Mideast's biggest trivision set up

Motorists on Sheikh Zayed Road will have noticed a dramatic change to the look of the east side of Wafi Mall since the recent erection of the Middle East's largest Trivision billboard.

The 345 square-metre the sign is not only the biggest in the Middle East, but is also reputedly the second largest in the world.

"An excellent location and enormous spatial visibility have combined to make this the most effective Trivision in Dubai. To my knowledge, the only Trivision bigger than this is in the Millennium Dome in London," said Richard Billington, managing partner of APS Integrated Marketing Solutions, the advertising agency of the Wafi Group.

In addition to its size, the sign has a unique point of difference from the many on Sheikh Zayed Road. The graphics are clip-on and, unlike the others, can be assembled flat at floor level instead of being set up vertically. This enables precision matching of the panels and a seamless look once operational.

Since it faces a busy road, high-impact exposure to advertisers is assured, day and night. This has resulted in two of the three faces of the Trivision being snapped up by multinational brands.

The Trivision was designed and assembled by Dubai-based Sign Design in conjunction with a leading French manufacturer.