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N&M celebrates 15 years of Middle East business

N&M celebrates 15 years of Middle East business

N&M celebrates 15 years of Middle East business

Middle East:

Neumann&Müller Event Technology is celebrating 15 years of business in the Middle East this year. The company, which officially opened an office in Dubai in 2007, first set its sights on the region when it became involved in the DIFC’s inauguration in 2005 and realised the local market’s growth potential.

‘Clients in 2005 expected creative event solutions on a big scale, and there were very few companies in the Middle East producing that service at the quality we could – and still do – offer,’ recalled senior business partner and general manager Jens Gießler. ‘Over the years, we’ve been incredibly fortunate to work on various amazing projects in the region, partnering with international agencies and hiring the world’s best crews.’

However, bringing a European business to the Middle East was not without its challenges. ‘Finding the right partners for logistics, stagehands, and other specialists was challenging, and we had to pour a lot of time and efforts into system integration and technology for events,’ Gießler furthered. ‘Working in a market with a strong seasonal focus at the opposite end of the spectrum to Europe in terms of temperature was also something we had to get used to. Our teams adapted events to the landscape incredibly well, especially considering many of them – at the time – had never worked in the region before.’

While its European heritage may have required adjustment to an unfamiliar climate, it also provided lots of benefits and advantages. ‘Being a German company, we had a strong engineering background and standardised service protocols for our equipment, which really helped us stand out as experts in the market. We really wanted to be involved in the creative processes with our Middle Eastern clients, and our experience helped us motivate them to offer us freedom when it came to taking on their events.’

Speaking about some of the highlights N&M Dubai has enjoyed over the past few years, Gießler recalled that, ‘In 2005, we were honoured to deliver the inauguration of the Dubai International Financial Centre (DIFC) through our partner event management agency, HQ Worldwide Shows (HQWS). Because the client liked the result of our combined efforts, N&M ended up providing the technical support to HQWS for DIFC’s anniversary celebrations for the three consecutive years. In 2013, we also helped realise the New Year’s Eve celebrations at the Burj Khalifa by providing the video elements. This was one of the most impressive events we’ve ever been involved with.’

Gießler added that the Nu Skin Greater China Gala Dinner Show, showcased in Dubai in 2014, was one of the company’s most challenging and rewarding events, hosting the ‘largest party of travellers ever to visit the emirate’. The event was situated in the middle of the desert, with no firm surface, and endured temperature fluctuations of up to 40°C, as well as freak weather conditions. The 44th UAE National Day event was also particularly memorable. We helped transform a part of the Dubai Creek in the Design District into an illuminated wonderland. Thanks to the finely attuned light design, we were able to seamlessly integrate the 120m x 50m show area into the breath-taking surroundings. It was designed so that the 4000-plus audience could follow the 45-minute show in and on the water from a 100m-wide grandstand with a view of the Burj Khalifa.’

While the UAE continues to be a key market for N&M in the Middle East, Gießler reasons that there is scope for movement into the rest of the region. ‘Saudi Arabia is a promising space, and we’re fortunate that – because we’re internationally positioned – we already have a team that can dedicate itself to projects there. Having said that, our current focus is definitely in Dubai, especially with Expo 2020 around the corner, which will also feature events that we are really looking forward to working on.

‘We’re continually training our people and hiring the best in the business to ensure we deliver the quality our clients expect,’ he concluded. ‘Moving forward, we’re actively working on elevating our service in all areas, from IT to planning and new developments, like tracking, RSI and ICT. In 2020, thanks to an increase in the number of events we’ll be working on, we’ll also be hiring more project managers, and continue to nurture our relationships with our client agencies to ensure success for all stakeholders.’

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