MIDDLE EAST: As investment in immersive experiences, large-scale entertainment projects and destination attractions continues to accelerate across the Middle East, Disguise is expanding its regional footprint with a series of strategic initiatives designed to bring the company closer to customers and partners throughout the region.

The visual experience technology specialist, whose platform has powered projects ranging from MDLBEAST Soundstorm and the Burj Khalifa to the Al Wasl Dome, has announced plans to establish a new business entity in Saudi Arabia later this year, followed by the opening of a second entity in the United Arab Emirates in 2027. The expansion will be supported by new regional hires and strategic partnerships aimed at strengthening local collaboration and project delivery capabilities.

The move builds on Disguise’s growing presence across the Middle East, where its technologies have been deployed across an increasingly diverse range of live events, immersive attractions and cultural experiences. By formalising its regional operations, the company aims to create a stronger framework for long-term engagement across Saudi Arabia, the UAE and the wider MENA market.

“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.”

Disguise believes a stronger local presence will allow it to provide more direct support throughout the project lifecycle while fostering closer collaboration with customers, partners and creative teams working across the region.

“Our expansion in the region is a natural next step,” says Sarah Lewthwaite, SVP of Customer Excellence at Disguise. “It allows us to be closer to our customers and partners, strengthen local collaboration and provide the hands-on support needed to deliver complex projects in the region. By growing our team on the ground, we’re ensuring customers have direct access to the expertise they need throughout every stage of a project.”

A key component of the strategy is a new partnership with Tanmiya, the international investment and advisory platform. The collaboration is intended to support Disguise’s expansion throughout Saudi Arabia and the wider Gulf region by facilitating strategic introductions and helping identify opportunities aligned with the region’s growing investment in immersive and entertainment-led developments.

“We are excited to support Disguise’s growth in Saudi Arabia and across the wider Gulf,” comments Bandar Al Saud, Partner at Tanmiya. “Disguise’s offering is genuinely differentiated, it is not only the leading enterprise solution in the category, but a canvas for creators to push the limits of what video can achieve artistically and experientially. It is exactly the type of technology infrastructure the region demands as it becomes the leading global destination for premier entertainment and live experiences.”

Disguise has also entered into a strategic partnership with technical production and design consultancy A Loud Minority, whose portfolio includes major projects such as Terhal by Dragone in Saudi Arabia and UNTOLD Music Festival in the UAE. The partnership will see the two companies collaborate on projects across the region, combining Disguise’s technology platform with A Loud Minority’s expertise in technical production, creative design and immersive experience delivery.

Further strengthening its regional capabilities, Disguise has appointed Issa Al Azry as Solutions Design Specialist. Based in Dubai, Al Azry brings extensive experience in immersive technologies, live events and technical systems design, and will work closely with customers and partners to support the ideation, design and implementation of complex projects throughout the region.

“Having teams closer to customers and partners in the region makes a real difference,” says Issa Al Azry. “I’m excited to join Disguise at a time when local presence, collaboration and trusted technical support are becoming increasingly important for delivering ambitious immersive experiences across MENA.”

A second regional appointment is currently underway, further reinforcing Disguise’s commitment to building local expertise and expanding customer support resources. The planned offices in Saudi Arabia and the UAE will serve as operational hubs for the company’s growing regional team, providing direct access to creative, technical and project support services.