Dubai, UAE, Date : 2011- 2015

Organized by the Dubai Sports Council and launched in 2006, the Dubai International Sports Conference (DISC) has established itself as one of the premier platforms for football’s decision-makers, industry leaders, and visionaries. DISC facilitates dynamic discussions on pressing issues in football while paving the way for innovative solutions and new opportunities in the sport.

At MICE International, we proudly contributed to the success of this globally-renowned event by managing a comprehensive range of services:

• Content Creation: Crafted impactful 3D screen content that complemented the event’s theme and objectives.
• Speaker Liaison & Handling: Coordinated seamlessly with renowned speakers and ensured their needs were met
• Scenic Design & Branding Elements: Designed immersive scenic , stage and branding elements that enhanced the event’s aesthetics.
• VVIP & Security Management: Ensured the safety and smooth experiences of VVIPs, celebrities, and superstars attending the event.
• Registration & Website Management: Streamlined the registration process and provided efficient website management.
• Temporary Structures & Marketing Collaterals: Oversaw the setup of temporary structures and the creation of marketing materials that amplified the event’s impact.
• Gala Dinner Setup & Production: Delivered a flawless gala dinner experience through meticulous planning and execution.

Our end-to-end event management approach ensured DISC continued to uphold its legacy as a premier event in the global sports industry.

Dubai, UAE, Date : 2014

The Zayed International Prize for the Environment is a globally recognized award that honors trailblazers in environmental leadership, innovation, and sustainability. This prestigious event unites visionaries and decision-makers who are shaping a greener, more sustainable future. MICE International was honored to manage this landmark event, attended by esteemed guests such as Nobel Laureates, H.H. Sheikh Mohammed bin Rashid Al Maktoum, H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, and H.S.H. Prince Albert II of Monaco. Our comprehensive services ensured the event was nothing short of extraordinary

• Video Content & 3D Animation: Developed engaging video content , event hero movie, and groundbreaking 3D animations that vividly conveyed the event’s environmental vision.
• Event Setup & Production: Delivered seamless event production with cutting-edge execution, including the first-ever incorporation of a 50m LED curved screen for an immersive experience.
• Registration & Hostess Management: Ensured a smooth and welcoming registration process, complemented by professional and attentive hostesses.
• Run of Show Coordination: Perfectly orchestrated every aspect of the event to ensure a seamless flow from start to finish.
• Branding & Media Room Setup: Designed impactful branding materials and curated a state-of-the-art media room to facilitate press interactions.
• Cocktail Setup: Organized an elegant cocktail setup, fostering meaningful networking opportunities in a sophisticated environment.

With an elite guest list the Zayed International Prize for the Environment stands as a testament to MICE International’s ability to deliver truly iconic events.

Dubai, UAE, 2014

The JBR Walk came alive with a vibrant 5-day celebration in honor of UAE National Day, filled with activities, entertainment, and cultural pride. The event was a joyous tribute to the UAE’s heritage, bringing the community together for an unforgettable experience. MICE International played a key role in crafting a fun, interactive, and culturally rich event, ensuring that every element reflected the UAE’s national identity.

• Logistics Management: Orchestrated seamless logistics to ensure the smooth flow of activities throughout the 5-day celebration.
• Design & Branding: Developed impactful designs and branding that captured the spirit of UAE National Day.
• Entertainment & Activations: Curated engaging entertainment and activations to keep attendees of all ages entertained and immersed in the festivities.
• Infusion of UAE Identity: Ensured every aspect of the event – from activities to decor – embodied the pride, culture, and heritage of the UAE.

The result was a lively and memorable experience that left visitors with a deeper connection to the UAE’s rich traditions and unity.

Dubai, UAE, Date : 2014

The AFC Futsal Championship in Dubai brought together the best teams from across Asia for an action-packed tournament, showcasing world-class talent and thrilling fans with unforgettable matches. MICE International was honored to be the official organizer for this prestigious event under the leadership of the Dubai Sports Council and AFC federation, managing it seamlessly from start to finish.

• Pre-Event Activities: Successfully organized the official draw ceremony, setting the stage for the championship.
• Venue Management: Oversaw all aspects of venue operations, ensuring it was fully prepared for both players and fans.
• Player Management: Coordinated all player-related logistics, ensuring a smooth experience for participating teams.
• Venue Preparation & Branding: Managed venue branding to create a professional and engaging atmosphere that reflected the prestige of the tournament.
• Volunteer Management: Recruited and coordinated a dedicated team of volunteers to support event operations.
• Security & Ticketing Management: Ensured smooth access and safety through effective security planning, ticketing operations, and on-site entry management.

Through our meticulous planning and execution, the AFC Futsal Championship in Dubai delivered a world-class experience for players, fans, and stakeholders alike, reinforcing Dubai’s reputation as a premier host for international sporting events

Dubai, UAE ,February 2015

Set against the iconic backdrop of the Dubai Fountain, the 2015 Dubai Tour kicked off with a spectacular opening ceremony that embodied the grandeur and ambition of this prestigious event. With plans for a UCI upgrade, the ceremony showcased Dubai’s commitment to becoming a global hub for cycling and sports. MICE International proudly managed the opening ceremony, ensuring every detail contributed to an unforgettable experience.

• Event Organization: Planned and executed the ceremony with precision, ensuring a seamless and impactful launch.
• Stage Build-Up & Setup: Constructed an impressive stage that blended harmoniously with the iconic Dubai Fountain, creating a breathtaking visual experience.
• VIP Tribune & Hospitality: Provided a luxurious VIP tribune, complete with exceptional hospitality services for distinguished guests and officials.
• Integrated Show Design: Delivered a stunning integration of the show with the Dubai Fountain, including the dramatic reveal of a motorized screen, which opened to synchronize perfectly with the fountain’s mesmerizing display.
• Entertainment Flow Management: Carefully choreographed the entertainment program to captivate the audience and build excitement for the tour.

By combining world-class event management with Dubai’s awe-inspiring landmarks, MICE International created a one-of-a-kind opening ceremony that elevated the 2015 Dubai Tour and left a lasting impression on attendees

Across the UAE, 15 February 2015 - 13 March 2015

The Health & Fitness Fun Festival, an initiative by ACTVET, has been a vital platform for promoting health awareness and fitness across the UAE. Spanning all seven Emirates, this impactful event brought communities together to celebrate active and healthy lifestyles through engaging activities, education, and entertainment. Health awareness is a vital focus of the UAE, and fostering community engagement plays a key role in cultivating a health-conscious mindset among both youth and adults. The Ministry of Education’s crucial role in this event was truly inspirational, serving as a testament to the UAE’s unwavering commitment to promoting wellness and driving positive change in the nation. MICE International proudly handled the entire festival with comprehensive event management services, ensuring its success across multiple cities

• Design & Project Management: Delivered seamless design concepts and oversaw every detail of the project from planning to execution.
• Health Activations & Activities: Curated engaging health activations and activities tailored to each city, ensuring a fun and educational experience for attendees.
• Sponsor Management: Coordinated with sponsors to maximize their involvement and showcase their contributions effectively.
• F&B Management: Organized and managed food and beverage services that complemented the festival’s health and wellness theme.
• Entertainment & Sports Calendar Management: Arranged captivating entertainment programs and managed the sport calendar across all Emirates to ensure diverse, engaging experiences for all.

Dubai, UAE, 2015 -2020

The Dubai Tour, an annual professional road cycling stage race, began in 2014 as part of the UCI Asia Tour and later merged with the Abu Dhabi Tour in 2019 to form the UAE Tour. Known for its world-class organization and breathtaking routes, the Dubai Tour captured global attention each year. MICE International was proud to manage the press conferences, a critical component of the Dubai Tour. These conferences were instrumental in announcing sponsors and unveiling the route to the media and the world. Live-broadcasted globally, they demanded a meticulous and creative approach year after year. Our contributions included:

• Creative Concepts: Delivered fresh and innovative themes for each press conference, ensuring the events reflected the prestige of the Dubai Tour.
• Sponsor Announcements: Strategically designed sponsor reveals to highlight their pivotal role in the success of the tour.
• Media Engagement: Facilitated smooth media interactions and ensured all necessary resources were provided for effective coverage.
• Staging & Production: Managed, designed and produced the staging, branding, and production setup to create a visually captivating and professional environment.
• Show management: Designed and executed a seamless show flow
• Light Design
• 3D screen content – Creative direction and implementation

Our expertise ensured that each Dubai Tour press conference was not just an announcement but a high-impact event that amplified the excitement for the tour and reinforced its reputation as a premier cycling event.

Dubai, UAE, February 2016

As part of Cartier's exclusive initiatives, the iconic brand hosted a private and intimate dinner at Hakkasan, Dubai, to honor Chinese New Year. This glamorous celebration brought together select clients for an evening that epitomized luxury, craftsmanship, and cultural elegance. MICE International was brought on board for crafting this bespoke experience, ensuring that every detail reflected Cartier’s renowned artistry and meticulous standards:

• Scenic Design: Delivered an opulent and intricate scenic design, crafted by highly skilled artisans and florists. Every element resonated with Cartier’s commitment to craftsmanship, creating a visually stunning atmosphere that left guests in awe.
• Client Treatment: Ensured VIP guests received the highest level of personalized care and attention, reflecting Cartier’s dedication to excellence.
• Live Entertainment: Curated enchanting live performances that enhanced the festive ambiance of the evening, making it a memorable celebration.
• Giveaways: Designed exclusive giveaways that embodied the elegance and sophistication synonymous with Cartier, leaving a lasting impression on the attendees.

With meticulous attention to detail and a focus on artistry, MICE International ensured that the Cartier Chinese New Year Celebration Dinner was a flawless and unforgettable experience that seamlessly reflected the brand’s legacy of luxury and craftsmanship.

Dubai, UAE, 2016+2017

As part of the Dubai Tour (now known as the UAE Tour), the Dubai Sports Council launched an engaging marketing activation to promote cycling and build excitement for the Dubai Tour professional race. This initiative, a mini version of the Dubai Tour, was a 3-day event designed to connect with the cycling community while championing health, fitness, and the sport of cycling across all age groups. MICE International was proud to bring this activation to life, ensuring it was both impactful and memorable.

MICE International managed the full spectrum of this activation, ensuring its success and alignment with the Dubai Sports Council’s goals:

• Race Organization: Managed all aspects of the races, from planning and scheduling to execution, ensuring a seamless experience for participants.
• Registration Management: Oversaw participant registrations, ensuring a smooth and efficient process for all ages and skill levels.
• Promotion & Marketing: Delivered targeted promotion and marketing campaigns to maximize public awareness and participation.
• Onsite Activation: Curated engaging health and fitness activations at the venue to promote wellness and provide participants and spectators with an enriching experience.
• Branding & Design: Created impactful branding and innovative designs that reflected the event’s goals and added to the celebratory atmosphere.

By combining meticulous planning and flawless execution, MICE International transformed this 3-day activation into a vibrant celebration of cycling. The event successfully generated excitement for the UCI professional race, promoted a healthy lifestyle, and united the cycling community in the UAE.

Dubai, UAE / Date : 2017

Launch of the Magicien collection that celebrates the legendary house’s unique ability to bring inanimate objects to life and reveals the magical universe and exceptional creativity of the master jeweler and watchmaker that make such pieces veritable works of art.

• Invitation Cards.
• Animation and screen content.

Dubai, UAE / Date : 2017

The MBR Creative Sports Award is the most prestigious sports award in Dubai. It aims at honouring creative athletes and distinguished sports corporations on the local, Arab and international levels.

• Site inspection.
• Technical and plotting drawings.
• 3D design.
• Visitor journey.
• F&B selection and management.
• 2D creative design and application.
• Staff management.
• Game recommendation.
• Event branding.
• Audio and Visual services.
• 3D screen animation design and production.
• Event operation and on-site management.
• Show Calling and stage flow.

Dubai, UAE / Date : November 2017

The initiative is an event for Sports Innovation highlighting the role of women empowerment in sport.

• Site inspection.
• Technical and plotting drawings.
• 3D design.
• Visitor journey.
• F&B selection and management.
• 2D creative design and application.
• Staff management.
• Game recommendation.
• Event branding.
• Audio and Visual services.
• 3D screen animation design and production.
• Event operation and on-site management.
• Show Calling and stage flow.

Dubai, UAE / Date : December 2017

ECHO is the region’s first hybrid art fair where Art, Design and Technology intersect; for local and international artists, businesses, galleries, and minds to connect, collaborate and grow. The 3-day event was built on four pillars: art tech fair, conferences, workshops, and a sound festival.

• Creation and launch by MICE International, from concept, structure to design.

Sharjah, UAE / Date : 2018

Ramadan installations in Al Zahia, Sharjah’s premier lifestyle destination

• Creation of signages.
• Illumination of trees.
• Ramadan Lighting.

Ras Al Khaimah, UAE / Date : November 2018

Gargash Mercedes-Benz hosted the unveiling of the latest models of Actros & Arocs.

• Organisation of the unveiling of the latest models of Mercedes, Actros & Arocs at Ras Al Khaimah

Ajman, UAE / Date : December 2018

Opening of Al Bait Sharjah, a luxurious five-star resort

• Creation of Stage.
• Lighting effects.
• Branding.
• Management of guest arrivals (helipad and limousine fleets)
• Staff management (security, hostesses and ushers). – Canape buffet and giveaways.

Dubai, UAE / Date: 2019

Gala dinner hosted by Huntsman Corporation to celebrate the opening of their new polyurethanes systems house in Dubai.

• Branding.
• Opening ceremony.
• Projection show + Ribbon cutting.
• Set up of cocktail area and gala dinner.
• Cocktails. Entertainment. Factory tour.

Riyadh, KSA / Date: 2019

An event hosted on the occasion of the Saudi National Day celebration event.

• Design of the setup venue, stage, and branding elements.
• Management of agenda.
• Sound and lighting effects.
• Video animations

Ajman, UAE / Date: 2019

A gala dinner was organised to celebrate the listing of Ajman Museum in the UNESCO list of World Heritage List.

• Hosting of a gala at Ajman Museum
• Entertainment
• Table setup
• Catering, lighting, sound design

Dubai, UAE / Date: 2019

The Nou Project is Saudi Arabia’s first sneaker brand, breaking through the fashion norms of the region.

• Venue branding
• Layout
• Event setup

Ras Al Khaima, UAE / Date: 2019

Gargash Mercedes-Benz hosted the free Service Week, an annual event including free vehicle Health check and test drive.

• Tents Installation
• Entertainment activities

Riyadh. KSA / Date: 2019

The Saudi Tour is an annual professional road bicycle racing stage race first held in Saudi Arabia in 1999. In 2020, it joined the UCI Asia Tour for the first time.

• Press conferences.
• Opening ceremonies.
• On-ground logistics.
• Cyclist logistic management (travel, accommodation)
• Marketing

Abu Dhabi, UAE / Date: 2019

The National is a private English-language daily newspaper published in Abu Dhabi, United Arab Emirates. A pop-up booth was created for Mubadala World Tennis Championship. Opening of the new BMW’s R&D facility centre, in the presence of Local and international media and guests

• Creation and design of a pop up booth .
• Hostesses services.
• Entertainment activities.
• Guest experience and journey
• Venue decoration
• Audio and entertainment
• Hospitality services
• Transportation management

Dubai, UAE / Date: 2019

Opening of the new BMW’s R&D facility centre, in the presence of Local and international media and guests.

• Guest experience and journey
• Venue decoration
• Audio and entertainment
• Hospitality services
• Transportation management

Dubai, UAE / Date: 2019

Pop-up booth to celebrate the Chinese New Year.

• Creation of a pop-up booth in line with the Chinese New Year -themed design.

Ajman, UAE / Date: 2019

A poetry festival titled "Idd AlQisid"- reciting poetry, was organised, by the College of Mass Communication at Ajman University, in collaboration with the Ministry of Culture and Knowledge Development in Ajman. The event hosted the Emirati poets Ali Al-Khawar and Sheikh Majid Al-Khatri.

• Design of the setup venue, stage and branding elements.
• Video animations.
• Rehearsal and lighting effects.

Ajman, UAE / Date: 2021

Al Murabaa Festival is an Art initiative offering local and regional artists a platform to exhibit and share their art.

• Design of the setup venue and stage.
• Branding
• Workshops.
• Management of catering.

Riyadh, KSA / Date: 2021

The Saudi Ministry of Sport launched NAFES, an online licensing platform designed to encourage foreign sports investment and collaboration in the KSA.

UAE / Date : 2019-2022

Creation of window display for multiple Montblanc vitrines including Ramadan displays.

• Vitrine design.
• Window display.
• Pop-ups.

Dubai, UAE / Date: 2022

The OmegaPro Legends Cup (OLC) was the first ever game of football to be played under the Burj Khalifa with 23 of football’s biggest and ‘baddest’.

• Design of the football pitch and seating area.
• Lighting.
• Screen content and animations.

Riyadh, KSA / Date: 2022

A two-day conference aimed at promoting a healthy and active lifestyle across the KSA.

• Design the setup venue, stage, and branding elements.
• Provide speakers for the conference.
• Promote sports activities, select healthy food trucks.
• Crowd management.

Jeddah, KSA / Date: 2022

Jeddah hosted a heavyweight professional boxing match between WBA (Super), IBF, WBO, and IBO heavyweight champion, Oleksandr Usyk, and former heavyweight champion, Anthony Joshua.

• Design of the venue, stage and branding elements.
• Animation for press conference.
• Public weigh in.
• Post Bout Press Conference.
• Gala Dinner.

Riyadh, KSA / Date: 2022

Annual all-staff meeting held by the Saudi Ministry of Sports.

• Site inspection.
• Technical and plotting drawings.
• 3D design.
• Visitor journey.
• F&B selection and management
• 2D creative design and application.
• Staff management.
• Game recommendations.
• Event branding.
• Audio and Visual services.
• 3D screen animation design and production.
• Event operation and on-site management.
• Show calling and stage flow.

Riyadh, KSA / Date: 2022

Signature of MoU between the Saudi Sports for All and the UAE Sports for All Federations. Objective: to promote community sports development between both countries

• Design of the setup venue, stage, and branding elements.
• Management of agenda
• Sound and lighting effects.
• Video animation.

Dubai, UAE / Date: 2023

A team building event aiming at creating trust and connections, and increasing communication and planning skills, motivation and collaboration.

• Management of hotel accommodation and restaurant booking.
• Setup of conference room.
• Creation of branding elements and VIP boxes.
• Creation of skill game experiences. – Management of transportation and leisure experience.

Al Ula, KSA / Date: 2023

• Press conferences.
• Opening ceremonies.
• On-ground logistics.
• Cyclist logistic management (travel, accommodation)
• Marketing

Jake Paul vs. Tommy Fury, billed as The Truth, was a professional boxing match contested between Jake Paul and Tommy Fury. The Fury won by split decision.The fight sold over 800,000 PPV buys.

• Design of the venue, stage and branding elements for the Public Weigh-In.
• Execution of Pre and Post-bout press conferences.
• Design and execution of a themed photobooth at the Gala Dinner.

Riyadh, KSA / Date: 2022-2023

Move with Us is a program organized by SFA to promote a healthy lifestyle among community members through sport and brainstorming activities such as chess, ping pong, basketball and reading.

• Design of the setup venue and branding elements.
• Provide entertainment activities.
• Promote and suggest sports activities.
• Provide crowd management services.

Dubai, UAE / Date: 2021 - 2023

Opening of UAE’s 1st consignment store selling the most sought-after Sneakers, Streetwear & Collectibles.

• Multiple Store Openings in Dubai malls and pop-up stores in DXB.

Ajman, UAE / Date: 2023

The event aimed at creating a new destination for kids and families, activating the Heritage District of Ajman and providing accessible entertainment and fun activities for all.

• Games and rides.
• Digital zone.
• Farming zone.
• Shows.
• Artistic zone.
• Food court.

Dubai, UAE / Date: 2023

Roger Dubuis’ boutique in the hectic Dubai Mall is the future of hyper horology. The vitrine of the state-of-the-art boutique was home to a special design celebrating Ramadan.

• Creation of a Ramadan-themed design for the store’s vitrine.

Dubai, UAE / Date: 2023

MICE le voyage launched its new platform, MICE Global, at the ATM Exhibition in World Trade Center.

• Creation of attractive booths with a magical atmosphere, branding elements and giveaways.
• Implementation of management system and survey.

Ajman, UAE, 2024

In its second edition, the Al Murabbaa Art Fair illuminated the Ajman arts scene, standing as a testament to the transformative power of art and culture. This vibrant and emerging art fair not only uplifts a thriving community of artists but also creates a space where creativity becomes a shared celebration, fostering reflection, connection, and inspiration. Set in the heart of the Ajman Heritage District, the experience seamlessly intertwined the nostalgia of the past with the innovation of the present. The 3km stretch from the Corniche to the Heritage Center transformed into a labyrinth of discovery, where each corner revealed stories woven into the rich cultural fabric of Ajman. The Ajman Tourism Development Department proves in its second edition its strength in curating an extraordinary event that celebrates the essence of art and culture while supporting the creative economy at its core.

• Overall Event Management: Ensuring seamless planning and execution across every aspect of the festival.
• Event Design & Journey Planning: Curating an immersive journey for attendees that brought the art and culture to life.
• Artists Management: Coordinating with artists for installations, from design to on-site execution.
• Art Installation Design, Curation & Production: Managing the design, creation, and installation of unique art pieces that perfectly complemented the event’s theme.
• Concert Design & Production: Delivering captivating concert experiences, including stage setup, show flow, and production.
• Entertainment Management: Managing a dynamic entertainment lineup to engage and delight visitors.
• F&B Management: Overseeing food and beverage operations to ensure a seamless hospitality experience.
• Lighting Design: Transforming the space through innovative lighting that illuminated the event beautifully.

Congratulations to the Ajman Tourism Development Department for curating an extraordinary event that celebrates the essence of art and culture while supporting the creative economy at its core.