Interactive 3D LED Event Content Design in Dubai for Exhibitions and Trade Shows


The multinational concept communications company B – U – T is proud to announce the successful completion of its LED “floating” sphere recreating the Al Wasl Dome in Dubai. The company brings cutting edge digital services to the B2B industry.

B– U– T has raised the bar for interactive production with its brand new 3D animation which was unveiled at the Arabian Travel Market. The company created an LED sphere replica of Al Wasl’s dome to promote Expo 2020, which was postponed from October 2020 to October 2021 due to the pandemic.

More details can be found at

Unveiled to a crowd of spectators, the company installed a sphere that seemed to “float” in front of a wall of LEDs. The bespoke spherical LED display was masterfully installed using a mirrored coating to create the illusion that the ball was floating in the air.

According to Wim Bonjean, B – U – T’s chief creative technologist, the team has decided to take 3D content production even further with a never-before-tried LED ball illusion. Despite the initial challenges, the spherical screen met with great success, with the production studio already planning future events. Further details are available at

B– U– T currently has offices in Dubai, Belgium, Switzerland and Singapore, and is renowned for its innovative use of digital communications. The cross-media agency leverages different concept production services including virtual reality, augmented reality, 3D, video, apps and custom designs to create unique B2B marketing and communication solutions.

Its extensive technical infrastructure services are fully in-house. This means customers can be assured of quality and transparency from start to finish. The goal of every project, the group says, is to deliver high-quality work on time, every time.

Because the group is present across the continent, it can facilitate international and multilingual projects. He encourages interested clients to schedule an online call with them to find out about their services for trade shows, exhibitions and events.

A spokesperson for the organization said: “We created an interactive animation based on the 3D model of the current Expo 2020 site. The spherical LED screen was used to map the Al Wasl Plaza, which features itself a spherical dome. The seamless integration of the content on the LED wall and the sphere added a three-dimensional feel to the display.

Interested parties can find more information by visiting

Contact information:
Name: Wim Bonjean
Email: send an email
Organization: BUT
Address: Publishing Pavilion G1, Dubai, Dubai 1, United Arab Emirates
Phone: + 971-4-420-1841

Version number: 89044767

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COMTEX_393031581 / 2773 / 2021-09-09T03: 01: 22

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Jenny T. Curlee

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