City Walk is not your average shopping destination. While the malls of your childhood may have boasted a soft pretzel cart and a few escalators, City Walk is a new digital experiential mecca—one of the largest digital deployments in the world—folded into a luxurious retail experience. Take its multimedia show—boasting LEDs, video mapping, water-screen projections, a digital canopy and sound experiences—or its more than 100,000,000 pixels of digital content, spread over 30 exhibition areas. Such experiences began four years ago when Alexandre Simionescu, cofounder and creative director of Float4, started traveling to Dubai, United Arab Emirates, to begin the business of integrating digital elements into what would eventually become City Walk. Float4 then fleshed out the experience during early concept development—so early, in fact, that the space hadn’t been built yet, and the Montréal-based experience design firm had to use virtual reality to give the client a sense of what the experience would look like once completed. But the results are worth it, as that visitor who once filmed the mesmerizing digital environs using two phones simultaneously would likely tell you. Selfies and videos are requisite here; it’s just one more thing that differentiates City Walk from the the malls you remember.

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