Over the past few years, we've done quite a few big and successful project for Dubai and the UAE region. EXPO 2020, Bloomingdale's and Mashreq, to name a few. In the middle of summer, we were involved with some pitches for big projects coming up. Enough reason to make the trip over and finally meet some clients face to face!
My past three weeks in Dubai have been both productive and eye-opening. What started as a business development trip, quickly turned into a deeper exploration of what makes this city such a hub for innovation. Between meetings with top brands and taking in the city’s unique atmosphere, it’s been an experience worth reflecting on.
Dubai has a well-earned reputation as a place where new ideas flourish, and my time here reinforced that. I had the opportunity to connect with companies like Warner Bros., Commonwealth/McCann, FENDI, and Snapchat MENA. It was a good mix of reconnecting with existing clients, as well as forming new relationships that could lead to exciting projects. Finally seeing clients face to face after having worked together for years is something we should have done a lot sooner!
The city’s energy is something that stood out to me. there’s a strong willingness to embrace new ideas, particularly when it comes to engaging with younger, tech-savvy audiences. You can feel the buzz in the air, to create amazing experiences together. The advertising and marketing in Dubai is much more experience-focused, and it’s clear that immersive tech can play a significant role in Dubai’s future. To illustrate how different that energy is from Europe (and the Netherlands specifically): in the Netherlands they don't seem to be too keen to talk to people they don't know. In Dubai, however, you'll have expanded your network within two days and have had coffee with all of them. It's a warm welcome, in more ways then one.
It wasn’t all business during my stay. I made sure to take some time to explore Dubai and experience its unique character. Seeing the Palm Islands and the Burj Khalifa up close was a definite highlight. There’s something inspiring and humbling about standing at the base of the tallest building in the world. The heat was less of a highlight, though. 45 to 50 degrees is no joke. It was a challenge to navigate the city in that kind of weather, but luckily there is AC everywhere.
Looking back on these three weeks, I’m optimistic about the future. The connections we’ve made and the discussions we’ve had are paving the way for some promising opportunities. Dubai is clearly positioned as a key player in the future of immersive tech, and it’s exciting to be involved in that.
This trip has reaffirmed my belief in the work we’re doing. The conversations and experiences have been lot of fun, and I’m eager to see where these new connections will lead us as we continue to explore what’s possible. Perhaps we'll see you in our Dubai offices next!
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