Case Study

DWW AT THE BURJ KHALIFA

INFRAMES projection-mapped the Burj Khalifa for Dubai Watch Week, using Notch's real-time abilities to draw visitors to the world’s tallest building.

In November 2025, INFRAMES transformed the world’s tallest structure into a canvas for real-time visuals at Dubai Watch Week. Working on the Burj Khalifa required a technically robust projection-mapping workflow, which led Creative Content Director Haitham Taha to choose Notch, enabling simultaneous visualisation and final output generation.

The client wanted, above all, to ensure that the Dubai Watch Week brand would be clearly visible while accurately reflecting its values and luxury positioning. As Taha explains, “Applying our Notch workflow to a project of this scale proved to be the safest approach—but also the most efficient and effective.”

This project proves no canvas is too big, too tall, or too ambitious for Notch. From ground to sky, Notch gets the job done.

Haitham Taha, Creative Content Director, INFRAMES

As traditional content rehearsals were not viable at such a massive scale, INFRAMES decided to adopt a fully real-time workflow in Notch. The team synchronised animations with music, creating audio-reactive visual elements that significantly enhanced the impact and overall experience. Notch's capabilities allowed the team to work confidently without traditional on-site content rehearsals, streamlining production while maintaining creative control.