Identity, the award-winning experience agency behind some of the world’s most memorable events and brand experiences, today announces the opening of its new Dubai office at Expo City Dubai – the legacy of Expo 2020 Dubai.
The agency’s new base at Sky Quarter A, Mobility District, positions Identity at the heart of one of the world’s most forward-thinking urban developments, purpose-built to showcase innovation, sustainability and human connection on a global stage.
The move to Expo City Dubai represents more than a change of address. It’s a strategic statement about Identity’s vision for the future of experiential marketing in the region. Where 192 nations once gathered to imagine tomorrow, Identity will now create the brand experiences that shape it.
From Expo legacy to experiential leadership
Expo 2020 Dubai attracted 24.1 million visits and demonstrated the unparalleled power of physical experience to change hearts, minds and behaviours, underlined with its hosting of COP28. Now, as Expo City Dubai evolves into a thriving hub for innovation and enterprise, Identity’s presence reinforces the agency’s belief that experience changes everything – and that the Middle East is where that change is accelerating fastest.
“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,” said Dr. Ray Tinston, Managing Director, Identity Middle East. “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. This is where our clients’ futures are being built, and we’re here to build them together.”
Charles Swanson, Vice President, Commercial – Expo City Dubai, said: “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.”
Fuelling global ambition
The Dubai expansion is part of Identity’s broader growth strategy, which has seen the agency extend its footprint across Europe, the US, and the Middle East while deepening its specialist capabilities through strategic partnerships and acquisitions.
Olivier Vallee, CEO of Identity, added: “The Middle East represents one of the most dynamic and ambitious markets in the world for experiential events. Brands here don’t just want to be seen, they want to be felt, remembered and talked about. That requires agencies who understand that experience isn’t decoration; it’s strategy. 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.”
Identity Middle East has already established itself as a key player in the region’s event and experiential landscape, delivering high-profile events including COP28, Reuter’s NEXT Gulf event, Arada’s event programme, together with major events for Dubai Department of Economy and Tourism and Dubai Financial Market, as well as events for a host of major brands.
The new office will serve as a hub for the agency’s growing Middle East operations, supporting existing clients while attracting new partnerships across sectors including technology, automotive, FMCG, entertainment and finance.
