Case Study

Pulse Middle East was assigned the AV integration for American Rag Cie, Concept Store in order to give customer's an immersive experience. 

With the rise of the concept store trend, more and more retailers are seeking out the help of audio-visual companies in Dubai in order to appeal to their audience. 

Pulse Middle East teamed up with AW Rostamani Group to transform American Rag's space into an interactive zone. 

Pulse Middle East integrated a full high end audio and lighting system. With the full AV equipment installed in store, even though it is a shop, American Rag allows for events to take place at any moment. DJ sets can be recorded and replayed and everything is centrally controlled by Watchout & Watchnet from the store operatives' mobile phones. 

A mesh transparent screen is installed underneath the open glass ceiling, allowing a Burj Khalifa view when the screen is off or exciting visuals, old movies, a camera feed or advertisements when the screen is on.

Finally on the outside an interactive screen is setup to lure in clients.

Pulse Middle East installed the below equipment at American Rag CIE:

  • Vision Transparent LED Screen

  • Vision Interactive LED P2.8

  • Dataton Warchout & Watchnet

  • Powersoft Quattrocanali

  • Martin Audio CDD series

  • Martin Audio Blackline X series

  • Professional DJ Set

American Rag was founded 35 years ago in Los Angeles, California. 

It opened its doors in Dubai in September 2018 at the Dubai Mall Fashion Avenue.


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PULSE MIDDLE EAST is the leading Audio Visual System Integrator within the Middle East, 

specializing in Audio, Visuals and Lighting consultancy, design and install.

Read more about us here


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