Dubai, UAE, 6 editions

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

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

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

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

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 7 Emirates

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

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

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

MICE international was entrusted in crafting a luxurious and captivating invitation experience for the Cartier Magicien Collection, combining video animation and high-end printed cards for VVIP clients. For the prestigious Magicien Collection by Cartier, our team was entrusted with creating an engaging visual introduction. We developed exclusive video animations and designed elegant printed cards that encapsulate the essence of luxury, tailored specifically for Cartier's VVIP clientele. Our creative process involved a deep understanding of Cartier’s brand ethos, focusing on luxury, craftsmanship, and the magical allure of the Magicien collection. The video invitations incorporated high-quality animations that highlighted the unique features of the jewelry pieces, setting a sophisticated tone that resonates with the target audience.

• Invitation Cards.
• Animation and screen content.

Dubai, UAE

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

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

In 2017, ECHO was conceptualized and launched as a proprietary event by MICE International, driven by a mission to enhance the Arab world’s understanding of immersive design, design futures, and the ever-growing importance of art and technology in shaping our lives. As the region’s first hybrid art fair, ECHO aimed not only to connect local and international artists, businesses, galleries, and thought leaders but also to provide a unique platform for regional artists, scientists, and technologists to come together, exchange ideas, and collaborate. The 3-day event was built on four core pillars: Art Tech Fair, Conferences, Workshops, and a Sound Festival—each designed to push the boundaries of creativity and innovation. Back in 2017, ECHO was already leading conversations on Generative AI, long before it became mainstream, demonstrating its forward-thinking approach.

As a MICE International IP event, ECHO was fully conceived, curated, and executed by our team:

• Event Creation & Execution: Designed and executed entirely by MICE International as a pioneering platform at the intersection of art, design, and technology.
• Platform for Exchange: Provided a space for regional and international artists, scientists, and technologists to interact, collaborate, and share innovative ideas.
• Marketing & PR: Developed and implemented high-impact marketing and public relations campaigns to position ECHO as a leading regional and global event.
• Speaker Curation, Selection & Management: Curated a lineup of influential thought leaders, ensuring engaging discussions on the future of creativity and technology.
• Journey Design: Crafted an immersive attendee experience, seamlessly blending art, sound, and technology.
• Sound Festival & “See Sound” Activation: Brought together a world-class DJ lineup and curated a one-of-a-kind thematic experience where artists translated music into visual art in real time.
• Volunteers & Staff Management: Organized and managed a dedicated team to ensure smooth event operations.
• Exhibition & Sponsor Management: Curated interactive exhibitions and fostered valuable partnerships to showcase cutting-edge work.
• Registration & Website Management: Managed all registration processes and built a user-friendly website to enhance attendee engagement.

ECHO 2017 was more than an event—it was a movement that celebrated the convergence of art, design, and technology. As a MICE International IP, it successfully created a space for connection, knowledge exchange, and the exploration of how creativity continues to evolve in the digital age.

Sharjah, UAE

For Ramadan, Majid Al Futtaim’s Al Zahia Community sought to transform its outdoor spaces into a visually captivating and immersive experience that reflected the spirit of the holy month. The installations needed to blend cultural heritage with contemporary elegance, creating a warm and welcoming atmosphere for residents and visitors. MICE International was honored to bring this vision to life, handling every aspect of the project with precision and creativity:

• Decoration Design: Crafted intricate and culturally inspired design concepts that harmonized with the outdoor environment.
• Technical Drawings: Developed detailed technical plans to ensure seamless execution and structural integrity.
• Production & Fabrication: Managed the creation of high-quality, durable installations designed to withstand outdoor conditions.
• Installation & Setup: Executed the on-site installation, ensuring every element was perfectly positioned to enhance the community’s Ramadan ambiance.

By combining artistry, meticulous planning, and expert craftsmanship, MICE International transformed Al Zahia’s outdoor spaces into a radiant and immersive Ramadan experience, reinforcing a sense of community and celebration.

Ras Al Khaimah, UAE

Gargash Mercedes-Benz unveiled the all-new Actros & Arocs in a spectacular launch event in Ras Al Khaimah, bringing together industry leaders, clients, and media for an unforgettable experience. Designed to showcase the power, innovation, and cutting-edge technology of these commercial vehicles, the event demanded a high-impact reveal that maximized visual appeal—all in broad daylight, a unique challenge that required creative ingenuity. MICE International proudly orchestrated the event, ensuring every detail—from concept to execution—delivered a seamless and visually striking experience:

• Big Launch Moment: Designed and executed a dramatic unveiling that merged entertainment with technology, ensuring maximum impact even in daylight conditions.
• Daytime Visual Appeal: Overcame the challenges of natural lighting through innovative staging, strategic use of materials, and dynamic visual effects to create a high-energy spectacle.
• Event Management & Logistics: Managed all aspects of planning, coordination, and execution to ensure a flawless experience for guests and stakeholders.
• Entertainment & Technology Integration: Curated an engaging mix of entertainment and digital elements to elevate the excitement of the launch.

Through creativity, precision, and innovation, MICE International ensured that the Gargash Mercedes-Benz Actros & Arocs launch was a bold, dynamic, and visually unforgettable event—perfectly aligned with the prestige and engineering excellence of the Mercedes-Benz brand.

Ajman, UAE

The prestigious Al Bait Sharjah, a heritage landmark transformed into a luxury retreat, was inaugurated by H.H. Sheikh Dr. Sultan bin Muhammad Al Qasimi in a ceremony that blended tradition with innovation. As the former residence of a ruling family, Al Bait carries a rich history, and the event was designed to honor its legacy while creating an immersive storytelling experience for a select group of VIP guests and media. MICE International managed the event from concept to execution, ensuring that every element reflected the hotel’s cultural significance and timeless elegance:

• Event Design, Curation & Implementation: Crafted an exclusive, immersive experience that guided guests through the story of Al Bait’s transformation.
• 3D Mapping & Visual Storytelling: Projected breathtaking 3D mapping onto the facade and interior architecture, seamlessly merging heritage with modern digital artistry.
• Thematic Journey Through the Hotel: Designed an intimate storytelling experience in each section of the hotel, allowing VIP guests to discover its history room by room.
• Guest & VIP Management: Curated and managed an exclusive guest list, ensuring a seamless experience for dignitaries and media representatives.
• Video Promo & Media Coverage: Produced a compelling promotional video capturing the essence of the event, while managing media engagement to maximize coverage.
• Entertainment & Atmosphere: Orchestrated a refined entertainment program that complemented the ambiance and cultural significance of the venue.

By combining cultural authenticity, storytelling, and cutting-edge technology, MICE International transformed the Al Bait Sharjah inauguration into a deeply immersive and visually captivating experience, reinforcing its status as a living piece of history.

Dubai, UAE

Huntsman Corporation celebrated a major milestone with the grand opening of its new manufacturing site, followed by an exclusive corporate gala dinner for distinguished guests, partners, and industry leaders. This high-profile event required seamless event planning, immersive design, and flawless execution to create a memorable experience that reflected Huntsman’s innovation and leadership in the industry. As the selected event management company, MICE International handled every aspect of the corporate launch event and gala dinner production, ensuring a world-class guest experience:

• Corporate Event Planning & Guest Journey Design – Curated a smooth and engaging VIP experience from the manufacturing site launch to the elegant gala dinner.
• Event & Stage Design for Corporate Launches – Designed a sophisticated event space and stage setup, incorporating immersive branding elements to enhance the launch event experience.
• Show Flow & Stage Flow Management – Coordinated every on-stage moment to ensure a seamless event timeline, engaging speakers, executives, and presenters.
• 3D Content for Screens & Digital Visuals – Developed high-quality 3D content for event screens, adding dynamic visuals that enhanced brand storytelling and product presentations.
• Venue Management & Logistics – Oversaw corporate event venue selection and on-site management, ensuring optimal guest comfort, logistics, and ambiance.

By merging technical precision, creative storytelling, and expert event production, MICE International delivered a high-impact corporate launch event and gala dinner that reinforced Huntsman Corporation’s reputation for excellence.

Riyadh, KSA

Al Turki Holding marked Saudi National Day with a spectacular celebration that honored the Kingdom’s heritage, unity, and progress. This grand event brought together employees, partners, and guests for an unforgettable experience filled with cultural performances, artistic showcases, and a deep sense of national pride. MICE International proudly managed the event design, planning, and execution, ensuring a seamless and immersive experience

• Event Design & Planning – Conceptualized and executed a visually stunning event layout, Branding, and design while blending traditional Saudi heritage with modern aesthetics.
• Artist Liaison & Entertainment Management – Curated and coordinated live performances, music, and cultural showcases to enhance audience engagement.
• Event Curation & Guest Experience – Designed a structured event flow that kept guests immersed in the celebration from start to finish.
• Daily Operations & On-Site Management – Ensured smooth event operations, handling everything from logistics to crowd management.
• Vendor Alignment & Communication – Managed vendor coordination, ensuring seamless execution of AV production, staging, F&B, and technical setups.

By combining expert event production, cultural storytelling, and precise execution, MICE International transformed the Al Turki Holding Saudi National Day Celebration into an unforgettable tribute to the Kingdom’s legacy and future.

Ajman, UAE

As part of UNESCO’s Art Camp at Ajman University, the event concluded with an elegant and culturally immersive closing dinner at the Ajman Heritage Museum. This special evening celebrated peace, tolerance, and artistic expression, bringing together artists, dignitaries, and guests in a setting that honored the UAE’s rich heritage. MICE International curated the dinner experience, blending traditional Emirati elements with artistic elegance:

• Table Styling & Floral Art Centerpieces – Designed exquisite tablescaping featuring floral centerpieces inspired by traditional Emirati craftsmanship.
• Cultural & Traditional Elements – Integrated authentic heritage-inspired décor, creating an immersive and meaningful ambiance.
• Event & Catering Management – Orchestrated the full dining experience, ensuring seamless service and authentic Emirati cuisine.
• Cultural Activations & Giveaways – Arranged customized cultural giveaways, allowing guests to take home a piece of the UAE’s artistic heritage.
• Entertainment & Atmosphere – Curated live cultural performances that enriched the evening’s storytelling and celebratory spirit.

By combining artistic elegance, cultural authenticity, and flawless execution, MICE International ensured that the UNESCO Art Camp closing dinner was a memorable tribute to creativity, diversity, and unity.

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

MICE International had the privilege of orchestrating the Mercedes Service Week at Dubai Festival City. Tasked with an extensive scope of work, we managed the design, production, and overall space management for this high-profile event, catering to the sophisticated standards of Mercedes-Benz and its clientele. Our responsibilities encompassed the construction of a 15m x 10m booth complete with specialized features like tinted glass windows to mitigate heat and backlit 3D logos to enhance brand visibility. The booth’s design featured sleek, modern aesthetics with a functional layout, including multiple service desks and an engaging reception area to facilitate smooth customer interactions.

Innovative Features:

• Customized Platforms: We designed and built 10 elevated platforms for vehicle displays, ensuring each car was showcased prominently.
• Interactive Elements: A customised bar counter was installed to foster engagement and provide relaxation spots for guests.
• Luxurious Touches: Every element in the space was custom built reflecting the identity of the Mercedes Brand
• Suspended Mercedes Logo: A standout feature of our design was the creation of a large Mercedes logo, which we artistically suspended from the ceiling. This not only served as a central focal point but also reinforced the brand’s prestigious image throughout the venue
• Local Engagement: A key focus of our strategy was to ensure the Mercedes brand resonated with the local audience. We achieved this by incorporating cultural elements into the event’s theme and interactions, aligning the brand’s global prestige with local tastes and preferences. This approach not only enhanced the brand’s appeal but also deepened the connection with attendees, fostering a sense of community and belonging.

Riyadh, KSA

The Saudi Tour 2019 marked the first professional cycling tour in the Kingdom of Saudi Arabia, presenting unique challenges in introducing a new sport to the region. MICE International was entrusted with the sport and creative event management, tackling an array of tasks within a tight timeframe.

• Opening Ceremony: A Fusion of Culture, Innovation, and Sport

  Designed on the helipad of the Ritz Carlton, the opening ceremony of the Saudi Tour 2019 was not just an event; it was a spectacle of cultural storytelling and technological prowess. Our team designed a 15-minute multimedia show that utilized advanced 3D visual content to narrate the rich heritage of Riyadh and its seamless integration with the sport of cycling.

• MICE Management: Handled detailed logistics for all teams and personnel, ensuring seamless coordination of accommodations, transportation, and schedules across the board.
• Marketing: Beyond traditional marketing, we initiated mall activations that engaged the public and built excitement. These activations served as interactive hubs where visitors could learn about cycling and the tour, enhancing local interest and support.
• Race Logistics: Our team expertly managed the logistics from road closures to the setup of each race stage. We coordinated closely with local authorities to ensure every aspect of the race was executed flawlessly.

Abu Dhabi, UAE

At the prestigious Mubadala World Tennis Championship, our team was tasked with designing and managing a pop-up booth for The National, one of Abu Dhabi's leading English-language daily newspapers. Our goal was to create a fun, engaging, and memorable experience for guests, which we achieved through innovative design and interactive technology.Execution Strategy:

Execution Strategy:

• Booth Design and Creation: We crafted a visually striking and interactive booth that stood out at the event. Central to its appeal was a unique swing made entirely of tennis balls, providing both a functional and thematic photo opportunity for guests.
• Augmented Reality Tennis Experience: To enhance visitor interaction, we incorporated an augmented reality (AR) tennis experience within the booth, allowing guests to engage in a virtual tennis match, blending technology with physical activity.
• Hostess and Hospitality Services: Our professional hostesses ensured a seamless experience for all guests, complemented by top-tier hospitality services that catered to the needs of both local and international attendees.

Outcome and Impact: The booth was a highlight of the event, drawing in a large number of guests and providing them with an unforgettable experience. The integration of traditional elements with modern technology showcased our ability to innovate within the event space, significantly enhancing guest interaction and satisfaction.

Dubai, UAE / Date: 2019

During UAE Innovation Month, our agency had the privilege of managing the grand unveiling of BMW Group Middle East's new state-of-the-art training center in Dubai. This high-profile event required our full-spectrum event management capabilities, including design, hostess management, logistics, presentation setup, and catering. Recognizing the importance of this high-profile event, we committed to delivering an experience that met the elevated expectations associated with the BMW brand.

Execution Strategy:

• Event Design: We crafted a sophisticated setting that aligned with BMW’s ethos of innovation and luxury, ensuring every design element echoed the brand’s prestigious status.
• Hostess Management: Our team of professional hostesses was meticulously selected and trained to provide exemplary service, ensuring every guest interaction was polished and attentive, particularly during the tour sessions.
• Tour Division and Guest Movement: Understanding the importance of a smooth experience, we meticulously planned the logistics of guest movements and tours of the facility, ensuring a seamless flow without any disruptions.
• Presentation Setup: We equipped the presentation area with cutting-edge technology to facilitate a flawless reveal, underscoring the significance of the training center to BMW’s operational excellence.
• Catering Services: High-quality catering was pivotal, with gourmet offerings that matched the event’s exclusivity, enhancing the overall guest experience.

Dubai, UAE

In celebration of Chinese New Year, our team was tasked with designing, producing, and managing a themed stand at the Mall of the Emirates. This project required a deep understanding of Chinese traditions to ensure an authentic celebration, coupled with effective crowd management to accommodate the high visitor turnout.

Execution Strategy:

• Booth Design and Production: We crafted a booth that not only captured the essence of Chinese New Year through traditional decor and symbolism but was also engineered for smooth guest flow and interaction.
• Onsite Journey Management: Our strategic layout and signage directed visitors efficiently through various activities, enhancing their experience without feeling rushed.
• Authentic Activities: We organized traditional Chinese activities, ensuring they were culturally accurate and engaging. From calligraphy demonstrations to traditional tea ceremonies, every aspect was thoughtfully curated to respect and celebrate Chinese culture.
• Crowd Management: Recognizing the popularity of the event, we implemented a systematic approach to manage the movement of people, ensuring that each guest could enjoy the activities within their available time, reducing wait times and optimizing the overall experience.

The Chinese New Year stand was a vibrant cultural highlight at the Mall of the Emirates, attracting a diverse crowd and receiving positive feedback for its authenticity and seamless execution.

Ajman, UAE

Hosted in Ajman, the Poet's Retreat was not just an event; it was a grand celebration of UAE's literary tradition and cultural heritage. Our team was entrusted with creating an environment that reflected the importance of poetry within the local culture, attended by some of the most prominent figures in the region. The Poet's Retreat was a landmark event that beautifully married the traditional with the contemporary. It was widely acclaimed for its elegance and successful portrayal of the UAE’s commitment to cultural enrichment. This event not only celebrated the poetic arts but also strengthened cultural ties among the attendees, leaving a lasting impression of the UAE’s dedication to preserving and celebrating its heritage.

Execution Strategy:

• Poetic Stage Design and Event Production It served as the focal point of the event, where poets and dignitaries gathered to share their art.
• Award and Trophy Design: We crafted exquisite awards and trophies that were not only symbols of achievement but also works of art that reflected the rich artistic heritage of the UAE.
• 3D Mapping and Content Production: To add to the spectacle, our team developed state-of-the-art 3D mapping visuals that illuminated the venue with scenes evocative of Emirati history and poetry, mesmerizing the distinguished guests.
• Branding and Customer Journey: From the elegant invitations to the event decor, every element was branded to echo the grandeur of the occasion, ensuring that the customer journey was nothing short of regal.
• Entertainment: The entertainment was carefully selected to complement the cultural significance of the event, featuring traditional music and performances that resonated with the themes of heritage and poetry.

The event was graced by the presence of high-ranking dignitaries, adding to its prestige. Their participation highlighted the event’s significance as a cornerstone for cultural dialogue and celebration within the UAE. It was an honor to host figures of such stature, whose presence underscored the event’s importance and the deep respect for poetry in Emirati culture.

Ajman, UAE

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.

A Milestone Event in the World of Cycling - AlUla , KSA 2025

Event Management Support: MICE had the privilege of supporting Burson in organizing and bringing to life the press conference launch for the 2025 AlUla Tour under the patronage of the Ministry of Sport – وزارة الرياضة and saudi cycling federation The event set the stage for the upcoming race, highlighting AlUla’s growing significance as a cycling destination. Key Collaborations: The press conference was led by key stakeholders, including The Royal Commission for AlUla and the Saudi Cycling Federation (الاتحاد السعودي للدراجات). These organizations underscored how the AlUla Tour is shaping the future of the region—both as a premier cycling hub and as a city investing in cycling infrastructure.

• Planning & Execution:

  • From the early planning stages to the seamless execution of the press conference, MICE was at the forefront of managing logistics, ensuring the event kicked off this exciting event with a

• Collaborative Effort:

  • This event was a result of strong collaboration between MICE, governmental bodies, and cycling authorities, all working towards a common goal—raising the profile of AlUla as a leading destination for cycling.

• Impact & Legacy:

  • The successful press conference launch not only set the tone for the 2025 AlUla Tour but also laid the groundwork for the lasting impact of cycling tourism and infrastructure development in the region.

Seamless Event Experiences Across High-Profile Platforms - KSA & UAE 2025

Partnership with Qualcomm: MICE is proud to have partnered with Qualcomm to deliver end-to-end event management solutions, ensuring the flawless execution of their vision across multiple prestigious platforms. LEAP 2025: At LEAP 2025, we managed the logistics for Qualcomm’s Developer Event and the ALLAM AI Launch. Our team ensured a smooth and impactful experience, elevating the space with Qualcomm branding and transforming the suites area into a fully immersive Qualcomm environment. World Government Summit: We facilitated the setup for Qualcomm’s tech demos at the World Government Summit, creating an engaging and interactive showcase for their cutting-edge innovations. Acknowledgment: A huge thank you to Qualcomm and Burson for entrusting us with these significant moments. We’re excited about the future opportunities to collaborate and shape the future of technology events.

• Planning & Execution:

  • MICE worked closely with Qualcomm to ensure that both LEAP 2025 and the World Government Summit reflected their brand’s excellence and technological prowess, with a focus on delivering an impactful event experience.

• Immersive Brand Experience:

  • At LEAP 2025, our creative team went above and beyond to craft an immersive Qualcomm environment, integrating their branding and vision into every aspect of the space, ensuring a memorable experience for attendees.

• Showcasing Innovation:

  • At the World Government Summit, we helped facilitate an interactive display of Qualcomm’s innovative technology that effectively engaged a diverse audience, showcasing their ground-breaking advancements in the tech space.

• Future Collaborations:

  • This collaboration was just the beginning. We look forward to continuing our partnership with Qualcomm and Burson in the future, shaping technology events that lead the way in innovation.

A Prestigious Opportunity in Saudi Arabia's Premier Horse Racing Event - KSA 2025

Event Management at the Saudi Cup: MICE had the privilege of organizing all the press conferences for the Saudi Cup 2025, from race week leading up to the main event. This was a monumental opportunity to be a part of one of the Kingdom’s most prestigious sporting events. Immersing in Horse Racing: Through this experience, our team furthered their insights into the world of horse racing, delving into a sport with a rich history and a passionate global following. This involvement enriched our understanding of the sport and the significant role it plays in the Kingdom's culture. Acknowledging the Trust of JCSA: A sincere thank you to the Jockey Club of Saudi Arabia (JCSA) for entrusting us with the responsibility of managing these key moments. Their confidence in our team made this experience all the more rewarding.

• Planning and Coordination:

  • From the initial planning stages to the successful execution of each press conference, MICE handled all aspects of the logistics, ensuring smooth operations and an impactful presence for the Saudi Cup 2025.

• Experiencing the Prestige of the Saudi Cup:

  • As organizers of the press conferences, our team became fully immersed in the excitement and significance of the Saudi Cup—an event that attracts top-tier international attention. It was an incredible learning experience to be part of such an iconic sporting moment.

• Looking Ahead:

  • This milestone is just the beginning for MICE, and we are excited to build on this experience for many more successful events in the future. We look forward to continuing our partnership with the Jockey Club of Saudi Arabia and contributing to the growth of events like the Saudi Cup.

Crafting Immersive Cultural Experiences with MICE International

Celebrating Tradition: At MICE International, we specialize in crafting immersive cultural experiences that honor tradition and bring it to life in meaningful ways. As part of our MICE Pop-Up Division, we recently designed and executed a Hag Al Laila activation for two UAE media offices in Dubai and Abu Dhabi—celebrating the traditional way of welcoming Ramadan. Engaging Office Activations: The activation was designed to engage and delight employees, creating an atmosphere that was both warm and authentic while introducing a modern pop-up experience. From the atmosphere and scenic design concept to gift sourcing and seamless setup, our team made sure every element reflected the essence of this cherished tradition. Our Approach to Cultural Storytelling: We believe in curating experiences that connect, inspire, and engage. Whether it's a cultural activation, corporate engagement, or large-scale public event, our deep expertise in the MICE sector ensures every project is delivered with precision, creativity, and a personal touch.

• End-to-End Execution:

  • From the concept design to production, gift sourcing, and the seamless setup, MICE handled every aspect of the activation with attention to detail, ensuring that the experience was authentic and memorable.

• Modern Twist on Tradition:

  • The Hag Al Laila activation beautifully blended the traditional rituals of welcoming Ramadan with a refined modern pop-up experience, ensuring that employees could connect with the culture in a contemporary office setting.

• Connecting through Culture:

  • Our work goes beyond event planning; it’s about bringing people together through shared cultural experiences. This activation was a true testament to how we celebrate traditions while creating moments that inspire and foster connection.

• Future Cultural Experiences:

  • We’re proud of our ability to transform spaces and bring cultural stories to life. We look forward to continuing to create and execute impactful cultural activations that bridge the past and present.

Event Management & Decor for a Memorable Suhoor Experience - Dubai, UAE

Event Overview: We were honored to be entrusted with managing and executing a beautiful Suhoor event in the UAE. Our team worked tirelessly to ensure every detail was taken care of, providing a seamless experience for our clients and guests. Full-Service Event Management: From initial consultation to final execution, we took charge of all aspects of the event, ensuring that the entire process ran smoothly. This included venue selection, event decor, tablescaping, logistics, guest management, and overall coordination. Event Design & Décor: Our creative team designed an elegant and culturally significant decor, capturing the essence of Ramadan while offering a contemporary twist. The atmosphere was tailored to ensure a comfortable, luxurious, and inviting ambiance for all attendees.

• Initial Consultation & Concept Design:

  • The journey began with a comprehensive consultation with our client to understand their vision and goals for the event. We collaborated on selecting the perfect theme and decor style for a sophisticated yet authentic Suhoor experience.

• Venue Selection & Layout Planning:

  • After finalizing the concept, we identified and secured a beautiful venue that aligned with the client’s vision. We then crafted a floor plan to optimize guest experience, ensuring every corner of the venue was perfectly curated for the event’s ambiance.

  • On-the-Day Coordination:

    • On the event day, our team worked seamlessly behind the scenes to handle all logistics, from setting up the venue to managing guest arrivals and departures. Every detail, from the timing of the Suhoor meal to entertainment scheduling, was meticulously handled to ensure a smooth flow of activities.

• Client Satisfaction:

  • Our priority was to ensure that our client’s vision was brought to life. With the event’s success, we received positive feedback for creating an extraordinary Suhoor experience that exceeded expectations.

Event Management Services Provided - Abu Dhabi , UAE

Live Sand Art Performance A captivating live sand art performance was arranged, offering a unique and visually engaging experience for attendees, enhancing the ambiance of the Iftar gathering. Photography & Videography Coverage Our professional photography and videography teams ensured comprehensive coverage of the event, capturing every moment and providing high-quality visual content for future reference. Gift Management We meticulously managed the selection, packaging, and distribution of gifts to attendees, ensuring a thoughtful and seamless gifting experience that aligned with the event’s theme and purpose. Photo Booth A dedicated photo booth was set up, offering guests an interactive and enjoyable activity while capturing memorable moments throughout the evening. On-Stage Activities: Games and Raffles We organized exciting on-stage games and raffles that encouraged guest participation and added an element of fun and engagement to the event. The activities were designed to foster a lively and interactive atmosphere, creating lasting memories for attendees.

• Pre-Event Planning & Consultation:

  • Collaborating closely with Khalifa University, we meticulously planned every aspect of the event, ensuring alignment with their vision and objectives. We tailored our services to create a memorable and seamless Iftar experience.

• Execution & On-Site Coordination:

  • Our team provided flawless execution on the event day, overseeing all activities with precision. From managing the live sand artist’s performance to organizing the on-stage games and raffles, we ensured smooth operations throughout the evening.

• Guest Engagement & Experience:

  • A focus on guest experience was paramount. We facilitated a seamless and engaging atmosphere, ensuring attendees enjoyed personalized moments—from interactive photo booth sessions to exciting games and raffles on stage, to the thoughtful distribution of gifts.

• Post-Event Deliverables:

  • After the event, we provided Khalifa University with high-resolution photographs and video content, preserving the essence of the evening for future use and documentation.

Event Management Services Provided - Dammam, KSA

We had the privilege of managing the soft launch of ESAB Facility in Dammam, delivering a seamless and memorable experience from start to finish. Our team ensured that every detail was meticulously planned and executed to highlight ESAB's brand and engage guests whom are top global managers and high level executives of ESAB. From planning to execution, we handled all aspects of the event, including logistics, F&B, decor, staffing, and technical support. Our goal was to ensure a smooth and successful event, tailored to our client's vision. Our design team created a sophisticated setup, with elements like outdoor event flags, a media wall, and stylish plinth arrangement to enhance the venue’s atmosphere and reflect ESAB’s branding.

• Consultation & Planning: Collaborated closely with the client to design a concept that aligned with their vision.

• Venue Setup: Optimized the layout to ensure a smooth flow and an impressive visual experience.

• On-the-Day Coordination: Managed all logistics, from guest arrivals to F&B services and technical support.

• Staffing & Logistics: All details, from photography to furniture logistics, were expertly handled.
• Client Satisfaction:We are proud to have helped bring ESAB’s vision to life and received positive feedback for delivering an exceptional launch event that exceeded expectations.