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MUSIC IN THE CLOUDS
A landmark above Dubai needed more than a soundtrack. WithFeeling created the sonic identity for Ain Dubai, shaping a complete visitor journey through music, soundscapes and a bespoke 38-minute cabin experience.
Ain Dubai is the world’s largest observation wheel, rising 250 metres above the city and offering panoramic views across Dubai’s skyline. WithFeeling worked directly with Ain Dubai and Dubai Holding Entertainment to create a sonic identity that could support the full visitor experience, from arrival to ascent.
The project included the Ain Dubai sonic logo, ambient soundscapes, curated Plaza playlists, music for terminal films and a bespoke 38-minute cabin journey soundtrack divided into 13 sections. Each element was designed to build anticipation, heighten emotion and make the experience feel memorable long after the ride ended.
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THE CHALLENGE
Ain Dubai was not just a ride. It was a complete visitor journey.
The sound needed to support every stage of the experience, from the energy of the Plaza to the cinematic storytelling in the terminal and the emotional rise above the skyline. It had to feel premium, spacious and dreamlike, while still giving the brand a memorable sonic signature.
The challenge was to create a musical world that could evolve with the physical journey, without overwhelming the views, the architecture or the sense of wonder.
THE APPROACH
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WithFeeling created a complete sonic system for the attraction.
In the Plaza, 24-hour playlists were curated to reflect Dubai’s multicultural identity, blending Western, Arabian, South Asian and Russian influences. In the terminal building, WithFeeling scored two films, Sands of Time and Ain Skies, supporting the story of Dubai’s transformation and the engineering ambition behind Ain Dubai.
For the cabin experience, WithFeeling composed a bespoke 38-minute soundtrack divided into 13 sections, each aligned with key views and landmarks visible from the cabins, including JBR, Palm Jumeirah and the highest point of the journey. The music was designed to feel expansive, airy and gently memorable, with lush pads, ethereal vocal textures and a crescendo at the 250-metre “wow” moment.
At the centre of the system was the Ain Dubai sonic logo, woven throughout the experience as an auditory anchor for the brand.
THE RESULT
The final sonic identity helped turn Ain Dubai into a multi-sensory visitor experience.
Rather than treating sound as background, WithFeeling used music and sound design to shape pace, anticipation and emotional memory across the journey. The sonic logo gave the brand a recognisable signature, while the cabin soundtrack transformed the rotation into a cinematic journey above the city.
For WithFeeling, Ain Dubai shows how sonic branding can support themed entertainment and destination experiences at every level, from a single memorable motif to a complete emotional architecture.
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