Corporate profile
What of new
product
developments?
Above: Prisme International designed Cadillac Hotel at Sole DXB and
collaborated with Electra to create an immersive environment
challenge in the region because the
workforce is not well trained about
basic safety measures or aware
of hazards related to their work.
We apply the highest international
production standards and project
management practices.
As part of our Corporate Social
Responsibility programme, we
organise a variety of regular events
for our employees and workers such
as cricket tournaments, movie nights,
yoga and meditation classes. We also
support charities and local community
programmes by volunteering and
donating time.
What trends are you seeing?
The local market is growing at a
tremendous speed. On the one hand,
it is attracting smaller contracting
actors, or cowboy operators who see
an opportunity to get into the business.
They tend to offer low-cost services
at high prices, while not working
according to basic safety procedures.
This is bad for the industry.
On the other hand, the industry
is becoming more mature. The
relationship with venues and
organisers is becoming much more
collaborative. We are working
together to improve health and
safety standards, develop social
responsibility programmes and more
sustainable solutions.
What specifics mark out the Middle
East tradefair market?
The tradefair market is related to each
54
Issue 3 2019
hosting city’s specific features. For
instance, tradeshows in Abu Dhabi
focus on oil and defence for obvious
political and economic reasons.
Dubai on the other hand, is a hub
for the Middle East, India and African
countries. It is a global centre for art,
fashion and business. We see many
events here focused on construction,
health, food, e-commerce or internet
security. The visa regulations allow
travel to Dubai easily. The tradefair
market is very mature, and exhibitors
must be prepared to meet the
same standards as at the biggest
international shows in Europe or
North America.
Lastly, Saudi Arabia is seeing a huge
growth in demand for exhibitions
and conferences, and this is forecast
to increase as the Kingdom ramps
up local entertainment and cultural
activities and encourages economic
diversification. Meeting this new rising
demand is one of the challenges we
are preparing for.
You must be excited about Dubai
Expo 2020?
We are very much looking forward to
Expo 2020, which will be the largest
event ever staged in the region. There
will be hundreds of exhibitors and
millions of visitors.
As part of the Expo 2020 “Better
Together” Worker Welfare strategy,
all contractors are expected to show
proof of advanced worker welfare
programmes to get their entrance
ticket to the Expo. This gives more
Our priority
focus now is on
sustainability
and we have
introduced a
modular wall
system which
can be reused
multiple times
avoiding
material waste.
It also doesn’t
involve wood
fabrication.
The structure
can be used
as an image
wall to display
information,
create signage
totems, free
standing walls,
or to integrate
screens and
lighting
elements for
unique brand
and events
experiences.
Another new
product we
introduced
this year is
The Cube, the
first flat-roof
temporary
structure in the
UAE. We did a
lot of research
and it is entirely
customisable,
allowing
organisers
to push the
boundaries of
their creativity.
legitimacy to actors such as Electra
who have been working as per
international standards for years.
Expo 2020 will involve using
sustainable building materials,
reducing waste, improving
sustainability awareness, retaining
80% of permanent construction post
Expo and more. The challenge has
been that we are somewhat limited by
the market. For instance, we cannot
find recycled materials or ways of
recycling everything we use. I think
that Expo 2020 will have a huge
impact on developing a sustainable
mindset in the region.
Which standout projects have you
been involved with recently?
For the 42nd session of the World
Heritage Committee for UNESCO, we
were chosen to install the temporary
structures hosting the committee,
including the interior fit out. This
was a very high-profile event with
international exposure. The total area
to be covered with tenting solutions
was 8,200 sqm. We had a team of over
300 people working over two months
to carry out the work. At the same
time, we provided the full spectrum of
project management services within
strict deadlines.
More recently we worked with our
client Prisme International (a creative
agency) on the Cadillac Hotel for SOLE
DXB, the region’s largest cultural
festival focusing on fashion, music and
art. The Cadillac Hotel concept was
to create a unique pop-up featuring
immersive experience rooms and
a showcase for the newly released
car with a fun and flashy glamorous
Miami Beach hotel vibe. We were
responsible for building the entire
project, including a showstopping
6-metre mock pool, filled with water
and visible from parts of the structure.
This was an amusing project to work
on. But it also had challenges related
to fully realising the creative concept.
There were many intricate details
that had to be seen to, so that the
appearance of the entire structure was
seamless, exciting and attractive.
w w w.exhibitionworld.co.uk