Disguise, the visual technology platform whose systems are designed to power large-scale live events and immersive experiences, is deepening its presence across the Middle East with plans to open new business entities in Saudi Arabia later this year and the UAE in 2027.
The company says its technology has previously been used at events and venues across the region, including MDLBEAST Soundstorm, the Burj Khalifa and Al Wasl Dome. The formalisation of its regional footprint, it adds, is intended to create a stronger foundation for long-term collaboration across Saudi Arabia, the UAE and the wider MENA region.
Raed Al Tikriti, chief product and technology officer at Disguise, said: “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. 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 the expansion, Disguise has confirmed two strategic partnerships. The first is with Tanmiya, an investment and advisory platform that will support Disguise in establishing its presence across Saudi Arabia and the wider MENA region. The second is with technical production and design consultancy A Loud Minority – the firm behind projects including Terhal by Dragone in Saudi Arabia and UNTOLD Music Festival in the UAE – which will collaborate with Disguise on regional projects.
Bandar Al Saud, partner at Tanmiya, added: “Disguise’s offering is genuinely differentiated – it is not only the company says a leading enterprise solution in the category, but a canvas for creators to push the limits of what video can achieve artistically and experientially.”
On the hiring front, Issa Al Azry has joined Disguise as solutions design specialist, based in Dubai. He brings experience across immersive technologies, live events and technical system design, and will work with customers and partners across the region to support the design and delivery of immersive projects. A second regional hire is said to be in progress.
Issa Al Azry, solutions design specialist at Disguise, added: “Having teams closer to customers and partners in the region makes a real difference. 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.”
The new Saudi Arabia office is expected to open in 2026, with the UAE entity to follow in 2027. Both locations are described by the company as regional hubs intended to provide creative and technical support on the ground.
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