2024 has seen Uniplan extend our global reach. An office was opened in the MENA region in March, dedicated to bringing our unique culture and way of working to clients and projects across the Middle East and North Africa.
Working from a headquarters in Dubai, our experts combine creativity, innovation and efficiency with a deep understanding of local conditions to make an immediate impact. The regional team is headed by CEO Safwan El Roufai, who has over two decades of experience. Safwan is a leader who has worked across projects ranging from luxury real estate to travel destinations. Highlights include the world’s largest hologram experience for the launch of the Dubai Tram and the grand opening of the world’s highest building, the Burj Khalifa, in the city. Safwan has brought in a team of specialists that is sure to help bolster Uniplan’s reputation.
Karen Azzi is Senior Project Manager, Jude Al Amine takes on Senior Creative Lead and Serena El Haddad is Creative Strategy Lead. Combined, these specialists have worked on projects in the region for international brands including Rolls Royce, Adidas and Lexus, as well as other large-scale events such as the Qatar Motor Show and World Bank conferences.
With our team in place comes the united commitment to make something memorable. “By leveraging the right talents who possess a profound understanding of regional nuances, we ensure that every experience we design and deliver is not only engaging but also strategically aligned with the region's evolving business and cultural landscapes,” says Safwan. As part of the Uniplan network, our team understands that actions speak louder than words - and that research and profound thinking are the key to work that has staying power.
The mix of the team is crucial, and something that was tailored from the start. “Our team’s diversity really sets us apart,” says Senior Project Manager Karen. “We have people from different backgrounds and expertise, and when all teamed up together, we create the best combination.” As with all Uniplan teams, there is a passion for meaningful work delivered flawlessly, whether the project is large or small.
Those within the MENA region may well know the Uniplan name and reputation already - we have been working here since 2014.
Our inaugural project was a large scale luxury experience for cosmetics brand Nu Skin. Highlights since include an immersive experience completed in 2023 for German flavours and fragrances experts Symrise at the BeautyWorld Middle East trade show and, of course, 2022’s FIFA museum presented by Hyundai. Using a design which felt organic and historic - with a playful take on the beautiful game thanks to the layout based on that of a stadium - the space welcomed 179k visitors over four weeks. It also won Uniplan several awards - the Red Dot, German Design Award and the iF Design Award.
The MENA office is Uniplan’s second expansion into non-European markets.
Our time in China began back in 1986. We now have over 100 employees across Hong Kong, Beijing and Shanghai, completing high profile projects for brands including BMW, Oppo, Huawei and Adidas. Our Europe office, meanwhile, was first established in Germany back in 1960.
With over 60 years of heritage, Christian Zimmermann, the Global CEO, says the time is now for MENA and Uniplan: "The Middle East has emerged as one of the most attractive regions for talent and business, making our collaboration with Safwan and his team an obvious choice. Our clients in the Gulf region, Greater China, Europe, and North America have already recognised the value of this move and entrusted us with their initial projects."
An international perspective ultimately goes back to principles embedded in Uniplan’s culture.
Whatever the address of the office, we always think global and local, ensuring well-rounded and informed messaging that engages audiences above all. “We incorporate the latest global trends while respecting and integrating local, trending elements,” says Creative Strategy Lead, Serena. “This makes our work not only cutting edge but also deeply relevant to the local audience and region.”
If you are interested in finding out more about our work in the Middle East, North Africa, and beyond, do get in touch with our team.