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Al-Futtaim unveils new sonic identity for Dubai Festival City Mall

Campaign Middle East takes a deep dive into Al Futtaim's recently launched sonic identity for its Dubai Festival City Mall.

The Imagine Show at DFCM features the mall’s new sonic identity.

Al Futtaim has launched a new sonic identity for its Dubai Festival City Mall (DFCM) in partnership with Mindloop Studios.

The bespoke soundscape includes a signature melody, an interactive voice response (IVR) piece, a corporate TVC backtrack, and a Hollywood-level composition featuring Loire Cotler from Hans Zimmer’s team for the mall’s Imagine Show.

The updated sonic identity was rolled out to bring DFCM a higher recall rate and to create an aural experience that evokes a strong sense of festivity amongst visitors.

“The creation of our distin


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Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.