Formation Global and asembl.group acquire Noble Live
Strengthening our capability across the Middle East
Together with asembl.group, Formation Global has acquired Noble Live FZCO, an established Dubai-based live experience agency.
Noble Live joins asembl.group as its newest partner company, strengthening the group’s local expertise and delivery capability across the Middle East.
Based in Dubai, Noble Live creates and delivers corporate events, product launches, brand activations, VIP experiences and more for local and international brands.
Jody Milton, CEO and Co-founder of Formation Global, said:
“Formation Global has built its reputation on delivering specialist exhibition solutions for international brands, and we’re excited to play our part in this next chapter. 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 can give clients access to a broader range of specialist capabilities across exhibitions and live experiences throughout the Middle East.”
Investing where our clients are investing
The acquisition marks another important step in the group’s continued international growth.
Client demand across the Middle East continues to increase. Bringing Noble Live into the group allows us to invest further in our regional team and provide greater support for clients on the ground.
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.”
Complementary specialist expertise
Noble Live will retain its specialist identity and continue to be led by Founder Penny Noble and its experienced Dubai-based team.
Existing clients will continue working with the same trusted people, now with access to the wider expertise, investment and international reach of asembl.group.
Noble Live brings established local knowledge and live experience expertise to the group. Combined with Formation Global’s specialist exhibition and interiors capabilities, and the expertise of partner companies across asembl.group, this strengthens what we can offer clients throughout the Middle East and beyond.
Penny Noble, Founder of Noble Live, 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.”
Built around the client
Noble Live joins asembl.group’s established operations across the UK, UAE and APAC, alongside its growing group of independent specialist partners.
For Formation clients, it means even greater access to local expertise and delivery capability in one of our fastest-growing regions, backed by the wider resources and specialist capabilities of the group.
It is another step towards giving clients genuine local expertise, international reach and specialist support through one easy partnership.
Group scale. Specialist agility. One easy partnership.
Read the full story here.
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