Al-Futtaim built a bespoke sound identity for the mall with Mindloop Studios: a four-note signature, an on-hold IVR piece, a corporate TVC backtrack and a full orchestral theme for the Imagine show, with the oud used as the Arabic anchor across three sets themed innocence, festivity and Arabian. Ahmad Haffar, the voice of the Dubai Metro, voiced it, and Loire Cotler from Hans Zimmer's team sang on the Imagine score.
The brief
Visitors to Dubai Festival City Mall, which wanted to be remembered and to feel festive through sound as well as sight.
The idea
With Mindloop Studios, Al-Futtaim built a four-note signature, phone-hold music, a TVC track and an orchestral Imagine show score, anchored by the oud and voiced by Dubai Metro's Ahmad Haffar.
What to borrow
A mall can own a sound across every touchpoint, from phone line to night show, if one instrument ties the pieces together.
