Display Technology
SpinetiX brings Middle East outdoor LED wall to life
As a fountain underwent renovation in Dubai the property manager wanted an experiential experience at the site. It partnered with Blue Rhine Industries and SpinetiX representative Media La Vista to encircle the build a curved LED canvas.
September 19, 2025 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
For 16 years the Dubai Fountain, in Dubai, United Arab Emirates, has been a compelling attraction for residents and tourists given water jets, reaching a height of 150 meters, synchronized with lights and music.
But nearly two decades of continuous operation had taken a toll on operations and technology capability so property developer Emaar, which manages the fountain, decided it was time for a revamp of the city's tallest performing fountain.
This past May the fountain, located in the heart of the Dubai Mall, held its final show as it closed temporarily for the needed refresh. The renovation would include a revived sensory experience including upgraded water and light effects.
As the landmark underwent renovation Emaar wanted to provide an experiential experience at the site. It partnered with Blue Rhine Industries and SpinetiX representative Media La Vista to encircle the fountain with a 440 meter x 3 meter curved LED canvas.
SpinetiX is a digital signage provider. Blue Rhine is a manufacturer and distributor of signage, advertising and LED solutions.
A two-prong digital signage goal
The goal with the LED canvas was to hide the fountain's makeover project and at the same time provide a magical experience. The wall's display would lock every frame to the nightly LED choreography at Burj Khalifa, a nearby mixed-use skyscraper, with frame-perfect precision.
"The wall project was conceived as the most effective solution to deliver high visual impact, engage visitors and transform the space during this transitional phase," Niraj Vyas, director, technology at Blue Rhine Industries, said in an email interview.
Once completed it would be the largest and longest outdoor LED wall in the Middle East.
A pretty, pretty, pretty tight deadline
Emaar set an excruciating tight project deadline of 60 days for the design, build, test and commission — all happening during city's summer season.
"We faced tight deadlines, last-minute changes to the displayed content, evolving client requirements, and unexpected network adjustments — all within the first week of deployment," Nikita Sarbashev, CEO at Media La Vista, said in an email interview.
"A particularly demanding aspect was that most updates and modifications had to be made outside of the screen's operating hours — essentially between midnight and 5 a.m."
The tight timeframe was just one of a few challenges.
One of the biggest hurdles was manufacturing and delivering such a large screen within just 30 days.
More than a few challenges
"Thanks to exceptional support and responsiveness from our manufacturing partner, we successfully overcame this challenge and kept the project on track," said Vyas.
Another challenge was the synchronization with the iconic Burj Khalifa shows.
"Thanks to the unique capabilities of SpinetiX — especially its precise content synchronization features — we were able to achieve seamless integration with ease," said Sarbashev.
Then there was the weather challenge – specifically the extreme heat and high humidity in the UAE during summer months. Daytime temperatures exceeded 40°C at times.
To adapt, two dedicated teams worked day and night shifts, with most of the progress achieved at night when conditions were more manageable.
"Our team had to regularly retreat into the air-conditioned comfort of Dubai Mall to escape the sun and recover," said Sarbashev. "This flexibility was possible in part because SpinetiX software can be fully managed remotely, allowing our engineers to monitor, configure, and adjust the system without always being physically on-site. This remote management capability significantly reduced the pressure of working in extreme conditions and ensured the project remained on schedule."
The right hardware in play
While the environmental factors posed a challenge for the deployment team that wasn't the case for SpinetiX's hardware.
"The SpinetiX iBX440, along with other players in the SpinetiX range, is an enterprise-grade solution designed to operate reliably 24/7 in harsh environments. The fanless, solid-state design ensures consistent performance even under high-temperature conditions," said Sarbashev.
While the project is the longest digital signage wall, in terms of physical distance, that Media La Vista has implemented it isn't the company's largest deployment in terms of system complexity or number of devices. It also wasn't the first time the company has collaborated with SpinetiX.
Media La Vista previously delivered a high-profile installation powered by 99 SpinetiX players, all synchronized to deliver seamless, coordinated content, according to Sarbashev.
The ability to meet the wall deadline was due to a collaborative and supportive team effort.
"The Blue Rhine team, in particular, was extremely responsive and ready to assist at every stage. Our own deployment team worked around the clock, 24/7, to ensure the highest level of service and reliability," said Sarbashev.
During the project evaluation phase Blue Rhine Industries tested several content management systems to identify the most reliable option for synchronization.
"SpinetiX quickly proved to be the best fit for our requirements, offering the stability and performance we needed," said Vyas.
Although Blue Rhine had always been aware of SpinetiX, it was the first time implementing its technology.
"The experience validated our choice — its capabilities aligned seamlessly with the project's demands, and Media LaVista's support further ensured smooth adoption and execution," said Vyas.
The project team chose six SpinetiX iBX440 players to power the entire LED wall installation. Secure remote monitoring would keep operations lean even though the hardware sits sealed behind temporary construction hoarding.
Designers drag-and-drop content once in Elementi; its advanced sync engine then keeps every pixel across the canvas and Burj Khalifa's own LED façade playing in perfect harmony. The SpinetiX solution ensures frame-perfect playback 24/7 with zero drift or dropped frames.
The wall project is just one of several large scale and complex projects Blue Rhine Industries has been involved in.
"Within Dubai Mall alone, we have executed multiple high-profile installations," said Vyas. "One notable example is our award-winning project for the Dubai Aquarium, completed last year, which stands as a testament to our ability to manage challenging, large-scale deployments."
About Judy Mottl
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At SpinetiX, we inspire businesses to unlock the potential of their story. We believe in the power of digital signage as a dynamic new storytelling platform to engage with people. For more than 15 years, we have been constantly innovating to deliver cutting-edge technology that helps our customers shine.
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