About “Abu Dhabi is Calling”

“Abu Dhabi is Calling” is a joint activation by Wanderlab (Tripadvisor) and Experience Abu Dhabi, built around “Super Reality Domes”. It combines Tripadvisor’s traveller data with the ORA sphere’s cinematic 360° projection to plunge audiences into Abu Dhabi’s iconic sites, and to close the gap between browsing a destination online and truly feeling it.

The project

The setting

Hudson Yards, in New York, inside a 360° projection dome, for the “Abu Dhabi is Calling” activation (7 days), in front of a dense, international and multicultural audience.

The purpose

To offer a tactile centrepiece at the heart of the dome to immerse the visitor in Abu Dhabi’s story, rather than show it passively. The brief: a tactile element that fits cleanly into the existing dome, so that what a visitor does with their hands changes what everyone sees.

What was shown & the experience

You touch the sphere, and the 360° dome responds in real time: you choose a site or an experience, and it unfolds in projection all around the visitor. People stop watching and start steering, each placing themselves at the centre of Abu Dhabi’s most iconic places.

The benefit

Over the seven days, more than 5,000 visitors and over 2,000 touch interactions. The activation turned into a place people visit, strengthening the brand’s presence and Abu Dhabi’s image as a destination worth the trip.

Delivered with Wanderlab (Tripadvisor) and Experience Abu Dhabi, in the “Super Reality Domes” format.