InTents August/September 2019 - 9

and turn literally any space into a canvas
for their design vision. It gives them total
control over every aspect of their event:
size, layout, branding, look and feel, and
even temperature."
Available in widths from 10 to 40
meters, modular length, and heights
from 5 to 9 meters, the Cube is easily
customizable. Top to bottom, it consists
of interchangeable panels, allowing for
mashrabiya-like screens (a traditional
Arabic design motif and architectural
element), clear or tinted windows, and
blackout wall options. On average-
but depending on site constraints-a
1,000-square-meter Cube with a
6-meter height can be installed in three
days (panels and looring included) and
dismantled in two days.

The Middle East is an
extremely dynamic
and innovative events
market; it's a global
hub for business,
fashion and the arts.
-Marine Jeannot
The Cube's open roof is in latable and
pressurized for improved insulation,
reducing operating costs. It also allows
for concealment of any "unsightly
elements" that go into making events
possible, Jeannot says, like generators
or air handlers, ensuring the overall look
stays trim and streamlined.
Because of the second-skin ixing
system integrated into the structure's
frame, it can be completely covered
without producing and installing another
ixing system. This not only offers clients
endless branding possibilities but also
signi icantly reduces the cost and time
needed to erect the structure. The skins

are all printed in-house at Electra. A
40-meter facade can be customized in
less than a day and two days maximum
with a complete mashrabiya cladding on
the full height. Once printed, the panels
can be changed quickly.

On the horizon
When Electra irst introduced the Cube,
the company invited key clients to tour a
demonstration structure and experience
its full potential. "We received great
feedback," Jeannot says, "especially from
designers who immediately understood
the opportunities it creates. The Cube
offers the ultimate convenience because
it can be set up in virtually any location."
A few weeks after its November 2018
launch, a 6,400-square-meter Cube was
used to host Downtown Design, the
largest design fair in the region. During
the same month, Electra installed a
15-by-30-meter Cube for an event
held next to Burj Khalifa, a popular
skyscraper in Dubai, and concealed
it under an uneven backlit second
skin. And just a few months ago, the
company mounted several structures
in Saudi Arabia to host an international
governmental conference and a highpro ile wedding.
In 2020, Dubai will host the World
Expo, which will be the largest event
ever staged in the Arab nation. More
than 190 countries are expected to
participate, with millions of visitors
from around the globe. "With this on
the horizon, we see the Cube as the
ideal structure to host semi-permanent
events or even becoming a permanent
venue," Jeannot says. "Dubai's event
industry is very fast-moving, and this
is one of the reasons we will continue
to pay such close attention to clients'
needs and develop special products, like
the Cube, to respond to them."
By Holly Eamon. Eamon is an editor and writer
based in Minneapolis, Minn.

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9


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InTents August/September 2019

Table of Contents for the Digital Edition of InTents August/September 2019

InTents August/September 2019 - Cover1
InTents August/September 2019 - Cover2
InTents August/September 2019 - 1
InTents August/September 2019 - 2
InTents August/September 2019 - 3
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InTents August/September 2019 - 5
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