The Middle East Event Show
Key highlights, learning's and what's next for the industry in the MENA region
June 2025
This week, Taylex Group’s Middle East division joined industry leaders, innovators, and event professionals at the Middle East Event Show 2025, held at the Dubai World Trade Centre, Sheikh Maktoum Hall.
With over 5,000 attendees and exhibitors from more than 40 countries, the event showcased the extraordinary growth and fast-paced evolution of the region’s live events and exhibitions industry. As the MENA region continues to establish itself as a global hub for mega-events, the show offered a compelling glimpse into the trends reshaping the future of event delivery.
A Platform for Innovation & Insight
Our team was on the ground exploring cutting-edge innovations in AI-powered event tech, immersive digital experiences, and sustainable production solutions—a chance to both see and show how the future of events is being reimagined.
We were proud to have one of our builds live on the show floor at the beMatrix stand, where we demonstrated the efficiency and environmental benefits of the modular frame system at the heart of many of our sustainable productions across the region.
Leading the Conversation on Sustainability
A standout moment for Taylex Group came as our CEO & Founder, Karl Clark, led the panel discussion “Green Visions – The Middle East’s Vision for Greener, More Sustainable Events” on the Industry Horizon Stage.
Joining Karl on the panel were leading experts from across the region:
- Benoit Honnart, CEO, Electra
- Dr Arouge Agha, Sustainability Manager, Ethara
- Declan Fahy, Creative Director, DXB Live
- Nazy Saif, Founder, Quite Quaint
- Katia Martin, Head of Sustainability, Aggreko Middle East
Together, they unpacked the tangible steps the industry is taking to reduce environmental impact—from sustainable logistics and waste reduction to green certifications aligned with broader corporate ESG goals.
“It’s encouraging to see genuine action, not just ambition,” Karl said during the session. “The Middle East is showing the world how sustainable thinking can scale—and succeed—in high-profile, high-impact event delivery.” – Karl Clark
LATEST TRENDS & INNOVATION SHAPING THE FUTURE OF THE MIDDLE EAST’S EVENT INDUSTRY.
beMatrix: A Smarter, Greener Build
At the heart of our presence at the show was the beMatrix stand, built by Taylex to highlight sustainable change in the events industry.
With its lightweight, reusable aluminium frame system, beMatrix redefines event construction—offering an eco-friendly, efficient solution for exhibition stands, congress walls, indoor/outdoor events, and pop-ups. These reusable frames dramatically reduce transport weight, carbon emissions, and waste, proving that sustainability and performance can go hand in hand.
Mega Events & Regional Transformation
In a high-impact seminar, we explored how mega-events are driving economic and social change, and how cities across the region are being reimagined as global destinations.
From AI-led visitor engagement to data-driven experience design, one message was clear: technology and sustainability aren’t optional—they’re now foundational pillars of the Middle East’s event economy.
Powering Events Sustainably
In a region dominated by high-energy production—cooling systems, lighting rigs, and digital infrastructure—smart energy solutions are essential.
Katia Martin shared how Aggreko is evolving its ESG strategy through hybrid battery-diesel systems, advanced load monitoring, and real-time power mapping—enabling organisers to cut consumption without compromising the experience.
Cutting Waste from the Ground Up
Material waste remains a major challenge, but progress is being made.
Benoit Honnart shared how Electra’s adoption of ISO 14001 has transformed their operations—from sustainable design choices to waste tracking and material repurposing on site. It’s driving a shift toward circular thinking and measurable waste reduction.
Meanwhile, Nazy Saif challenged the notion that sustainability limits creativity. Her biodegradable installations prove that bold, visually impactful designs can still be environmentally conscious.
Sustainable Design & Material Innovation
If sustainability is the destination, innovation is the engine.
Declan Fahy highlighted the growing adoption of modular, lightweight structures—designed for transport efficiency and reusability without sacrificing aesthetics. These builds cut emissions and extend product lifecycle beyond the show floor.
Nazy also shared her shift away from traditional floral foam, choosing instead compostable bases and locally sourced elements. Her approach underscores a key takeaway: low-impact materials can still deliver high-impact experiences.
What’s Next for the events industry – Our Top 10 key take-outs
1. Sustainability is now a standard, not a selling point. Clients, suppliers, and organisers expect it.
2. AI and smart tech are transforming the attendee journey—from planning to post-event engagement.
3. Massive infrastructure investment in the region is enabling more ambitious, world-class event experiences.
4. Partnerships are key. Collaboration between organisers, brands, and production specialists is essential for delivering bold, purposeful experiences.
5. Smart energy planning and hybrid systems are delivering tangible reductions in carbon output at scale.
6. Zero-waste goals are being driven by smarter sourcing, certification frameworks, and conscious design.
7. New materials are unlocking new creative possibilities while reducing environmental impact.
8. Modular, transport-efficient designs are reshaping the way we build—with sustainability and reuse in mind.
9. Innovation in product and method is no longer a luxury—it’s the new baseline.
10. Creative sustainability is gaining traction. From biodegradable installations to low-impact design techniques, the industry is proving that environmental responsibility can go hand-in-hand with bold, imaginative storytelling.
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