Wicked

What Wicked does

Wicked (legal entity Wicked Tents LLC) is a Dubai-headquartered B2B overlay solutions company founded in 2007 to address the lack of indoor event and entertainment venues in the UAE. The company designs, fabricates, and delivers bespoke temporary structures and full-service overlay for sports events, corporate activations, cultural exhibitions, and hospitality venues across the Middle East and selectively in Southeast Asia. Its product portfolio spans an in-house proprietary range of modular structure systems including the patented Q.WAD modular system (5m x 5m grid up to 3 levels), Forum clear-span structures (20m and 30m), Multideck, Saddle Span, Stretch Tent, Rondo, Pagoda, Miniform, Maxiform, Neptunus Evolution, Multiform Arcum, and Multiform A-Frame, complemented by in-house fit-out, custom fabrication, furniture, HVAC, power distribution, branding, staging, and fencing services. Service delivery is organized into three pillars: Overlay Consulting (technical and creative design, project planning, budgeting), Overlay Delivery (turnkey equipment and execution), and the newer Business Solutions division (2024) extending into bespoke semi-permanent and permanent engineered environments.

The company operates through direct enterprise sales to event organizers, sports federations, corporate clients, and hospitality businesses, with named customers including DP World Tour Championship (continuous engagement since 2012), DP World, Emirates, dnata, Cadillac, Sail GP, Saudi Cup, Dakar Rally, Art Dubai, Asian Games, Formula E Jakarta, and FIFA World Cup Qatar. Pricing is custom and quote-based on each bespoke project, with no standardized public tiers. Wicked became a member of France-based GL events Group in 2020, providing access to a global network of 90 locations, 4,500 employees, and €1.6bn in group turnover, and has since established regional offices in Riyadh (KSA) and Qatar alongside its Jebel Ali headquarters in Dubai. Headcount is reported at 101-250 employees. AI/ML capabilities are not present in the offering; the technical differentiator is design-led engineering, proprietary modular systems, and integrated in-house fabrication rather than software or data intelligence.

Name

Wicked

Legal name

Wicked Tents LLC

Website

https://bewicked.me

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

101–250 employees

Short description

Wicked is a Dubai-based B2B overlay solutions company that designs, fabricates, and delivers bespoke temporary structures and turnkey venue solutions for sports events, corporate activations, and hospitality clients across the Middle East, operating as a member of France's GL events Group.

Ownership category

akta.pro rank

Product category

Event Overlay and Temporary Structure Services

NAICS

Indoor and Outdoor Display Advertising (541850), Other Specialized Design Services (54149), Interior Design Services (54141)

SIC

Services-Miscellaneous Equipment Rental & Leasing (7350)

akta.pro primary industry

Corporate Event Rentals (Furniture, Staging, Tents) (HSACADAI)

akta.pro secondary industries

Event Rentals (Tents, Furniture, A/V, Decor) (HSACAAAG), Exhibition, Retail & Experiential Design (BPAHAKAL), Venue Decor Setup, On-Site Styling & Breakdown (HSACAOAO)

Keywords

• Event overlay services
• Temporary structures
• Bespoke venue design
• Modular structures
• Event infrastructure

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Overlay Consulting Services: Technical and creative design, project planning, preliminary and detailed budgeting services. Covers infrastructure design, interior design, and technical design for events and venues.
2. Overlay Delivery and Equipment: Turnkey project delivery including temporary structures (Forum, Saddle Span, Stretch Tent, Multideck, Rondo, Q.WAD, Pagoda, Miniform, Maxiform, Evolution, Multiform Arcum, Multiform A-Frame), fit-out, furniture, custom fabrication, HVAC, power distribution, cabins, toilets, branding, wayfinding, staging, fencing and barriers.
3. Business Solutions - Engineered Environments: Design, build and fit-out of bespoke semi-permanent and permanent structures. Includes experiential design, fast track contracting, and innovative modular solutions for diverse industries.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Wicked designs, builds, and delivers bespoke temporary venues and overlay solutions for events, sports, and brand activations. The company provides end-to-end services spanning overlay consulting (creative/technical design, planning, budgeting), overlay delivery (turnkey supply of temporary structures, fit-out, furniture, fabrication, HVAC, staging, and barriers), and business solutions (semi-permanent and permanent engineered structures). Each project is custom-engineered and managed from concept through dismantle.

Product overview

Wicked is a design-led temporary structure and overlay services company operating as part of the GL events Group. The company offers a unified portfolio organized around three core service pillars: Overlay Consulting (technical/creative design, project planning, budgeting), Overlay Delivery (turnkey equipment and services), and Business Solutions (bespoke semi-permanent and permanent structures). The Overlay Delivery service includes an extensive range of temporary structures including Forum, Saddle Span, Stretch Tent, Multideck, Rondo, Q.WAD, Pagoda, Miniform, Maxiform, Neptunus Evolution, Multiform Arcum, and Multiform A-Frame, complemented by supplementary services for fit-out, furniture, custom fabrication, HVAC/power distribution, cabins/toilets, branding/wayfinding, staging/grandstands, and fencing/barriers. The Q.WAD modular system enables adaptable multi-level spaces, while Business Solutions extends capabilities to semi-permanent and permanent engineered environments.

Differentiator

Problem solved

Functional benefit

Products and services

• Overlay Consulting Consulting service covering technical and creative design, project planning, and preliminary and detailed budgeting for events and venues. For enterprise clients needing bespoke overlay design proposals.
• Overlay Delivery Turnkey supply and execution of overlay equipment and services for events, including temporary structures, fit-out, furniture, fabrication, HVAC/power, branding, staging, and barriers. For event organizers, sports federations, and brand activation clients.
• Business Solutions Design, build, and fit-out of bespoke semi-permanent and permanent structures, including experiential design, fast-track contracting, and innovative modular solutions. For commercial, retail, and industrial clients needing adaptable engineered environments.
• Forum Structure Clear span temporary structure available in 20m and 30m sizes with horizontal ABS panels and horizontal glass panel cladding. For exhibitions, corporate events, and activations.
• Saddle Span Structure 18m x 21m PVC temporary structure designed for stage covers, event shading, concerts, and gala dinners.
• Stretch Tent Neoprene stretch tent available in 10m x 15m and 15m x 20m sizes used for event shading, open-air hospitality spaces, and majlis areas.
• Multideck Modular Structure Modular temporary structure in 5m x 5m grid configuration supporting up to 2 levels, with ABS, glass, and PU materials. Used for hospitality pavilions, royal enclosures, lounges, brand activations, and elevated viewing areas.
• Rondo Circular Structure Circular temporary structure available in 10m and 15m diameters with ABS, glass, and PU options. Used for brand activations, kids zones, and showcase spaces.
• Q.WAD Modular System Proprietary modular space system in 5m x 5m grid supporting up to 3 levels with glass and PU cladding. Delivers high-quality, adaptable, quickly installed spaces without compromising on engineering or design.
• Pagoda Tent Square tent available in sizes from 3m x 3m to 12m x 12m with ABS, glass, and PVC cladding options. Used for shades, F&B stalls, and site compounds.
• Miniform Structure Small-scale gable temporary structure available in 3m, 4m, 6m, and 8m sizes used for tunnels, terrace covers, and F&B stalls.
• Maxiform Structure Large gable temporary structure available in 15m and 30m sizes used for event performances, shows, gala dinners, and exhibitions.
• Neptunus Evolution Structure Large-scale clear span temporary structure available in 30m and 40m gable configurations used for large exhibitions, event performances, shows, and gala dinners.
• Multiform Arcum Structure Arc-shaped temporary structure available in 10m to 25m gable sizes used for hospitality pavilions, lounges, and catering tents.
• Multiform A-Frame Structure A-frame temporary structure available in 10m to 40m gable sizes used for various event applications.
• Fit-out, Furniture & Custom Fabrication Complete fit-out and custom fabrication solutions produced in-house by the Décor & Fabrication Team. For overlay projects requiring bespoke temporary interiors, furniture, and custom-built elements.
• HVAC, Power & Power Distribution Sustainable temporary power and HVAC solutions designed for maximum efficiency with state-of-the-art technology. For overlay projects requiring climate control and electrical distribution.
• Cabins & Toilets Temporary and permanent toilet and ablution services covering site construction, mid-range, and high-end VIP applications, plus cabin and containerized solutions for overlay sites.
• Branding & Wayfinding Event site branding and wayfinding services that follow brand guidelines and accurately represent event identity across overlay sites.
• Substructures, Staging & Grandstands Custom sub-structure solutions including custom leveling, elevated sight lines, concert-style staging, ceremonial platforms, and mass-crowd seating for overlay projects.
• Fencing & Barriers Fencing and barrier systems suitable for site containment, crowd management, and safety control at overlay projects.

Quantifiable outcome

• Partnership with DP World Tour Championship since 2012, with Wicked Bar presence at 15th hole from 2012-2025

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• GL events GroupcoreStrategic or Co-development Partner · 1 January 2007Wicked is a member of GL events Group, a global leader in event industry infrastructure with 4,500 employees, 90 locations, and €1.6bn annual turnover. This partnership provides Wicked with decades of expertise, global standards combined with local Middle East insight, and strengthens their ability to deliver exceptional projects regionally. The relationship allows Wicked to leverage group resources, best practices, and international network while maintaining local operational capabilities.

Scale indicators5 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Neptunus: Global temporary structure manufacturer whose Evolution structure Wicked deploys in the UAE; competes directly with Wicked in mid-to-large format clearspan structures for exhibitions, gala dinners and corporate events.
• Losberger De Boer: International supplier of temporary and semi-permanent buildings competing in the same tent, clearspan and modular overlay market as Wicked across European and Middle Eastern events.
• HTS tentiQ: Global manufacturer of aluminium and clearspan temporary structures serving events, sport and industrial markets; comparable product range to Wicked's Forum, Maxiform and Multideck lines.
• Röder HTS Höcker: German tent and clearspan structure manufacturer providing competition in the same event and exhibition overlay category as Wicked's Saddle Span, Pagoda and Maxiform ranges.

Broad incumbents

• GL events Group: Parent company and global diversified events infrastructure group (€1.6bn turnover, 4,500 staff, 90 locations) operating across event organisation, venue management and temporary structures - the same ultimate market Wicked serves.

Regional players

• Al Laith Event Services: UAE-based provider of event infrastructure, scaffolding and temporary structures serving sports, concerts and corporate events in the same GCC market as Wicked.
• Sahara International Tents & Buildings: Middle East temporary tent and building provider delivering structures for exhibitions, sports and hospitality events in the same geographies as Wicked.
• AES (Arabian Exhibition Services): Middle East exhibition organiser and event infrastructure contractor that competes with Wicked for corporate event, exhibition and conference overlay work in the GCC.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wickeduae
• LinkedInlinkedin.com/company/wicked_uae
• Instagraminstagram.com/wicked_uae
• Xx.com/Wicked_uae

Revenue estimate

Valuation estimate

Number of profiles

Profiles29 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wicked