Experience agency, Identity has announced the opening of a new office at Expo City Dubai.
The agency is based in Sky Quarter A, Mobility District, which forms part of the Expo 2020 Dubai legacy development.
Expo City Dubai was built to reuse the former World Expo site and now operates as a mixed use free zone for business and events. Expo 2020 Dubai attracted 24.1m visits during its six-month run and the site later hosted COP28 in 2023.
Identity said the move supports its Middle East growth plans, as Expo City Dubai develops into a hub for enterprise, events and innovation following the Expo’s close and the hosting of COP28.
Dr Ray Tinston, managing director, Identity Middle East, said: “Dubai’s World Expo proved what we’ve always known: nothing compares to the impact of bringing people together in spaces designed to inspire, engage and transform.”
He added: “Our new home at Expo City Dubai isn’t just symbolic, it’s strategic. We’re positioning ourselves at the epicentre of innovation and ambition in the region, surrounded by the infrastructure and mindset that will define the next generation of brand experiences.”
The Dubai office will act as a base for the agency’s Middle Eat operations and will support existing clients and new regional work.
The agency has delivered several high-profile events in the region, including COP28 and Reuters NEXT Gulf. It has also worked on event programmes for Arada. Other clients include Dubai Department of Economy and Tourism and Dubai Financial Market.
Identity said the office will support projects across multiple sectors, including technology, automotive, FMCG, entertainment and finance.
The Dubai opening forms part of Identity’s wider international expansion, with the agency operating across Europe, the US and the Middle East.
Olivier Vallée, chief executive officer, Identity, said: “The Middle East represents one of the most dynamic and ambitious markets in the world for experiential events. Our investment in this region, and specifically our presence at Expo City Dubai, signals our commitment to delivering world-class work that drives real business impact for our clients.”
Charles Swanson, vice-president, commercial – Expo City Dubai, added: “Expo City Dubai was proud to welcome Identity as a partner to deliver a successful climate summit, and we are delighted to continue that relationship as we welcome the Identity team as part of our thriving free zone business community. Identity’s creativity and proven track record in delivering exceptional, impactful events is a natural fit for Expo City – as an events hub, as a city fostering innovation and driving cross-sector collaboration, and as the new centre of Dubai’s future.”