
LOCATION
Dubai
CLIENT
DWTC
VENUE
Dubai Harbour
SHOW
GITEX 2024
COPYRIGHT
dxb Live
01 - CONTEXT
A large-scale show feature at Expand North Star, resolved through team leadership - one visual direction, split cleanly across three designers and reviewed as one environment.
02 - CHALLENGE
Deliver a show-scale feature that reads as one calm gesture across the floor.
A show-scale feature on a tight budget, with a creative bar that could not drop. Three designers had to work in parallel without the environment feeling stitched together.
03 - DESIGN RESPONSE
Split the environment into three parallel streams tied to one material and geometric rule set.
One visual direction, one material palette and one geometric rule set - divided cleanly across the team so each designer could move quickly without breaking the whole.
04 - MY CONTRIBUTION
Scale, creativity and budget acting as primary constraints at the same time.
I led the three-person 3D design team, set the direction, split the work, and reviewed the full environment for consistency, material efficiency and buildability.
05 - DESIGN
The final feature reads as one continuous environment across the floor - shared geometry and shared material language, with each zone tuned to its own function.
Completed after two revision rounds and delivered without production issues.
06 - GALLERY
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