Dubai company pioneers 3D entertainment technology

Over 100 million people all over the world watched Madonna perform with the Gorillaz that got the Grammy's off to a rousing start. But what they didn't know was that the Madonna that appeared for at least the first two minutes of the act was a "virtual Madonna" created by the Eyeliner® System.

This unique 3D technology is helping Event Works, a Dubai-based events company, make waves in the international events and entertainment circuit. Patent-holder Uwe Maass, CEO of Event Works, invented the technology called the Eyeliner® System, which in essence is a high definition visual rendering of virtual reality.

The Eyeliner® System produces images of high resolution and quality that make them unmistakably real, which is what happened when Madonna performed the opening number at the recently concluded Grammy's.

The virtual rendition was so impressive that plans have been floated for Gorillaz to go on a global concert tour using the Eyeliner® System. But even before its Grammy's debut, Event Works has been creating waves with its 3D technology in various prestigious events all over the world, including the MTV Europe Awards, which marked the first live performance of Gorillaz using the Eyeliner® System.

The Eyeliner® is an open system that uses a specially developed foil in reflecting images from high definition video projectors, making it possible to show virtual images of variable sizes and distinct clarity created using a proprietary software. The entire system consists of a truss box and a stage, where the virtual picture appears.

In the Middle East, the patented system has repeatedly been used in high-profile regional roadshows and events, such as the CEO Summit in Dubai and the BMW 7-series launch, among others.

"The Eyeliner® System has amazed both clients and audiences not only with the uniqueness of its technology, but the simplicity and practicality of the set-up," added Maas. More importantly, because the whole event is digitally produced, the system offers clients a fool-proof system. "Think of it as a hassle-free system that offers a unique and amazing event experience," said Maass.

"This is a real challenge to creativity. There is no limit to what the technology can do - what you imagine, we can make happen," concluded Maass.

The event industry in the region has become very competitive, with event companies trying to outdo one another using a variety of creative concepts. But none has come close to the impact and potential of the Eyeliner® System, a pioneering concept that has raised the bar for all event companies in Dubai and in the region.

Event Works consists of a team of experienced event professionals, including highly qualified members in its international network. It has a permanent installation of the Eyeliner® System in its warehouse in Al Awir.