Not long ago, I stood on the edge of Palm Jumeirah, Dubai’s renowned man-made island, watching our team activate the last of six towering digital unipoles. I remember the feeling – this wasn’t just another advertising platform. It was a moment that captured what luxury advertising should feel like. No clutter. No noise. Just unmatched prestige, in one of the most iconic destinations in the world.
We call them ‘The Royals’. And there’s a reason for that.
Advertising, especially in luxury, has always been a game of context. The right brand in the wrong place loses more than attention; it loses meaning. What we built at Palm Jumeirah is a response to that. A curated environment – zero
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