Sony’s ongoing global marketing campaign – which is designed to celebrate the system’s renewed availability – has arrived in Dubai, where a life-sized PS5 is being installed. Alright, so maybe this is a few feet bigger than the actual new-gen console, but we couldn’t resist the gag.

We’re not sure whether it’s post-processing special effects or an insane light show, but the console appears to be summoning some kind of portal, which all plays into the platform holder’s latest ad campaign. Either way, it’s cool enough to go viral, which is effectively the point.

The firm recently dropped Kratos’ Leviathan Axe from God of War Ragnarok next to London’s Southbank, and we suspect there’ll be many more promotional events like this right around the world over the coming days.