Balfour International Group is using Philips 3DTV screens, which use a lenticular lens on the front of the screen, so viewers don't need special glasses to see the 3D effect.

Dubai Department of Tourism and Commerce Marketing is one brand advertising on the displays, showing 36 hours of footage over the trial, which began on 15 September and runs until 28 September.

"After many years in development, 3D screen technology is surpassing all expectations in terms of the impact to the advertiser and the consumer," said Balfour International Group head of business development Charles Firebrace.

The demonstration of the Philips 3D technology was claimed to be a first-look as the technology is not expected to become mainstream for another five years.