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Disguise expands presence in the Middle East

Disguise deepens its commitment to the Middle East. The company is establishing a new business entity in Saudi Arabia later this year, with plans to open another in the United Arab Emirates in 2027, plus making key regional hires and forming strategic partnerships with advisory firm Tanmiya and production consultancy A Loud Minority to better support customers and partners across the region.

The expansion builds on Disguise’s established presence across the Middle East, where its technology has supported a growing number of live events, immersive experiences and cultural projects. By formalising its regional footprint, Disguise aims to create a stronger foundation for long-term collaboration across Saudi Arabia, the UAE and the wider MENA region.

“The Middle East has been an important market for Disguise. For years, we have worked with some of the UAE’s most innovative venues, attractions and live events”, comments Raed Al Tikriti, Chief Product and Technology Officer at Disguise. “Over that time, we’ve seen immersive technology become increasingly central to how experiences are designed and delivered. Strengthening our presence in the region allows us to build on that history while supporting the next generation of projects taking shape across the Middle East.”

As part of this regional focus, Disguise has confirmed a strategic partnership with Tanmiya, an international investment and advisory platform. Tanmiya will support Disguise in establishing and growing its presence across Saudi Arabia and the wider MENA region, facilitating connections and enabling access to key opportunities aligned with the region’s investments in live and immersive experiences.

Disguise is also partnering with technical production and design consultancy A Loud Minority, the company behind shows and installations across the Middle East including Terhal by Dragone (pictured) in Saudi Arabia and Untold Music Festival in the UAE. A Loud Minority will collaborate closely with Disguise to support projects across the region, bringing creative and technical expertise in live entertainment and immersive experiences.

To further strengthen its regional capabilities, Disguise has made a strategic new hire to support customers and partners across MENA. Issa Al Azry, based in Dubai, joins Disguise as Solutions Design Specialist, bringing extensive experience across immersive technologies, live events and complex technical system design. He will work closely with customers and partners across the region to support the ideation, design and delivery of complex immersive projects. Alongside Al Azry, a second regional hire is currently in progress.

(Photo: Dragone)

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