On the eve of the launch of Dubai metro, we join the growing excitement in the city! Earlier this year, our team put together a few creative ideas and concepts for the grand opening ceremony. If you like the ideas or are planning a launch event, do let us know, we welcome your feedback!

1. RTA Metro Launch Event 2009 Proposal By Artaaj Events

2. Metro Launch Artaaj Events A Dubai enterprise is proud to present to the Roads and Transport Authority our comprehensive event design for the opening of it’s new metro system by His Highness Sheikh Mohammed bin Rashid Al Maktoum UAE Vice President, Prime Minister and Ruler of Dubai. We would welcome the opportunity to present our ideas at a later stage.

3. Contents

4. 1. The Launch

6. Event Chronology

7. Event Schedule

8. Event Schedule

9. Event Schedule

10. Venue Artaaj Events has researched venues and stations along the Metro route and concludes that Trade Centre and Mall of the Emirates are the best locations to base the event. Ideally Trade Centre will be our primary focus with the inaugural journey taking the VIPs from The Mall of the Emirates to Trade Centre where the celebration will be centered. In the event of the current building work at The World Trade Centre being incomplete we will reverse the journey making the primary location Mall of the Emirates and the Burj Al Arab the venue for our VIP events. The venues were chosen on the basis of their location, landmark status and convenient parking/accessibility for all guests (public and VIP).

11. 1830-2030 hrs Public area at Trade Centre Station opens Build-up starts, large screen broadcasts the action Either on the North bound lane on the Sheikh Zayed Road (which would require closure for 6-10 hours) or with less disruption on the Service lanes around Trade Center (again closure of some roads will be necessary)

12. Overhead of relevant areas/stations and maps Diagram/google map of where we are planning and what is going where, point out where sky divers will land etc. OPTION 1 Dubai World Trade Center Suhoor Event Public Viewing Area VIP Area Trade Center Station Public Viewing Area

13. OPTION 2 Public Viewing Area Dubai World Trade Center Suhoor Event Public Viewing Area VIP Area Trade Center Station

14. VIP ASSEMBLY & METRO GALLERY VIP’s assemble at Mall of Emirates Station VIP’s tour exhibition at Mall of Emirates Station depicting the building of the Metro 2015 hrs

15. Metro Gallery We propose the design and construction of a semi-permanent installation telling the story of the construction of the Metro. The gallery will showcase the different stages of development and act as a tribute to this unique feat of engineering. It will feature interactive screens, images and 3D models. During the launch the VIP guests will be given the first tour of the gallery (by an RTA official).

16. 2030 hrs LIVE FEED carries images of VIP party touring exhibition on 10 landmark buildings

17. TV Coverage A film crew will cover the VIP’s launch experience and beam pictures back to the live screen at World Trade Centre and to the 10 buildings we are projecting onto. This will allow the public to follow the ceremony at every stage. World media and TV channels will also be able to pick up the live feed for the UAE television and world news. We have an international TV consultant lined up to co-ordinate the live outside broadcast.

18. 2055 – 2106 hrs INAUGURAL METRO RIDE VIP party aboard the Metro for the inaugural journey Outside film crew on board with VIPs Images of the party are shown live at Trade Centre and across Dubai

19. Inaugural Metro Ride The VIP guests will take the inaugural Metro Train Ride alongside HH Sheikh Mohammed. The Metro will travel from the Mall of the Emirates to the World Trade Center where the Metro will park outside the station awaiting Sheikh Mohammed’s official opening A First Class Compartment will be used.

20. Station Draping A series of options are available to create a smooth unveiling and removal of the giant flag. Our preferred option is to have an electromagnet mechanism with a manual back up in the event of malfunction. Closer inspection of the station is required to ensure the best possible and dramatic reveal. A custom made flag is to be specially commissioned for the launch, we envisage this becoming part of the exhibition at Mall of the Emirates Station after the launch.

21. 2107 hrs STATION CONCEALED Trade Centre Station draped in giant UAE Flag

22. Live Feed & Hologram Live feed & hologram of HH Sheikh Mohammed on board appears on the Trade Centre Stage 2107 hrs

23. 2109 hrs Station Revelation On board the Metro, HH Sheikh Mohammed pushes a button to release the flag and reveal Trade Centre Station as the VIP Train pulls in

25. 2125 hrs THE SHOW Show and images beamed live The story will be told through graceful movement, building-sized painting video and light projection as Trade Centre becomes a canvas for a truly creative experience. It will involve around 50 performers and artists and it will be set to classical music

26. The Dubai Metro Story – Lighting the Way This is an original production written specifically for the Metro Launch The Story (090909) A pearl diver (1799 at the beginning of Dubai history) dives in the ocean and he brings back to the surface a pearl that turns into the planet Earth... 9 pearls spring from this earth, fly away and land on 9 different places of the planisphere. Thanks to different means of transport and chiefly to the Metro, these 9 pearls will come back to Dubai: a world city junction and a link between human beings…

28. The Story - Rationale The show will feature the 4 elements that are the mark of the interior design of the Metro stations. 1) Water through the diver and the sailing boats 2) Air through the falcons and the planes 3) Earth through the horse- riders and 4) Fire with the final firework display. Finally, the symbolic nature of the figure " 9 " will be highlighted. 090909 the Metro Inauguration. This figure symbolizes a means of communication with the world and the union to the metro, the land and the air worlds (which are in harmony with the topography of Dubai Metro) as well as the achievement of a creation and the beginning of a new era.

29. 2155 hrs THE SHOW CLIMAX building-sized painting of Sheikh Mohammed, the Metro and UAE Flag is unveiled

31. 2156 hrs THE FINALE As a Metro Train Approaches Trade Centre from Al Jaffliya Direction, an unmanned laser lit Metro passes through Trade Centre bound for Jebel Ali The train will be visible many kilometers away

33. Starting the sequence of events to launch the stations and metro to the world

34. The train of light will then travel through Dubai to Jebel AliJebel Ali Station

35. Lighting and Pyrotechnics Outside of the stations along its route pyrotechnics make the tracks appear on fire! Lighting up the Dubai skyline for 40km – a world first The Metro will be visible many km away – creating iconic imagery

36. Safety and Technical Advice After consultation with the world’s foremost pyrotechnic expert we are reassured that we can create this effect safely and with no restriction to the Metro. He and his team are genuinely excited by the prospect of this ambitious project. There will be no obstacles on the tracks at any time and pyrotechnics will be a safe distance from the Metro

37. Lighting and Pyrotechnics The Metro Train is transformed into a shining laser beacon cutting through the night sky as the track lights up in its wake. The effect on the train is created by using a series of lasers and powerful lights on the inside of the Metro. Our preference is to also use external lights on the outside of the Metro - although we acknowledge this is not permissible at present.

38. Concept Summary Iconic Imagery during the event The station is draped in giant UAE flag. On the Stage at Trade Centre public area a 3metre high holographic image of HH. Sheikh Mohammed will push a button as if live from onboard the Metro and officially open the Metro stations. Through video and light projection onto buildings; aerial artist movement and a building-sized painting - a world class entertainment created specifically for the launch event with over 50 artistes will tell the story of the Metro and Dubai to delight a live open air and TV audience. The Metro train is transformed into a shining laser beacon cutting through the night sky with the tracks being lit by pyrotechnics in its wake. Live feed 10 video projection of the launch onto Dubai’s landmarked buildings will create a cityscape that will become alive with Dubai Metro – Lighting the Way.

39. 2. The VIP Event

40. VIP Suhoor Event A Suhoor event will be held inside Sheikh Maktoum Hall of the World Trade Center This will allow the international guests enjoy the Arabian Hospitality and culture Express the respect and celebrations for the GCC leaders who join the event

41. Dignitaries What dignitaries are we targeting? Leaders of the GCC Heads of state Chief business leaders Once we have a list we can assist the official channels as required Protocol for invitations Invitations for these dignitaries will need to be arranged by the HH Sheikh Mohammed’s office as protocol requires

42. VIP Entrance

43. VIP Event Entertainment In celebration of Ramadan, traditional Arabic instruments will be played as background music Qanoun Player Great entertainment which fills the air with a scent of soft Arabic music Elegant and sophisticated to set the tone Oud Player This traditional sound will fill the pre function area

44. VIP Service VIP service for the guests will include: Dedicated butlers and hostesses Assist with food and beverage Making sure the tables and venue are pristine at all times and that all VIPs are given individual care and attention Silver service from Dubai’s top 5 star caterers will be used

45. VIP Government Relations Team A dedicated government relations team will be put in place to deal with all protocol and enquiries

46. VIP Travel and Logistics Artaaj Events recognizes that heads of state and ministers will make their own travel and security arrangements For other RTA guests Artaaj can arrange for flights into Dubai Private jets and planes can be arranged for comfort and VIP service Limousine service to collect and transport VIP Guests

47. VIP Accommodation Artaaj can offer a range of accommodation services for the RTA’s invited guests. These include hotel booking and liaison

48. VIP Technical Riders All technical riders and VIP requirements will be specially handled by Artaaj Events All needs and requirements for VIP guests will be catered for

49. Security Security personal will be available at any time in both the indoor Suhoor event and the outdoor grand stand area Protocol and regulations for security will be followed before the event as well as addition precautions through the event We are experienced at working alongside the Dubai Police force

50. 3. The Public Event

51. Public Launch Summary

52. End of Public Event Once the launch of the metro has been completed A dedicated pack down team will be dispatched to make safe and clean up the public area

53. Public Venue Infrastructure Special measures will be taken to ensure the safety of the public Dubai at all times Security guards will be on hand to maintain order and discipline Barriers will be placed on Sheikh Zayed Road to concentrate the public in certain area to maintain control and to enhance camera footage from press and media Ambulances and paramedics will be available to assist with any public at any stage Special area will be allowed for to separate the crowd into smaller group to manage more easily

54. Event Enhancement Elements Hostesses and promoters To assist the crowd and create atmosphere and energy Food stalls Food for guests to enjoy Water stalls To keep guests hydrated throughout the event Toilets Will be arranged to be discrete and behind the scenes for the public Clean up crew To ensure the area surrounding DWTC is cleaned and ready for use on the 10 September 2009

55. Public Give A Ways Branded items will be given to the public that attend the event These items many creating light will highlight and emphasize the event Branded Caps and t-shirts Glow sticks Lights to join in the entertainment with UAE flag scarves (luminous) Small UAE flags for the public to wave as the metro launches

56. 4. Pre-Event & Support

57. Public Awareness We have started to put together a plan in which to build public awareness around the event See the following slides for details around a campaign that could be used in conjunction with ‘My Metro’

58. Supporting PR Event slogan It’s Time This event slogan will be create anticipation and be a supporting element for the launch event This slogan may be used in all supporting PR and marketing to create symmetry with the advertising campaign and launch event Dubai Metro - Lighting the Way This logo will be created to capture the theme of the launch event and showcase the festival of light that the Dubai Metro will bring Synergy Artaaj will work in conjunction with Saatchi & Saatchi Our vision is to synergize the event with all PR and Media

59. Supporting PR

60. Raising Public Awareness A series of competitions will be run to get the Dubai Public involved in the launch of the Metro These competition will generate revenue for the RTA before the launch event To enter the competition, the public will need to purchase a year pass for the metro The competition will include winning a golden ticket that will entitle that member of the public the first ride on the Dubai Metro! The public will stand the chance to experience the launch of the Dubai Metro with the VIP guests and take the initial journey with them This competition will reach all walks-of-life and bring all of Dubai together

61. Digital Clock Imagery Concentrating on the date and the facts in numerical format to highlight the achievements made by the RTA and to create a great impact for those watching the launch

62. Creating Anticipation

63. Creating Anticipation

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