Before the UAE property crash in 2010, Dubai made a name for itself. An extravagant name. Every third word of every news release was ‘iconic’ or some similar superlative, PR companies were less than inventive at best. Mind-boggling projects were announced, others were suggested. At times it was difficult to fathom what was and what was not possible.
For example, frozen in a moment of time is the Universal Studios entrance gate, and a brontosaurus fighting a T-Rex, and a montage that includes an F1 car, a skier, and a roller coaster. All three larger than life and made of plastic (except the gate, obviously), placed to announce the coming of something huge. The holographic polar bears and penguins didn’t appear though.
Now, in 2016, we still see billboards a kilometre long. But behind these billboards is thriving construction. The UAE took a hit during the recession, but it came out of it wiser. Today’s projects include a Marvel Theme Park, a Bollywood Theme Park, Motiongate (think Kung Fu Panda and The Smurfs) and Legoland Dubai. Dubai has invested heavily in tourism in the past but it has not necessarily always been child-friendly. But, in October this year that will change!
Dubai still goes big but has learned not to shout too loud. Pre-recession, companies here announced with great fanfare that they could get the moon on a stick. Now, they get the moon on the stick before making a noise about. And of course, as more moons get plucked from the sky, the more Made in the UK sticks we want to have ready.
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