Ain Dubai, the world’s tallest observation wheel at 250 meters, opened on Bluewaters Island in 2021 as one of Dubai’s most iconic new destinations. Mycotoo was brought in by Dubai Holding to reimagine the full arrival experience and elevate the guest journey for this record-breaking attraction.

Mycotoo redesigned the experience from the ground up — developing a fully refreshed arrival sequence, new pre-show and interactive moments, enhanced retail and F&B touchpoints, FF&E, and an upgraded in-flight experience that aligned with the scale and ambition of the wheel itself.

Through strategic placemaking, operational insight, and guest-centered design, Mycotoo helped transform Ain Dubai’s visitor journey into a more cohesive, engaging, and memorable experience worthy of a global landmark.