Events collective asembl.group, together with Formation Global,
its specialist exhibitions partner, has acquired Noble Live FZCOfrom veSpace,
bringing the business into asembl.group as part of its continued international
expansion strategy.
The
move reflects sustained client demand across the Middle East, where activity
has remained resilient despite wider geopolitical uncertainty. asembl.group is strengthening its local presence, expanding its
regional team and increasing its capability to support clients on the ground.
Penny
Noble will continue to lead Noble Live Dubai alongside her experienced
local team, ensuring continuity for clients, while Formation
Global will continue to complement the group's Middle East proposition through
its specialist exhibition and interiors expertise.
Gavin
Farley, CEO of asembl.group, said: "This
isn't simply about expanding our footprint. It's about investing where our
clients are investing. Over recent months we've continued to see strong demand
throughout the Middle East, with projects moving forward despite wider
challenges across the region. That confidence has given us the opportunity to
strengthen our presence by bringing Noble Live into the asembl.group family
and expanding our team on the ground.
"Our
long-term strategy has always been to build genuine regional expertise backed
by international capability. Today we have established operations across the
UK, the UAE and APAC, enabling us to support clients wherever they need us
while maintaining the local knowledge and personal service that makes the
difference. Noble Live is an exceptional business with an outstanding
reputation, and we're excited to invest in its future as part of the next phase
of asembl.group's
international growth."
Anita
Lowe, CEO of veSpace,
the previous owner of Noble Live, said: "Noble
Live has built an outstanding reputation in Dubai under Penny's leadership, and
it was incredibly important to us that the next chapter for the business was
with organisations that shared the same values, entrepreneurial spirit and
ambition for growth. We firmly believe that asembl.group and Formation Global
are the right fit to take Noble Live forward. Together they bring complementary
strengths across live events and exhibitions, international reach and a genuine
commitment to investing in people and client relationships. We're excited to
see Penny and her team continue to grow the business as part of this next
chapter."
Jody
Milton, CEO and co-founder of Formation Global, added: "Noble Live adds outstanding local knowledge and relationships in the
UAE, while asembl.group provides
the wider international platform and live event expertise. Together we're
creating a stronger proposition for clients looking for seamless delivery
across exhibitions and live experiences throughout the Middle East."
Penny
Noble, MD of Noble Live Dubai, said: "Joining
the asembl.group family
is an exciting milestone for Noble Live. Our clients will continue working with
the same trusted team they know today, now supported by an international
business that shares our ambition for growth and excellence. This investment
allows us to build on everything we've achieved while creating even greater
opportunities for our clients, our people and the future of the business."
The
addition of Noble Live marks another step in asembl.group's
international growth strategy. With established operations across the UK, UAE
and APAC, and a growing network of specialist partners worldwide, the group
continues to invest in regional expertise where client demand is strongest. By
combining owned regional businesses with specialist partners, asembl.group is
creating an organisation that delivers local expertise
backed by international capability.
