Disguise expands its presence in the Middle East

Disguise has announced a major expansion of its presence across the Middle East, including the launch of a new business entity in Saudi Arabia later this year, followed by a second entity in the UAE in 2027. According to the company, the move reinforces its commitment to supporting the region’s rapidly growing immersive technology and live events sector. The expansion also includes strategic partnerships and new regional hires aimed at providing closer support to customers and partners across MENA.

With an established footprint in the region, Disguise’s technology has powered visuals for high-profile projects including MDLBEAST Soundstorm, the Burj Khalifa and Al Wasl Dome. The manufacturer said that the expansion will create a stronger foundation for long-term collaboration across Saudi Arabia, the UAE and the wider Middle East.

According to Raed Al Tikriti, chief product and technology officer at Disguise, the Middle East has been an important market for the brand: “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.”

Sarah Lewthwaite, SVP of customer excellence at Disguise, echoed those sentiments: “Our expansion in the region is a natural next step. 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.”

Through the initiative, Disguise has formed a partnership with Tanmiya, which will support the company’s growth across Saudi Arabia and the wider Gulf region. In addition, the manufacturer has partnered with technical production and design consultancy A Loud Minority, known for projects including Terhal by Dragone in Saudi Arabia and UNTOLD Music Festival in the UAE. Lastly, the company has appointed Issa Al Azry as solutions design specialist, based in Dubai, with a second regional hire currently in progress.