International events collective asembl.group, together with specialist exhibitions partner Formation Global, has acquired Noble Live FZCO from veSpace, expanding its presence in the Middle East.
The Dubai business will become part of asembl.group, with Penny Noble continuing to lead the existing local team, ensuring continuity for clients while benefiting from the wider capabilities, investment and international reach of the group.
Formation Global will support the group’s regional offering through its exhibition and interiors expertise.
asembl.group said the acquisition follows sustained client demand across the Middle East, with projects continuing despite wider geopolitical uncertainty. It has established operations across the UK, UAE and APAC.
Gavin Farley, CEO of asembl.group, said: “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.”
Anita Lowe, CEO of veSpace, said finding the right new owners for Noble Live had been a priority: “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.”
Penny Noble added: “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.”
Jody Milton, CEO and Co-founder of Formation Global, said that Noble Live adds outstanding local knowledge and relationships in the UAE. “Together we’re creating a stronger proposition for clients looking for seamless delivery across exhibitions and live experiences throughout the Middle East.”