Please note that this is an overdue event

The Big Flat Now @ Dubai Festival City Mall

The Big Flat Now @ Dubai Festival City Mall

From Japan to Dubai, the Big Flat Now is arriving at DFCM!


Opening September 5th, Dubai Festival City Mall, part of Al-Futtaim Malls, presents The Big Flat Now by Shōei Matsuda, a supersized emoji installation curated by Global Art Daily Agency. The Big Flat Now will be one of the largest art installations presented by a Japanese artist in Dubai, and is in line with Dubai Festival City Mall’s initiative to elevate shopping malls as a destination to enjoy contemporary art.  

Standing 7 meters tall, The Big Flat Now is a massive emoji balloon, featuring a 3D reproduction of the popular the Face with Tears of Joy emoji, the most used emoji globally of the past decade, and named word of the year by Oxford Dictionaries in 2015. Conceptualized by Matsuda, The Big Flat Now celebrates the widespread accessibility of emojis in an era hyper-saturated with information and content, marked by instantaneous social media reshares.

Accompanying the installation will be the deployment of The Big Flat Now’s Augmented Reality (AR) Instagram filter designed by the artist, providing audiences the ability to interact with the artwork and add a Face with Tears of Joy emoji mask to their face.

Engineered to go viral, The Big Flat Now is a celebration of joy and a meditation on creative production in the 21st century.

Dates: 5 - 30 September


Image Credit: Dubai Festival City Mall





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