MICE International is a leading event management company in UAE and Saudi Arabia, delivering innovative, game-changing initiatives for governments, corporations, and civil society organizations. With an extensive portfolio of successful events, we specialize in creating unforgettable experiences, from corporate conferences and exhibitions to large-scale public and government events.
sports and large-scale conferences and events that include captivating stories of our clients, leaving a lasting impact on attendees. At MICE International, we are designers of dreams, creators and storytellers. Our dedication to excellence and innovation makes us a trusted partner for creating transformative experiences that resonate with audiences locally, regionally and worldwide.
FUN.COLLABORATIVE.FLEXIBLE.SUPPORTIVE.
ABOUT US
CRAFTING TOMORROW'S INNOVATIONS.
Powerful storytelling using visually stimulating effects and making a mark on minds.
Founded in 2011, our skilled team of creators, visionary designers, and meticulous project managers have been immersed in the event management industry. With a deep understanding of the GCC market, we firmly believe that events serve as the perfect canvas for the seamless fusion of art and business, where creativity intertwines with planning.
What sets us apart is our unwavering capacity to envision events beyond their present form. We anticipate every “what if” scenario with meticulous precision, allowing us to plan beyond traditional boundaries. We produce and conceptualise events that don’t just elevate standards, but create standards and set new trends. Our work in this dynamic industry serves to unite people in the pursuit of remarkable achievements.
CLIENTS & PARTNERS
Realising storiesof the dreamt andthe unseen..
Visions become tangible here
Realising storiesof the dreamt andthe unseen..
Visions become tangible here
THE WORK
Project brief01
Event overview
MICE International designed and delivered an immersive exhibition booth for the National Agriculture Center (NAC), creating an engaging platform that showcased its vision, achievements, and future initiatives while enhancing visitor interaction.
Project Highlights
Immersive exhibition booth design
Interactive visitor engagement
Workshop & activity zones
Vision & mission showcase
Success story displays
Informative consultation areas
Creative branding & visual storytelling
End-to-end project execution
Event overview
The Ministry of Climate Change and Environment had organized the Partners Forum 2026, it took place on 2 June 2026, with the aim of strengthening collaboration with strategic partners from government and private entities, and recognizing their efforts during 2024 and 2025, as well as discussing key upcoming national initiatives and projects related to sustainability, climate change, and biodiversity. The forum featured a main program that includes the recognition of strategic partners, in addition to dedicated networking area aimed at enhancing collaboration and fostering partnerships among participating entities.
Event overview
For Make it in the Emirates 2026, MICE International served as the end-to-end strategic partner responsible for the design, production, content development, technology integration, project management, and on-ground execution of the Abu Dhabi Investment Office (ADIO) pavilion. From concept development and visitor journey planning to fabrication, digital content delivery, AV infrastructure, and operational management, our team delivered a fully integrated double-decker exhibition experience that aligned with ADIO’s investment objectives and brand vision. Through meticulous planning, stakeholder coordination, and seamless execution, MICE International transformed the pavilion into a high-impact platform that showcased Abu Dhabi’s industrial ambitions while facilitating meaningful engagement between investors, manufacturers, and industry leaders.
Event overview
Under the inspiring theme of elegance, connection, and celebration, Sephora hosted a memorable Suhoor gathering that brought together beauty, culture, and
community in a refined and immersive setting. The event reflected Sephora’s commitment to creativity, innovation, and meaningful engagement with its audience.
The evening featured thoughtfully designed spaces, interactive brand experiences, and curated hospitality, creating an atmosphere that blended modern luxury
with the spirit of Ramadan. Guests were welcomed into a warm and inviting environment where beauty, lifestyle, and storytelling came together seamlessly.
At MICE International, we were proud to bring this vision to life. From initial concept development to final execution, our team managed every detail with precision
and care, ensuring a flawless and impactful experience. The event not only showcased Sephora’s brand values but also delivered an unforgettable moment for all
attendees.
How MICE International Brought It to Life
● Comprehensive Event Management: Delivered seamless planning and execution, ensuring smooth coordination across all teams and suppliers.
● Creative Event Design & Experience: Developed a cohesive concept that reflected Sephora’s brand identity while embracing the cultural essence of
Ramadan.
● Production Excellence: Designed and managed technical production, lighting, and audiovisual elements to enhance the overall ambiance.
● Guest Journey & Engagement: Curated interactive zones, photo opportunities, and hospitality areas to elevate guest experience.
● On-Site Operations & Support: Maintained a strong on-ground presence to ensure quick response and efficient problem-solving throughout the event
Event overview
The Khalifa University Iftar Gathering 2026 was carefully curated to create an atmosphere of connection, reflection, and celebration — supported by precise coordination and engaging activations.
From pre-event preparations to final program flow, every element was aligned to ensure a smooth and memorable experience.
Event Highlights
Interactive Photo Opportunity Installation
A dedicated photo area designed to encourage engagement and capture memorable moments throughout the evening.
“Under the Chair” Raffle Activation
A subtle yet exciting surprise element that sparked curiosity and added lighthearted energy to the program.
Scratch Card & Raffle Gift Arrangement
Strategically organized for seamless distribution and a well-paced announcement segment.
Production Team Alignment
Detailed briefings with the photographer, videographer, and live stream team to ensure flawless technical and visual execution.
Emcee Coordination
Structured walkthrough of event flow, cue timings, and engagement segments to maintain consistency and energy.
Final Presentation Touches
Careful preparation and arrangement of raffle gift packaging to uphold quality and presentation standards.
The result was an evening that balanced professionalism with warmth — where structure met spontaneity, and every detail contributed to a cohesive and enjoyable Iftar gathering experience.
Event overview
When ADIO launched the Year of Trade, it wasn’t just another conference.
It was a statement.
The inaugural Trade & Industry Connect 2026 brought together 500+ leaders from government, manufacturing, export, logistics, and global markets — all under one roof, for one unified vision: positioning Abu Dhabi as a global trade powerhouse.
And our mission?
Turn that vision into a seamless, impactful experience.
It Started with the Journey
Before stages were built and screens were installed, we mapped the entire guest experience.
Arrival routes across Yas Marina Circuit
VIP parking & shuttle coordination
Digital registration & fast-track lanes
Closed-door meetings & Majlis hospitality
Plenary flow & upper-deck networking
Every step was engineered to feel effortless — even at scale.
When attendance increased to 500+ guests during peak season, we didn’t scale back.
We scaled smarter.
First Impressions That Meant Business
Guests were welcomed by:
4-meter event flags lining the approach
A striking Welcome Arch
An outdoor Media Wall enhanced with LED animated footsteps
Strategically mapped directional signage across complex road networks
We even simulated guest arrival routes multiple times to eliminate confusion before it could happen.
Because arrival isn’t just logistics — it’s theatre.
Immersion Before the Main Stage
Instead of a traditional entry, guests walked through a 360° Immersive LED Tunnel — a powerful storytelling space showcasing Abu Dhabi as a global export gateway.
Originally designed as a simple screen setup, it evolved into a fully immersive environment — turning a spatial constraint into one of the event’s most talked-about highlights.
Sometimes the best ideas happen when you adapt.
Engineering Scale with Precision
Accommodating 500 guests inside a hall designed for 700 required recalibration:
Optimized seating layout
Reduced VIP rows for better spatial balance
Translation headsets on standby
Increased ushers for seamless movement
On-ground production and AV teams fully synchronized
Despite last-minute digital edits and extended rehearsals, the plenary unfolded with clarity, control, and confidence.
Because high-level audiences expect nothing less.
Elevated Conversations & Refined Hospitality
A dedicated closed-door Trade Facilitation Meeting room
A Majlis space with vegetarian catering and Gahwa service
A transformed Upper Deck lunch experience for 500+ guests
Additional venue spaces secured at no extra cost
Strategic negotiation and proactive concept thinking allowed us to enhance the guest experience while protecting the budget.
Impact doesn’t always mean higher cost — it means smarter execution.
The Result
500+ high-profile attendees
Seamless multi-level guest flow
Immersive brand storytelling
Cost-efficient execution
A benchmark-setting first edition
The ADIO Trade & Industry Connect 2026 wasn’t just delivered.
It was engineered.
A milestone event that balanced diplomacy, scale, and immersive design — setting the foundation for future growth.
Event overview
For the five-day Urban Cycling World Championships 2025, we delivered a complete turnkey solution—managing the full planning, design, build, and operational execution of one of the world’s most anticipated urban sporting events of the year, in it’s first edition in KSA. From initial concept to final dismantling & clearing of the venue, our team led every element with precision, creativity, and expertise.
Our scope covered venue development, temporary structures, infrastructure, logistics, transportation, crowd management, security, cleaning, branding, F&B, hospitality, technology, ticketing, accreditation, staffing, entertainment, and on-site activations. Every operational layer was orchestrated to create a high-impact experience for athletes, officials, media, partners, and fans.
Through design, planning, and coordination, we transformed the deserted land in Boulevard City into a vibrant championship arena—delivering an energetic atmosphere and a smooth, memorable experience at every touchpoint.
Five days, countless moving parts, and one spectacular celebration of urban sports—brought beautifully to life from start to finish.
Event overview
We were honored to curate an exclusive and impeccably tailored luxury experience for Gucci’s VIP guest during their visit to the Kingdom of Saudi Arabia. Crafted with precision and elevated hospitality, the itinerary reflected Gucci’s signature sophistication—combining seamless logistics, refined dining, and bespoke cultural encounters.
From the very first touchpoint to the final farewell, our team managed every element of the guest’s journey. This included full transport coordination, premium restaurant reservations, and personalized activity curation, ensuring each moment met the highest standards of comfort and exclusivity.
Our dedicated concierge team remained available 24 hours a day, delivering round-the-clock coordination, on-call assistance, and real-time itinerary adjustments. Every detail—from private transfers to curated dining experiences and special requests—was handled with utmost discretion and finesse.
The result was an unforgettable luxury excursion that embodied both Gucci’s elegance and the rich allure of Saudi Arabia, leaving the VIP guest with a seamless, meaningful, and highly personal experience.
At MICE, we don’t just plan experiences—we craft lasting impressions, one unforgettable moment at a time. ✨
Event overview
For BARPA’s product launch and gala dinner, we crafted an elevated and brand-immersive experience that seamlessly blended innovation with refined celebration. From concept to execution, the MICE team led the full event journey—identifying the ideal venue, designing the creative direction, and ensuring every detail reflected BARPA’s vibrant identity.
A striking mirror arch draped in the brand’s signature orange welcomed guests, doubling as a dramatic photo feature framed by the iconic Burj Al Arab. Inside, the storytelling continued through custom menus, branded beverages, personalized napkins, and bespoke trophies created exclusively for the occasion.
Our team curated every element—décor, tablescaping, AVL, and entertainment—shaping a cohesive and engaging atmosphere. Guests arrived in style with luxury limousine pickups arranged by MICE, setting the tone for an evening of premium experiences.
The night unfolded with drinks and canapés before the headline moment: an immersive VR reveal of BARPA’s newest product. A four-course dinner, live drink stations, and vibrant DJ entertainment completed a spectacular celebration of the brand’s next chapter.
At MICE, we transform brand stories into unforgettable moments—crafted with precision, passion, and a touch of magic. ✨
Event overview
We were delighted to create a vibrant and joy-filled experience for the Petronas Family Gathering, bringing employees and their loved ones together for a day dedicated to connection, relaxation, and shared memories. Set on the scenic Al Maya Island, the event offered a refreshing escape from the everyday routine, celebrating both teamwork and family bonds.
All event production, décor, and equipment were carefully transported by boat to the island, with our team overseeing every detail from logistics to on-site setup. Designed under the theme “Dolce La Vita”, the gathering embraced the spirit of a carefree vacation—colorful, warm, and full of playful energy.
Throughout the day, guests enjoyed a variety of activities and experiences that catered to all ages. From delicious fresh food and drinks to interactive family games and entertainment, every touchpoint was crafted to foster joy and togetherness. Children enjoyed inflatable play zones, while families bonded over giant games including Giant Wood Blocks and a life-sized Snakes & Ladders setup. Thoughtful elements like gift hampers added a personal and memorable touch.
Our creative direction centered on fun, relaxation, and family spirit—reinforcing that Petronas not only values its employees but the people who support them every day. The result was a lively, heartfelt celebration that brought the entire community closer and created lasting moments on the shores of Al Maya Island.
Event overview
We were honored to deliver a meaningful and memorable experience for the Federal Tax Authority’s all-staff gathering, uniting over 800 team members in a powerful moment of reflection, recognition, and shared purpose. Designed to align with the UAE’s national vision, the event highlighted the critical role each employee plays in advancing transparency, trust, and economic resilience.
From concept to execution, our team managed every detail — including logistics, technical production, immersive installations, and guest engagement touchpoints — to create a seamless and inspiring atmosphere. The event featured purpose-driven content and carefully curated experiences that underscored how every task and decision contributes directly to the nation's growth.
Our creative direction emphasized unity, national pride, and forward-looking purpose, reinforcing that each attendee is not only part of a system, but a key contributor to the UAE’s future. The result was a powerful, energizing experience that brought clarity to the Authority’s mission and celebrated the individuals who bring it to life.
Event overview
Under the inspiring theme “Hand in Hand, We Celebrate 50 Years,” the Federal Tax Authority marked Emirati Women’s Day with a powerful gathering that honored five decades of progress, empowerment, and national pride. The event paid tribute to the remarkable women whose contributions have been central to the UAE’s growth story – women who continue to inspire future generations with their leadership, innovation, and resilience.
At MICE International, we were proud to transform this vision into an extraordinary experience. From the very first concept to the final applause, our team meticulously designed and executed every detail, ensuring that the event not only celebrated history but also created unforgettable moments that reflected the UAE’s enduring spirit of unity and empowerment.
How MICE International Brought It to Life
Comprehensive Event Management: Delivered a seamless celebration, orchestrating all aspects with precision and excellence.
Creative Event Design & Experience: Crafted an inspiring journey that intertwined 50 years of achievements with the spirit of modern Emirati women.
Stage & Production Excellence: We designed a stage setup that felt cosy and intimate, with details inspired by heritage. The idea was to create a welcoming space where people felt connected to the theme, not just an audience looking at a stage. The flow of the program was kept engaging yet personal, making the celebration both meaningful and memorable.
Meaningful Entertainment & Engagement: Curated performances and interactive experiences that echoed empowerment and pride.
Signature Branding & Visual Identity: Every visual element was created with the message of the day in mind. We wanted the branding to feel elegant but also emotional, capturing the pride and empowerment behind Emirati Women’s Day. From the colors to the design language, everything tied back to the story being told on stage, giving guests a consistent and heartfelt experience.
Visual Previews & Client Alignment: Provided detailed 3D visuals and design mock-ups ahead of the event, allowing the client to clearly envision how the setup would look. This professional approach ensured full clarity, alignment, and confidence before execution.
Premium Guest & Hospitality Management: Created a warm, dignified, and welcoming environment that honored every attendee.
Catering Services: The dining experience was led by chef Moza Almatrooshi and her catering brand Ballad. Her menu brought a modern take on traditional flavors, which perfectly matched the theme of heritage and progress. Guests gave us wonderful feedback on the food, and it truly became one of the highlights of the event.
A Celebration Beyond an Event
The FTA’s Emirati Women’s Day celebration was more than a gathering – it was a statement of gratitude, empowerment, and vision for the future. By partnering with MICE International, the event became a benchmark of how thoughtful planning, creative storytelling, and flawless execution can elevate a national celebration into a truly iconic experience.
Congratulations to the Federal Tax Authority for marking this historic Emirati Women’s Day celebration and for recognizing the enduring contributions of Emirati women to the nation’s growth and success.
MICE International remains committed to crafting events that not only inspire but also leave a lasting legacy.
Event overview
Event Overview:
We were honored to be entrusted with the full management and execution of Wynn’s groundbreaking ceremony. This milestone event marked the beginning of a significant new development, and our team ensured it was celebrated with precision, professionalism, and style.
Full-Service Event Management:
From planning through to post-event wrap-up, we managed every aspect of the ceremony. Our services included event management, logistics, decor, production, execution, and post-production ensuring a seamless and impactful experience for all in attendance.
Event Design & Décor:
Our design team curated a clean, elegant setup that reflected Wynn’s brand identity and the significance of the occasion. With custom staging, branded elements, and a refined decor scheme, the event delivered a sophisticated atmosphere befitting the Wynn name.
Event overview
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.
Event overview
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.
Event overview
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.
Event overview
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.
Event overview
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.
Event overview
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.
Event overview
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.
Event overview
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.
Event overview
MICE le voyage launched its new platform, MICE Global, at the ATM Exhibition in World Trade Center.
Event overview
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.
Event overview
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.
Event overview
Opening of UAE’s 1st consignment store selling the most sought-after Sneakers, Streetwear & Collectibles.
Event overview
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.
Event overview
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.
A team building event aiming at creating trust and connections, and increasing communication and planning skills, motivation and collaboration.
Event overview
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
Event overview
Annual all-staff meeting held by the Saudi Ministry of Sports.
Event overview
Jeddah hosted a heavyweight professional boxing match between WBA (Super), IBF, WBO, and IBO heavyweight champion, Oleksandr Usyk, and former heavyweight champion, Anthony Joshua.
Event overview
A two-day conference aimed at promoting a healthy and active lifestyle across the KSA.
Event overview
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’.
Event overview
Creation of window display for multiple Montblanc vitrines including Ramadan displays.
Event overview
The Saudi Ministry of Sport launched NAFES, an online licensing platform designed to encourage foreign sports investment and collaboration in the KSA.
Event overview
Al Murabaa Festival is an Art initiative offering local and regional artists a platform to exhibit and share their art.
Event overview
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.
Event overview
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.
Event overview
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.
Event overview
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:
Event overview
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.
Event overview
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.
Event overview
The Nou Project is Saudi Arabia’s first sneaker brand, breaking through the fashion norms of the region.
Event overview
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:
Event overview
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 overview
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:
Event overview
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 overview
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:
Event overview
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:
Event overview
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.
Event overview
The initiative is an event for Sports Innovation highlighting the role of women empowerment in sport.
Event overview
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.
Event overview
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.
Event overview
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.
Event overview
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:
Event overview
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:
Event overview
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
Event overview
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 overview
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.
Event overview
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.
Event overview
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
Event overview
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.
MICE International designed and delivered an immersive exhibition booth for the National Agriculture Center (NAC), creating an engaging platform that showcased its vision, achievements, and future initiatives while enhancing visitor interaction.
Ministry of Climate Change and Environment (MOCCAE) - 2026
The Ministry of Climate Change and Environment had organized the Partners Forum 2026, it took place on 2 June 2026, with the aim of strengthening collaboration with strategic partners from government and private entities, and recognizing their efforts during 2024 and 2025, as well as discussing key upcoming national initiatives and projects related to sustainability, climate change, and biodiversity. The forum featured a main program that includes the recognition of strategic partners, in addition to dedicated networking area aimed at enhancing collaboration and fostering partnerships among participating entities.
Make it in the Emirates 2026 - Abu Dhabi Investment Office (ADIO)
For Make it in the Emirates 2026, MICE International served as the end-to-end strategic partner responsible for the design, production, content development, technology integration, project management, and on-ground execution of the Abu Dhabi Investment Office (ADIO) pavilion. From concept development and visitor journey planning to fabrication, digital content delivery, AV infrastructure, and operational management, our team delivered a fully integrated double-decker exhibition experience that aligned with ADIO’s investment objectives and brand vision. Through meticulous planning, stakeholder coordination, and seamless execution, MICE International transformed the pavilion into a high-impact platform that showcased Abu Dhabi’s industrial ambitions while facilitating meaningful engagement between investors, manufacturers, and industry leaders.
Under the inspiring theme of elegance, connection, and celebration, Sephora hosted a memorable Suhoor gathering that brought together beauty, culture, and
community in a refined and immersive setting. The event reflected Sephora’s commitment to creativity, innovation, and meaningful engagement with its audience.
The evening featured thoughtfully designed spaces, interactive brand experiences, and curated hospitality, creating an atmosphere that blended modern luxury
with the spirit of Ramadan. Guests were welcomed into a warm and inviting environment where beauty, lifestyle, and storytelling came together seamlessly.
At MICE International, we were proud to bring this vision to life. From initial concept development to final execution, our team managed every detail with precision
and care, ensuring a flawless and impactful experience. The event not only showcased Sephora’s brand values but also delivered an unforgettable moment for all
attendees.
How MICE International Brought It to Life
● Comprehensive Event Management: Delivered seamless planning and execution, ensuring smooth coordination across all teams and suppliers.
● Creative Event Design & Experience: Developed a cohesive concept that reflected Sephora’s brand identity while embracing the cultural essence of
Ramadan.
● Production Excellence: Designed and managed technical production, lighting, and audiovisual elements to enhance the overall ambiance.
● Guest Journey & Engagement: Curated interactive zones, photo opportunities, and hospitality areas to elevate guest experience.
● On-Site Operations & Support: Maintained a strong on-ground presence to ensure quick response and efficient problem-solving throughout the event
The Khalifa University Iftar Gathering 2026 was carefully curated to create an atmosphere of connection, reflection, and celebration — supported by precise coordination and engaging activations.
From pre-event preparations to final program flow, every element was aligned to ensure a smooth and memorable experience.
Event Highlights
Interactive Photo Opportunity Installation
A dedicated photo area designed to encourage engagement and capture memorable moments throughout the evening.
“Under the Chair” Raffle Activation
A subtle yet exciting surprise element that sparked curiosity and added lighthearted energy to the program.
Scratch Card & Raffle Gift Arrangement
Strategically organized for seamless distribution and a well-paced announcement segment.
Production Team Alignment
Detailed briefings with the photographer, videographer, and live stream team to ensure flawless technical and visual execution.
Emcee Coordination
Structured walkthrough of event flow, cue timings, and engagement segments to maintain consistency and energy.
Final Presentation Touches
Careful preparation and arrangement of raffle gift packaging to uphold quality and presentation standards.
The result was an evening that balanced professionalism with warmth — where structure met spontaneity, and every detail contributed to a cohesive and enjoyable Iftar gathering experience.
When ADIO launched the Year of Trade, it wasn’t just another conference.
It was a statement.
The inaugural Trade & Industry Connect 2026 brought together 500+ leaders from government, manufacturing, export, logistics, and global markets — all under one roof, for one unified vision: positioning Abu Dhabi as a global trade powerhouse.
And our mission?
Turn that vision into a seamless, impactful experience.
It Started with the Journey
Before stages were built and screens were installed, we mapped the entire guest experience.
Arrival routes across Yas Marina Circuit
VIP parking & shuttle coordination
Digital registration & fast-track lanes
Closed-door meetings & Majlis hospitality
Plenary flow & upper-deck networking
Every step was engineered to feel effortless — even at scale.
When attendance increased to 500+ guests during peak season, we didn’t scale back.
We scaled smarter.
First Impressions That Meant Business
Guests were welcomed by:
4-meter event flags lining the approach
A striking Welcome Arch
An outdoor Media Wall enhanced with LED animated footsteps
Strategically mapped directional signage across complex road networks
We even simulated guest arrival routes multiple times to eliminate confusion before it could happen.
Because arrival isn’t just logistics — it’s theatre.
Immersion Before the Main Stage
Instead of a traditional entry, guests walked through a 360° Immersive LED Tunnel — a powerful storytelling space showcasing Abu Dhabi as a global export gateway.
Originally designed as a simple screen setup, it evolved into a fully immersive environment — turning a spatial constraint into one of the event’s most talked-about highlights.
Sometimes the best ideas happen when you adapt.
Engineering Scale with Precision
Accommodating 500 guests inside a hall designed for 700 required recalibration:
Optimized seating layout
Reduced VIP rows for better spatial balance
Translation headsets on standby
Increased ushers for seamless movement
On-ground production and AV teams fully synchronized
Despite last-minute digital edits and extended rehearsals, the plenary unfolded with clarity, control, and confidence.
Because high-level audiences expect nothing less.
Elevated Conversations & Refined Hospitality
A dedicated closed-door Trade Facilitation Meeting room
A Majlis space with vegetarian catering and Gahwa service
A transformed Upper Deck lunch experience for 500+ guests
Additional venue spaces secured at no extra cost
Strategic negotiation and proactive concept thinking allowed us to enhance the guest experience while protecting the budget.
Impact doesn’t always mean higher cost — it means smarter execution.
The Result
500+ high-profile attendees
Seamless multi-level guest flow
Immersive brand storytelling
Cost-efficient execution
A benchmark-setting first edition
The ADIO Trade & Industry Connect 2026 wasn’t just delivered.
It was engineered.
A milestone event that balanced diplomacy, scale, and immersive design — setting the foundation for future growth.
For the five-day Urban Cycling World Championships 2025, we delivered a complete turnkey solution—managing the full planning, design, build, and operational execution of one of the world’s most anticipated urban sporting events of the year, in it’s first edition in KSA. From initial concept to final dismantling & clearing of the venue, our team led every element with precision, creativity, and expertise.
Our scope covered venue development, temporary structures, infrastructure, logistics, transportation, crowd management, security, cleaning, branding, F&B, hospitality, technology, ticketing, accreditation, staffing, entertainment, and on-site activations. Every operational layer was orchestrated to create a high-impact experience for athletes, officials, media, partners, and fans.
Through design, planning, and coordination, we transformed the deserted land in Boulevard City into a vibrant championship arena—delivering an energetic atmosphere and a smooth, memorable experience at every touchpoint.
Five days, countless moving parts, and one spectacular celebration of urban sports—brought beautifully to life from start to finish.
We were honored to curate an exclusive and impeccably tailored luxury experience for Gucci’s VIP guest during their visit to the Kingdom of Saudi Arabia. Crafted with precision and elevated hospitality, the itinerary reflected Gucci’s signature sophistication—combining seamless logistics, refined dining, and bespoke cultural encounters.
From the very first touchpoint to the final farewell, our team managed every element of the guest’s journey. This included full transport coordination, premium restaurant reservations, and personalized activity curation, ensuring each moment met the highest standards of comfort and exclusivity.
Our dedicated concierge team remained available 24 hours a day, delivering round-the-clock coordination, on-call assistance, and real-time itinerary adjustments. Every detail—from private transfers to curated dining experiences and special requests—was handled with utmost discretion and finesse.
The result was an unforgettable luxury excursion that embodied both Gucci’s elegance and the rich allure of Saudi Arabia, leaving the VIP guest with a seamless, meaningful, and highly personal experience.
At MICE, we don’t just plan experiences—we craft lasting impressions, one unforgettable moment at a time. ✨
For BARPA’s product launch and gala dinner, we crafted an elevated and brand-immersive experience that seamlessly blended innovation with refined celebration. From concept to execution, the MICE team led the full event journey—identifying the ideal venue, designing the creative direction, and ensuring every detail reflected BARPA’s vibrant identity.
A striking mirror arch draped in the brand’s signature orange welcomed guests, doubling as a dramatic photo feature framed by the iconic Burj Al Arab. Inside, the storytelling continued through custom menus, branded beverages, personalized napkins, and bespoke trophies created exclusively for the occasion.
Our team curated every element—décor, tablescaping, AVL, and entertainment—shaping a cohesive and engaging atmosphere. Guests arrived in style with luxury limousine pickups arranged by MICE, setting the tone for an evening of premium experiences.
The night unfolded with drinks and canapés before the headline moment: an immersive VR reveal of BARPA’s newest product. A four-course dinner, live drink stations, and vibrant DJ entertainment completed a spectacular celebration of the brand’s next chapter.
At MICE, we transform brand stories into unforgettable moments—crafted with precision, passion, and a touch of magic. ✨
We were delighted to create a vibrant and joy-filled experience for the Petronas Family Gathering, bringing employees and their loved ones together for a day dedicated to connection, relaxation, and shared memories. Set on the scenic Al Maya Island, the event offered a refreshing escape from the everyday routine, celebrating both teamwork and family bonds.
All event production, décor, and equipment were carefully transported by boat to the island, with our team overseeing every detail from logistics to on-site setup. Designed under the theme “Dolce La Vita”, the gathering embraced the spirit of a carefree vacation—colorful, warm, and full of playful energy.
Throughout the day, guests enjoyed a variety of activities and experiences that catered to all ages. From delicious fresh food and drinks to interactive family games and entertainment, every touchpoint was crafted to foster joy and togetherness. Children enjoyed inflatable play zones, while families bonded over giant games including Giant Wood Blocks and a life-sized Snakes & Ladders setup. Thoughtful elements like gift hampers added a personal and memorable touch.
Our creative direction centered on fun, relaxation, and family spirit—reinforcing that Petronas not only values its employees but the people who support them every day. The result was a lively, heartfelt celebration that brought the entire community closer and created lasting moments on the shores of Al Maya Island.
We were honored to deliver a meaningful and memorable experience for the Federal Tax Authority’s all-staff gathering, uniting over 800 team members in a powerful moment of reflection, recognition, and shared purpose. Designed to align with the UAE’s national vision, the event highlighted the critical role each employee plays in advancing transparency, trust, and economic resilience.
From concept to execution, our team managed every detail — including logistics, technical production, immersive installations, and guest engagement touchpoints — to create a seamless and inspiring atmosphere. The event featured purpose-driven content and carefully curated experiences that underscored how every task and decision contributes directly to the nation's growth.
Our creative direction emphasized unity, national pride, and forward-looking purpose, reinforcing that each attendee is not only part of a system, but a key contributor to the UAE’s future. The result was a powerful, energizing experience that brought clarity to the Authority’s mission and celebrated the individuals who bring it to life.
Under the inspiring theme “Hand in Hand, We Celebrate 50 Years,” the Federal Tax Authority marked Emirati Women’s Day with a powerful gathering that honored five decades of progress, empowerment, and national pride. The event paid tribute to the remarkable women whose contributions have been central to the UAE’s growth story – women who continue to inspire future generations with their leadership, innovation, and resilience.
At MICE International, we were proud to transform this vision into an extraordinary experience. From the very first concept to the final applause, our team meticulously designed and executed every detail, ensuring that the event not only celebrated history but also created unforgettable moments that reflected the UAE’s enduring spirit of unity and empowerment.
How MICE International Brought It to Life
Comprehensive Event Management: Delivered a seamless celebration, orchestrating all aspects with precision and excellence.
Creative Event Design & Experience: Crafted an inspiring journey that intertwined 50 years of achievements with the spirit of modern Emirati women.
Stage & Production Excellence: We designed a stage setup that felt cosy and intimate, with details inspired by heritage. The idea was to create a welcoming space where people felt connected to the theme, not just an audience looking at a stage. The flow of the program was kept engaging yet personal, making the celebration both meaningful and memorable.
Meaningful Entertainment & Engagement: Curated performances and interactive experiences that echoed empowerment and pride.
Signature Branding & Visual Identity: Every visual element was created with the message of the day in mind. We wanted the branding to feel elegant but also emotional, capturing the pride and empowerment behind Emirati Women’s Day. From the colors to the design language, everything tied back to the story being told on stage, giving guests a consistent and heartfelt experience.
Visual Previews & Client Alignment: Provided detailed 3D visuals and design mock-ups ahead of the event, allowing the client to clearly envision how the setup would look. This professional approach ensured full clarity, alignment, and confidence before execution.
Premium Guest & Hospitality Management: Created a warm, dignified, and welcoming environment that honored every attendee.
Catering Services: The dining experience was led by chef Moza Almatrooshi and her catering brand Ballad. Her menu brought a modern take on traditional flavors, which perfectly matched the theme of heritage and progress. Guests gave us wonderful feedback on the food, and it truly became one of the highlights of the event.
A Celebration Beyond an Event
The FTA’s Emirati Women’s Day celebration was more than a gathering – it was a statement of gratitude, empowerment, and vision for the future. By partnering with MICE International, the event became a benchmark of how thoughtful planning, creative storytelling, and flawless execution can elevate a national celebration into a truly iconic experience.
Congratulations to the Federal Tax Authority for marking this historic Emirati Women’s Day celebration and for recognizing the enduring contributions of Emirati women to the nation’s growth and success.
MICE International remains committed to crafting events that not only inspire but also leave a lasting legacy.
Event Overview:
We were honored to be entrusted with the full management and execution of Wynn’s groundbreaking ceremony. This milestone event marked the beginning of a significant new development, and our team ensured it was celebrated with precision, professionalism, and style.
Full-Service Event Management:
From planning through to post-event wrap-up, we managed every aspect of the ceremony. Our services included event management, logistics, decor, production, execution, and post-production ensuring a seamless and impactful experience for all in attendance.
Event Design & Décor:
Our design team curated a clean, elegant setup that reflected Wynn’s brand identity and the significance of the occasion. With custom staging, branded elements, and a refined decor scheme, the event delivered a sophisticated atmosphere befitting the Wynn name.
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.
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.
Celebrating Ramadan: Suhoor for UAE Media Council
Celebrating Ramadan: Suhoor for UAE Media Council
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.
A Hag Al Laila Activation - Dubai, UAE 2025
A Hag Al Laila Activation - Dubai, UAE 2025
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.
Saudi Cup 2025 Press Conferences
Saudi Cup 2025 Press Conferences
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.
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.
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.
Al Murabba Arts Festival - Second edition
Al Murabba Arts Festival - Second edition
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.
ATM Exhibition - MICE LeVoyage Platform Launch
ATM Exhibition - MICE LeVoyage Platform Launch
MICE le voyage launched its new platform, MICE Global, at the ATM Exhibition in World Trade Center.
Roger Dubuis Ramadan Vitrine
Roger Dubuis Ramadan Vitrine
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.
Al Deera Kids Carnival
Al Deera Kids Carnival
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.
Youbetterfly - Store Opening
Youbetterfly - Store Opening
Opening of UAE’s 1st consignment store selling the most sought-after Sneakers, Streetwear & Collectibles.
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.
The Truth - Jake Paul vs Tommy Fury
The Truth - Jake Paul vs Tommy Fury
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.
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
Jeddah hosted a heavyweight professional boxing match between WBA (Super), IBF, WBO, and IBO heavyweight champion, Oleksandr Usyk, and former heavyweight champion, Anthony Joshua.
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.
Celebrating Chinese New Year at Mall of the Emirates
Celebrating Chinese New Year at Mall of the Emirates
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.
BMW Group Middle East’s New Training Centre Unveiling
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.
Innovative Pop-Up Booth for The National at Mubadala World Tennis Championship
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:
Saudi Tour 2019 – Pioneering Professional Cycling in Riyadh
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.
Mercedes Service Week – Mastering Event Space Design and Management
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.
The Nou Project
The Nou Project
The Nou Project is Saudi Arabia’s first sneaker brand, breaking through the fashion norms of the region.
UNESCO Art Camp – Closing Dinner at Ajman Heritage Museum
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:
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
Huntsman Corporation – Manufacturing Site Launch & Gala Dinner
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:
Sultan Al Qasimi Inaugurates Al Bait Sharjah: Boutique Five-star Hotel in Emirate’s Heritage District
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:
Gargash Mercedes-Benz Actros & Arocs Launch – Ras Al Khaimah
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:
MAF - Al Zahia - Ramadan Installations
MAF - Al Zahia - Ramadan Installations
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:
MICE IP Event ECHO: Where Art, Design, and Technology Intersect
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.
13th Dubai International Symposium for Sports Creativity
13th Dubai International Symposium for Sports Creativity
The initiative is an event for Sports Innovation highlighting the role of women empowerment in sport.
MBR Creative Awards Symposium
MBR Creative Awards Symposium
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.
Cartier Magicien Collection Invitations – A Blend of Luxury and Innovation
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.
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.
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:
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:
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
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.
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.
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.
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
Dubai International Sports Conference & Globesoccer Gala dinner
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.
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Sculpting motion,making dreamsmove.
Experiences that echo dreams.
Sculpting motion,making dreamsmove.
Experiences that echo dreams.
Services
Corporate Event Management
Corporate Event Management
At MICE International, we create and manage corporate events that communicate your brand’s message, engage your audience, and deliver measurable impact. From leadership conferences and gala dinners to employee celebrations, award ceremonies, product launches, and executive meetings, every detail is planned and executed with precision.
We take immense pride in our expertise as global conference planners, offering unparalleled forum and conference management services. Our comprehensive services include opening and closing ceremonies, programming, speaker management, content creation and event space design. We strive to infuse creativity and innovation in your events. We ensure that every element aligns with your vision and objectives and helps build an environment fostering network opportunities, while optimising costs and enhancing attendee satisfaction.
MICE International designs and manages distinctive exhibition stands that attract attention, communicate your brand story, and create meaningful visitor engagement. From custom-built stands and interactive displays to corporate pavilions and branded exhibition spaces, we transform ideas into memorable physical experiences.
MICE International is the premier destination for crafting exceptional and unforgettable retail events. Our portfolio boasts successful collaborations with luxury boutiques, high-end jewellery, clothing and footwear brands, and renowned sports labels. From dazzling product launches to enticing promotions, joyous celebrations and captivating window-themed designs, we ensure that your brand’s vision comes to life with an unparalleled flair. When you choose Mice International, you gain access to a comprehensive suite of services meticulously designed to exceed your expectations
MICE International plans and delivers sports events that unite athletes, spectators, sponsors, and communities. From corporate tournaments and community competitions to large-scale sporting events and fan experiences, we deliver dynamic, expertly managed events tailored to every audience.
MICE International creates holographic content and 3D projection mapping that captivate audiences and elevate your event’s atmosphere. From live events and corporate presentations to interactive installations, we craft custom visual experiences engineered to be remembered.
MICE International creates immersive product launches and brand activations that capture attention, encourage participation, and build meaningful connections between brands and their audiences. From exclusive launch events and retail activations to pop-up experiences, roadshows, and experiential campaigns, every concept is designed to bring your brand story to life.
MICE International integrates event technology and AI solutions that streamline registration, elevate engagement, and sharpen every guest touchpoint. From smart badging and live AV to interactive digital tools, we make events run smarter.
MICE International plans and manages events of every scale and kind — corporate, cultural, government, and public — across the UAE and Saudi Arabia. From concept and creative design to production, logistics, and on-site execution, we handle every detail so your event runs seamlessly from start to finish.
At MICE International, we create and manage corporate events that communicate your brand’s message, engage your audience, and deliver measurable impact. From leadership conferences and gala dinners to employee celebrations, award ceremonies, product launches, and executive meetings, every detail is planned and executed with precision.
We take immense pride in our expertise as global conference planners, offering unparalleled forum and conference management services. Our comprehensive services include opening and closing ceremonies, programming, speaker management, content creation and event space design. We strive to infuse creativity and innovation in your events. We ensure that every element aligns with your vision and objectives and helps build an environment fostering network opportunities, while optimising costs and enhancing attendee satisfaction.
MICE International designs and manages distinctive exhibition stands that attract attention, communicate your brand story, and create meaningful visitor engagement. From custom-built stands and interactive displays to corporate pavilions and branded exhibition spaces, we transform ideas into memorable physical experiences.
MICE International is the premier destination for crafting exceptional and unforgettable retail events. Our portfolio boasts successful collaborations with luxury boutiques, high-end jewellery, clothing and footwear brands, and renowned sports labels. From dazzling product launches to enticing promotions, joyous celebrations and captivating window-themed designs, we ensure that your brand’s vision comes to life with an unparalleled flair. When you choose Mice International, you gain access to a comprehensive suite of services meticulously designed to exceed your expectations
MICE International plans and delivers sports events that unite athletes, spectators, sponsors, and communities. From corporate tournaments and community competitions to large-scale sporting events and fan experiences, we deliver dynamic, expertly managed events tailored to every audience.
MICE International creates holographic content and 3D projection mapping that captivate audiences and elevate your event’s atmosphere. From live events and corporate presentations to interactive installations, we craft custom visual experiences engineered to be remembered.
MICE International creates immersive product launches and brand activations that capture attention, encourage participation, and build meaningful connections between brands and their audiences. From exclusive launch events and retail activations to pop-up experiences, roadshows, and experiential campaigns, every concept is designed to bring your brand story to life.
MICE International integrates event technology and AI solutions that streamline registration, elevate engagement, and sharpen every guest touchpoint. From smart badging and live AV to interactive digital tools, we make events run smarter.
MICE International plans and manages events of every scale and kind — corporate, cultural, government, and public — across the UAE and Saudi Arabia. From concept and creative design to production, logistics, and on-site execution, we handle every detail so your event runs seamlessly from start to finish.
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