Uniplan Opening New Regional Office in Dubai – Safwan El Roufai Named CEO, Middle East & North Africa

Uniplan, a global agency for brand experience is opening a new regional office in Dubai, United Arab Emirates.  The agency additionally announced the appointment of Safwan El Roufai as the CEO for the Middle East and North Africa.

The new Uniplan office in Dubai will serve as a hub for creativity, innovation, and strategic collaboration, the agency said, adding “Uniplan’s presence in the city reaffirms its commitment to meeting the evolving needs of clients in the region.”

Safwan El Roufai brings over two decades of experience in the events and communication industry, previously serving as Executive Vice President MENA for VM and as CEO of Prisme International, the region’s events agency behind the launch of Burj Khalifa, the Dubai Tram launch and many other projects.


“Dubai’s strategic location between the East and the West offers unparalleled opportunities for Uniplan. Currently, Dubai works closely with our Hong Kong office, exemplifying its role as a bridge between cultures and markets,” said Christian Zimmermann, Global CEO of Uniplan..

“Safwan’s cultural understanding and strategic leadership will be invaluable as we continue to expand our operations in the Middle East and North Africa. His appointment underscores our commitment to delivering personalized solutions and fostering long-lasting relationships with clients in the region. Additionally, our new office will play an important role for bringing Chinese brands to the MENA region, leveraging Dubai’s unique position and our global network.”

Safwan El Roufai, added: “Dubai is a melting pot of cultures, presenting both exciting opportunities and unique challenges. From the rise of experiential marketing to the increasing demand for sustainable event solutions, navigating the local landscape requires a deep understanding of emerging trends and local nuances.

I am committed to leveraging this diversity to create impactful experiences that resonate with our clients and their audiences. With Uniplan’s global expertise and local insights, I am confident that we will achieve great success together.”



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