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Mamemo Creates a Stunningly Powerful Inauguration Event for Khalifa Port

12-19-2012 10:35 PM CET | Logistics & Transport

Press release from: mamemo productions

mamemo productions' world first The Tapestry

mamemo productions' world first The Tapestry

Proving once more their mastery in creating powerful events even in unusual environments, mamemo productions recently concluded the historic inauguration ceremony of Khalifa Port last 12.12.12 inside the port island, 5kilometers from the Abu Dhabi shoreline.

Distinguished as the very first semi-automated port in the whole MENA region, Khalifa Port was inaugurated by the UAE President HH Sheikh Khalifa bin Zayed Al Nahyan. Also in attendance were UAE Vice President, Prime Minister and Ruler of Dubai HH Sheikh Mohammed bin Rashid Al Maktoum; Abu Dhabi Crown Prince and Deputy Supreme Commander of the UAE Armed Forces HH Sheikh Mohammed bin Zayed Al Nahyan and other members of UAE Royalty.

Sam Katiela, Managing & Creative Director and his team at mamemo productions conceptualized the whole event journey to the past, present and future of Abu Dhabi and the Abu Dhabi Ports Company as they moved the guests through the different areas of the event: the Reception Area/Majlis, the Grandstand, and the Dining Area.

Reflecting the innovation that is at the heart of Khalifa Port, Sam and his team unveiled a number of world-first innovations during this event, whose design was based on the requirements of official government protocol.

The first innovation was the Room-In-A Room concept, an elegant custom built venue created inside a warehouse to welcom guests into a modern majlis reflecting the history of Abu Dhabi’s ports through massive centerpieces. The new innovation of the white vaulted canopy made from stretched projection fabric created a glowing ceiling without direct lights as all lighting were hidden inside, giving a clean look and feel.

Rising near the Terminal Area was the second innovation, the “Mega-Grandstand”, the first- in-the-region temporary event structure with an integrated innovative rigging that raised the screens and the walls of the (38m x 24m x 15m) grandstand after His Highness’ turned the inauguration wheel, giving all guests a spectacular view of the port in action

The breathtaking finale of the event was The Tapestry, invented by mamemo as a world’s first application of this technology. The Tapestry was featured on a massive 80m x 13.5m special feature wall where 48 larger than life printed banners (each one 13.5m x 5m) dropped down in precise choreography that matched the programmed movements of the automatic stacking cranes inside the terminal area. This created a spellbinding fusion of art and mechanics that fully captivated the audiences.

To communicate the strategic messaging of Khalifa Port, mamemo productions’ in-house show production team created a powerful video in leading edge 3D animation which took the audiences through an amazing tour of the Port and its facilities through carefully crafted content, moving images and a special action film sequence shot using the latest production equipment, including the heli-mounted cineflex used in films such as Mission Impossible, and controlled by one of the leading operators in the world.

In a speech to the mamemo productions team, ADPC CEO Tony Douglas remarked, “I've watched the way all of you [at mamemo] work and have come to realise what you do is harder than what we do. There is no room for error whatsoever and you delivered spot on.”

“This was one of the most important event for us as mamemo productions,” quotes Sam, “The profile of guests, led by the President HH Sheikh Khalifa Bin Zayed Al Nahyan, was a great opportunity for us to showcase the strength of not only Abu Dhabi but the whole of UAE. This event came days after the 41st National Day and we wanted to consider this an extension of the celebrations… a celebration of national strength and pride.”

mamemo productions ( is an event and brand management company based in Dubai - UAE, headed by Managing & Creative Director Sam Katiela. The company is known for its new concepts of communication through intelligent shows that merge innovative technology with human development. mamemo develops content that is accessible and makes the audience more ready to consume the message and the brand. Its portfolio includes a complete spectrum of corporate events, product launches, award ceremonies, sports events, road shows, conferences & multimedia exhibitions stands and corporate films, for leading Abu Dhabi government departments, subsidiaries, and top international brands.

PO Box 282135
Dubai, UAE

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