Danish Farhan, CEO of award winning digital innovation agency Xische Digital - is enthusiastic about the prospects and growth of MX2, offering a new, unique and engaging digital experience solution to an increasingly demanding market. "MX2 will strategically focus on Xische's digital innovative competence in areas such as creation of niche 2D and 3D digital communication tools by fusing together our innovative mix of interaction, animation, film and digital environments with MultiSell's cutting-edge HMI (Human-Machine Interface) using state-of-the-art motion interactive technology. For us it's a logical progression combining a delivery platform to play our digital intuitive content. This engaging combination enables a person to interact in a refreshingly natural way; the result is a unique and powerful experience leading the New Media revolution. In fact, we have invented a new terminology for this unique fusion by the name MIM - Motion Interactive Media," Farhan explained.
The joint venture aims at bringing the two companies' core technologies together to provide tangible added value to clients by offering bespoke design and technology solutions.
The visual display company, MultiSell Technology Middle East, is operating out of its headquarters at Dubai Airport Free Zone, where it is marketing its advanced gesture-based solutions (MultiSell iPoint), high resolution projection screens (MultiScreen), interactive floors (MultiFX) and the world's largest flying TV (MultiSphere) to more than 18 regional countries.
The company's client base includes companies operating in defense, security, command centers, retail, corporate boardrooms, events and outdoor/indoor advertising such as Panasonic, Emirates Airlines, Al Harbi Telecom, Kia Motors, Rotana TV, Compume, Al Futtaim Group, Al Tayer Auto division and the Ministry of Health.
Muhieddine Mneimneh, group sales manager at MultiSell Technology Middle East explains: "Our core technology is typically based on customized solutions for high-end clients. If you have seen the Hollywood movie Minority Report with Tom Cruise you will understand exactly what we are doing. Imagine yourself standing in front a large transparent screen. The picture appears to be floating in thin air. You simply point your finger to click and browse through a website or flash presentation without touching anything. No touch-screen or mouse needed. In fact, our MIM technology enables any person - even a child - to intuitively interact with a screen or computer."
Xische Digital, this year's Official Animation Partner for the Dubai International Film Festival is headquartered at the Dubai Media City with offices in New York. The eccentric digital specialists have had a consistent track record of conceptualizing and animating advanced digital experiences for key clients such as Dubai International Film Festival, Emirates, Dubai Tourism, Burj Al Arab, Marlboro, Giorgio Armani and Red Bull.
Alex Dubus, visual effects producer at Xische Digital, added: 'Immersive technologies coupled with imaginative visual content have already encapsulated all major business functions globally. With Dubai leading the way in entertainment with the advent of the Dubai Studio City, we aim to jointly cater to an inflow of international players ranging from Hollywood to the Far East."
MX2 has already implemented a range of MIM projects
