InTents August/September 2019 - 8

the news | briefs

Launched in November 2018, the
flat-roofed Cube by Electra features a
second-skin fixing system, which allows
the temporary structure to be completely
customized. This 20-meter Cube was
constructed for the structure's launch
event in Dubai, United Arab Emirates.
Photos courtesy of Electra.

Creativity cubed
n a world where customers increasingly expect their demands to be met
instantaneously, companies that don't
prioritize creative solutions risk being
left behind.
Based in the competitive market of
Dubai, United Arab Emirates (UAE),
event and exhibition solutions provider
Electra (www.electrasolutions.com)
keeps this top of mind, as demonstrated
in its recent development of the Cube,
which the company describes as the irst
lat-roof temporary structure in the UAE.
"The Cube shows our capacity to listen
to our clients, identify their needs and
respond with innovative products," says
Marine Jeannot, marketing manager.
With a team count of 430, Electra
has more than 25 years of experience
executing the visions of local and international event management agencies, architects, designers, exhibition
organizers and venue owners. But it's
not easy to keep up, even with its comprehensive range of solutions, including
exhibition scenography, contracting and

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management, event decor and setup,
semi-permanent museum exhibitions,
and tent and furniture rental services.
"The Middle East is an extremely
dynamic and innovative events market;
it's a global hub for business, fashion and
the arts, so the event calendar is always
full," Jeannot says. "That makes guests
both sophisticated and demanding.
Clients are always searching for new
and exciting high-end solutions, and
their needs are not always met by the
available venues."

Design vision
Electra's goals in developing the Cube
were to offer a modern, versatile,
temporary venue that was quick to build,
cost-effective and, most importantly,
did not look like a tent. "We did a
lot of research until we reached the
ideal design solution providing a latroof structure that closely resembles
permanent buildings," says Jeannot.
"The Cube allows event organizers to
push the boundaries of their creativity


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InTents August/September 2019

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InTents August/September 2019 - Cover2
InTents August/September 2019 - 1
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