Key concept | ECHO

Key Concept is a Dubai-based creative studio that constantly seeks to challenge the perception of the norm. Having designed unconventional commercial interiors that fuses art, design and memorable stories, it is comprised of individuals with varied backgrounds who produce fresh and innovative ideas as much as a project would allow. Exploring the bounds and limits of its capabilities, this newest foray into sensory design exemplifies this well enough and is created through the installation. A collaboration between Key Concept, FMM Dubai and One Third brought up this amalgam of ideas about self-reflection. Always forward thinking, Key Concept design experiences that will remain in one’s memory and will provoke the reimagination of human interaction with its built environment.


A collaboration between Key Concept, FMM Dubai and One Third, the installation is an immersive transitory space that magnifies the things in our lives that we often overlook. The exterior shell creates a camouflage effect and mirrors the space around us. Seeing these vertical changing coloured lights lures in a person to come closer and see more of this mirage. Upon reading “ممنوع” (mamno’u – eng: forbidden) on the circumference of the space, it redirects you to the 3 openings. Each one of the three are placed in an equidistant triangular form so the exit is not in sight. The reflective panels transform and gets more distorted as one explores the space where different portions of your body are distorted in different scales and in different fragments. Moving projections adds in another dimension to the static area and creates a movement that makes every single moment unique. Fleeting like our memories, they come and they fade. A detachment to the environment cancelling all the noise through the headsets creates a deafening silence. It reminds one to focus on what’s inside and what really matters to us as a person and as part of a whole.

Key concept

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