The Future of Brand Experience Centres in the Middle East

(with a bonus downloadable checklist for decision-makers – email hello@thegoodcompany.me with the subject: Experience Centre Checklist)

"Brand experiences are no longer just a ‘nice-to-have.’ In the Middle East, they’ve become essential."

Giga projects, government initiatives, real estate, ports, logistics - everyone’s trying to tell a story, but the ones that win are turning those stories into unforgettable experiences.

Why the Middle East Is Leading the Charge

I'm going to cut right to the chase. There are 3 key reasons we see this region paving the way for experiences:

• Massive investment in infrastructure (Expo City Dubai, NEOM, The Line, Saadiyat Island)

• Appetite for innovation is sky-high

• The region is positioning itself as a global tourism, culture and business hub

This isn't about copying what's already been done - it's about creating something no one’s seen before.

What experience centres need to do now

This is not just an architectural marvel. It’s a physical manifestation of your brand. It should:

• Tell a story your audience wants to be part of

• Integrate digital seamlessly - whether AR, RFID, data-driven content, personlisation

• Have flexible use cases: VIP tours, employee inductions, investor showcases, events

• Be measurable - engagement, dwell time, emotional connection

• Future-proofed for easy upgrades

Where things go wrong (and how to avoid It)

• Poor alignment between marketing, brand and operations

• Overload of tech for tech’s sake – if it doesn’t serve the story, ditch it

• Weak project teams – these projects need consultants who understand creative, tech, and business goals

• Lack of clarity on success metrics

The role of a consultant (Shameless but necessary plug)

Your internal teams are stretched. Agencies often chase awards. You need someone embedded in the detail.

Someone who understands:

• Strategy

• Creative tech

• Operations

• Budgets

• People

And can speak everyone’s language - brand, IT, marketing, leadership…

So, what’s next?

Expect to see:

• More integration with smart city infrastructure

• Demand for personalisation and user-generated content

• Less reliance on guides, more autonomy through digital

• Spaces being re-used for events, exhibitions, product launches

• More focus on data and insight to evolve the space

Want to build something people actually remember?

Email hello@thegoodcompany.me with the subject line Experience Centre Checklist and we’ll send you a free PDF guide we use when advising our top clients.