In fact, Jean-Marc Bled - General Manager of Entertainment Zones for Leisure & Entertainment at BOXPARK developers Meraas - breaks into a smile as he describes how the cogs animate the sign during the day.
Of course, the real action lies inside this metal and glass unit positioned on the corner of Al Wasl Road and 35th Street.
Once through the doors you are met with food and drinks concessions in the foyer. But beyond the tempting snacks and refreshments lies a dome that has the boss waxing lyrical. For it houses an experience designed to offer more than a regular entertainment thrill.
MustDoDubai went along to sample a screening of one of the venue’s current film choices.
Once settled onto one of the specially designed beanbag flat seats, you are facing directly up at a ceiling that is the screen. The more central you are, the fuller the experience.
And with animated feature Astronaut, we were immersed in a film that explains the pressure, training and exhilaration of being a space explorer while pulling us into the footage.
On the near horizon is Adventures Into The Deep – a short film based in the future depicting how dramatic climate change has lead to rising sea levels.
Not surprisingly, Jean-Marc says The Dome Box is aimed at young and family audiences and school groups, plus corporate clients seeking to host events such as product launches.
Add to that residents who simply wish to experience something different to the usual cinema offering – and maybe tourists seeking an alternative activity to beaches and malls - and The Dome Box has a wide catchment potential.
“We are really open to every event,” says Jean-Marc, who is keen to stress it is not a 3D cinema.
“There is a lot of demand for this kind of attraction that is educational and fun at the same time. A lot of parents are happy they can bring their kids here and they will learn stuff while they are watching a movie in a very different manner. Laying down on the beanbags for them is already fun.
“The parents are decision makers for every outing and they like to share time with their kids. As a parent I don’t like to just drop my kids somewhere and do something else. Something educational is appealing for the whole family.
“The parents are comfortable coming here, showing these movies to their kids. At the same time, it is interesting for them as well. You will learn things, while having fun.”
By December it should have two homegrown movies to take its total programme to seven.
“We are going to try to refresh the movies as much as we can,” says Jean-Marc.
“This format is not easy to find so we are purchasing from abroad but will be producing our own movies as well, working with an external media company but controlling the content. Diversity will be there.
"We need to find a balance between the educational value of the movie and the appeal towards our audience. We want topics that are interesting for a broad audience.”
On initial examination, the idea is reminiscent of temporary event domes that have popped up in Festival City Mall and Dubai Mall, but this is the first permanent, full-tech facility of its type in the region.
And alongside the refreshing mix of shops and dining at the BOXPARK, it feels like a good fit.
“When we built BOXPARK we were looking at what kind of attractions we could build,” adds Jean-Marc.
“We wanted to bring something unique, innovative. This has not been done before and it matches our aim; educational and family orientated."
READ more about The Dome Box and the films on show at www.thedomebox.com
TICKETS are priced at 45AED for two movies or 75AED for four movies and are valid for six months from purchase.
THE Dome Box offers group packages for birthday celebrations, school outings and corporate events.
YOU can call the venue on 800-637227 or email The Dome Box at firstname.lastname@example.org