Dubai’s skyline looks effortless today, filled with landmarks that millions of people recognize instantly. Yet the city’s most recognisable icons, such as the striking UAE Pavilion and the Museum of the Future, began as simple construction sites and steel frames. These structures, now symbols of one of the world's fastest-growing cities, started as drawings and construction projects before becoming internationally recognised attractions. The "Dubai It" campaign, shared by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, illustrates this dramatic shift through powerful before-and-after images.
View this post on Instagram
The series places black-and-white construction photos above full-colour shots of completed structures. It reminds viewers that the Museum of the Future, Burj Khalifa and Dubai Frame were once ambitious masterplans. These images serve as a visual reminder that the city’s defining destinations started as excavation pits and unfinished steel, highlighting the vision and persistence behind the city's development. The message is simple: every landmark that defines Dubai today once existed only as an idea.
View this post on Instagram
Among the landmarks featured, none represents that transformation better than Al Wasl Plaza at Expo City Dubai. The structure took around four years to complete. Since opening during Expo 2020 Dubai, the plaza has hosted international concerts, national celebrations, cultural festivals and major public events, becoming the beating heart of the district. The campaign highlights how this specific site evolved from an empty plot into a central hub for global gatherings.
View this post on Instagram
The plaza holds the Guinness World Record for the world's largest interactive immersive dome. Its sheer scale is impressive: the dome spans 130 metres in diameter and rises more than 67 metres high. It covers 24,038 square metres and uses over 250 advanced projectors to create one of the world's largest 360-degree immersive experiences. This massive engineering feat anchors the visual narrative of the campaign.
The design connects the past with the present. "Al Wasl" was the historic name of Dubai, meaning "the connection." The dome's intricate steel geometry draws inspiration from a 4,000-year-old Bronze Age ring discovered in the UAE. This design choice links ancient Emirati heritage with one of the country's most technologically advanced public spaces, a journey the campaign captures vividly.
Frequently asked questions
What is the Dubai It campaign?
The Dubai It campaign is a visual series shared by Sheikh Mohammed bin Rashid Al Maktoum that showcases before‑and‑after images of Dubai’s iconic landmarks, highlighting how steel frames and construction sites evolved into global icons.
Which landmarks are highlighted in the Dubai It campaign?
The campaign features landmarks such as the Museum of the Future, Burj Khalifa, Dubai Frame, UAE Pavilion, and Al Wasl Plaza at Expo City Dubai, showing their transformation from construction sites to finished icons.
How long did it take to build Al Wasl Plaza?
Al Wasl Plaza took around four years to complete, opening during Expo 2020 Dubai and now serving as a hub for international concerts, national celebrations, and cultural festivals.
What Guinness World Record does Al Wasl Plaza hold?
Al Wasl Plaza holds the Guinness World Record for the world’s largest interactive immersive dome, spanning 130 metres in diameter and rising more than 67 metres high.
Where can I view the before‑and‑after images of Dubai’s landmarks?
The before‑and‑after images are shared on Sheikh Mohammed’s Instagram account, with posts such as https://www.instagram.com/p/DZwjt77FmqQ and others showcasing the transformation.
