What Designlab Experience does

Designlab Experience (DLE) is a Dubai-headquartered bespoke experience design studio founded in 2007, with regional offices in Riyadh and Beirut and a team of 51–100 employees. The studio designs and produces immersive environments that fuse architecture, art installations, AV technology, theatrical set design, lighting, and custom fabrication, delivering projects across ultra-luxury private events (royal weddings for 300–750 guests), government cultural activations (the Layali Diriyah festival drawing 110,000+ visitors across a 35,000 sqm site), and real-estate brand experiences at flagship exhibitions such as Cityscape Global. Notable production capacity is evidenced by the Lucid Dream event in 2014, which mobilized 600 team members including 45 dancers, 65 musicians, and an international cast of installation artists and orchestras.

DLE operates a professional services model, generating revenue through commissioned bespoke projects rather than standardized product or subscription pricing. Customer segments span Luxury Private Events (HNW and royal families), Real Estate Developers (Arabian Dyar, Masar), Government & Cultural Institutions (Diriyah Gate Development Authority), and Luxury Brands, with go-to-market driven by event visibility, press coverage, and a curated portfolio rather than traditional outbound sales. Service delivery is structured around a four-phase methodology (Conceptualize and Bring to Life), and is enabled by an in-house stack covering architecture, creative direction, project management, and production/fabrication, supplemented by a recurring bench of international collaborators including Azuma Makoto, Andy Cao, Xavier Perrot, Recycle Group, and David Trubridge.

The studio is privately held with no disclosed funding rounds or parent company, and is led by Co-Founder, Co-Owner, and Managing Partner Mootassem El Baba, Chief Operating Officer Yvonne Hoffzimmer, and Co-founder Hibah Albakree (Saudi operations). Repeat engagements with Diriyah Gate Development Authority and Masar over three consecutive years indicate durable anchor-client relationships, while the Riyadh office and 2025 Cityscape Global presence signal continued geographic expansion into Saudi Arabia. DLE is a registered trademark and the firm maintains press visibility in Vogue Arabia, Elle, WWD, ArchiPanic, and CID Magazine alongside owned channels on Instagram, YouTube, LinkedIn, and a monthly newsletter.

Name

Designlab Experience

Legal name

Designlab Experience

Website

https://www.designlabexperience.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

Designlab Experience specializes in developing transforming experiences through custom architectural and artistic design.

Ownership category

akta.pro rank

Product category

Experience Design Services

NAICS

Architectural Services (54131), Interior Design Services (541410), Graphic Design Services (541430), Other Specialized Design Services (541490), Industrial Design Services (541420)

SIC

Services-Amusement & Recreation Services (7900), Coating, Engraving & Allied Services (3470)

akta.pro primary industry

Exhibition, Retail & Experiential Design (BPAHAKAL)

akta.pro secondary industries

Interior Design Services (BPAHAKAB), Architectural Design Services (BPAHAKAA), Brand Experience (BX) & Service Design (BPAFAEAI), Event Signage, Props & Custom Installations (HSACAOAG), Event Theming, Mood Boards & Concept Design (HSACAOAH)

Keywords

• Experience design
• Architectural design
• Art installations
• Event production
• Immersive environments

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Bespoke Experience Design Projects: DLE generates revenue through commissioned bespoke experience design projects spanning architecture, installations, events, and multi-media integration. Projects range from private luxury weddings to large-scale public cultural events and exhibition pavilions.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Designlab Experience is a bespoke experience design studio that creates fully immersive environments through custom architectural design, art installations, AV technology, and theatrical set design. The studio commissions projects for luxury weddings, private events, cultural festivals, exhibition pavilions, brand activations, and retail/hospitality installations. Services span the full lifecycle from concept development and experience journey mapping to prototyping, fabrication, construction, and on-site installation supervision.

Product overview

Designlab Experience is a creative studio offering bespoke architectural design and transformative experience creation. The company operates as a unified service offering combining architecture, creative direction, project management, and production services. The portfolio spans six core service areas: Urban Experiences (cityscape exhibitions and pavilions), Weddings & Private Events (immersive event design), Brand Experiences & Exhibits (trade show stands and brand activations), Art Installations & Collaborations (artist partnerships and light installations), Performance Art & Stage Design (theatrical productions), and Retail & Hospitality Installations. These services are delivered through a four-phase methodology combining conceptualization, cultural research, narrative development, and full production including prototyping, installation, and craftsmanship in lighting, carpentry, and welding.

Differentiator

Problem solved

Functional benefit

Products and services

• Urban Experiences Design and creation of urban experience installations and environments for public spaces, including cityscape exhibitions, architectural showcases, and large-scale cultural event environments.
• Weddings & Private Events Bespoke wedding design and private event experiences, including immersive venue transformations, theatrical set design, and cinematic celebrations for high-net-worth clients and royal families.
• Brand Experiences & Exhibits Exhibition stand design and brand activation experiences that translate brand identity into spatial environments, including pavilions for trade shows such as Cityscape Global and Cityscape Riyadh.
• Art Installations & Collaborations Artistic installations created in collaboration with international artists, including light installations, sculptural works, and immersive exhibits co-developed with external creative partners.
• Performance Art & Stage Design Theatrical stage design and performance art production, including set construction, lighting design, and multi-sensory performance experiences.
• Retail & Hospitality Installations Spatial design for retail environments and hospitality venues, including pop-up markets, dining spaces, and cultural hubs.
• Architecture Services Comprehensive architectural services including space planning, material selection, CAD drawings, complex engineering specifications, detailed 3D designs and rendering, set design, lighting design, construction, and construction oversight.
• Project Management Services End-to-end project management including managing client expectations, contract administration, fabrication and production oversight, quality control, coordination of consultants and suppliers, procurement, logistics, budget and timeline management, and health and safety risk assessment.
• Creative Services Creative and art direction services including concept development, visual and design research, narrative development, interior and event styling, graphic designs, style guides, specifications, and print collateral.
• Production Services Production and fabrication services including prototyping, installation, testing, and specialized craftsmanship in lighting, carpentry, welding, and custom fabrication.

Quantifiable outcome

• Layali Diriyah 2024 attracted over 110,000 visitors during its two-month event
• +2 more outcomes

Named customers7 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

Feature3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Karim + Elias (UAE)coreStrategic or Co-development Partner · 1 January 2024Collaboration on 'From This Earth' installation at Layali Diriyah 2024, composed of over 1,400 hand-sculpted sand spheres stacked into porous screens evoking traditional mashrabiya. Also collaborated on 'Palm Whispers' installation using gold reflective material.
• Vendel and de Wolf (Netherlands)coreStrategic or Co-development Partner · 1 January 2024Collaboration on 'Fluxit' installation at Layali Diriyah 2024, featuring illuminated bamboo sticks arranged in teepee formation evoking bonfire glow, nodding to Saudi outdoor gathering traditions.
• David Trubridge (New Zealand)coreStrategic or Co-development Partner · 1 January 2024Collaboration on light installation at Layali Diriyah 2024, featuring saucer-shaped lanterns with cutout patterns casting light above and below, with pendant lamps suspended between trees providing ambient illumination.
• Stefan LubrinacoreStrategic or Co-development Partner · 1 January 2022Longtime collaborator and scenographer who worked on Memoir wedding event, designing theatrical spatial environments. Also collaborated on Echoes of the Coast project.
• Azuma Makoto (Japan)coreStrategic or Co-development Partner · 1 January 2022Japanese flower artist and botanical sculptor invited to collaborate on Memoir event, featuring over 300m2 of space covered in natural red flowers and ice sculptures containing floral arrangements.
• Ignace D'HaesecoreStrategic or Co-development Partner · 1 January 2022Lighting designer who contributed immersive lighting design for Memoir event, creating different lighting for each of the three spatial areas - natural/soft in Dome, dim/theatrical in Entrance, and strong/precise in Majilis.
• Recycle GroupcoreStrategic or Co-development Partner · 1 January 2022Art duo who conceptualized and executed mesh artwork for Memoir event, honoring the bride's memories and dreams as gallery-style installation.
• Hind Al QassimiminorStrategic or Co-development Partner · 1 January 2022Created custom tableware set for Memoir event, appropriating lines from HH Sheikh Zayed's poems onto napkins and tableware.
• Andy Cao and Xavier PerrotcoreStrategic or Co-development Partner · 1 January 2014Installation artists who recreated their renowned ephemeral Swarovski clouds for Lucid Dream event, enhancing the dream-like ambience with a twinkling canopy.
• Amy Tinkham (Los Angeles)coreStrategic or Co-development Partner · 1 January 2014Los Angeles director and team who brought the bride's visual art to life for Lucid Dream event, coordinating the immersive entertainment experience.
• Roger Titley (South Africa)coreStrategic or Co-development Partner · 1 January 2014South African puppet designer who created three-dimensional magical creatures for Lucid Dream event.
• Jean Marie RiachicoreStrategic or Co-development Partner · 1 January 2014Award-winning composer who produced music for Lucid Dream event, including original score rearranging Moonlight Sonata as tribute to bride's childhood.
• Covent Garden OrchestracoreStrategic or Co-development Partner · 1 January 2014Orchestra that performed music produced by Jean Marie Riachi for Lucid Dream event, conducted by Pamela Nicholson.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• MAS Event Design: Dubai-headquartered luxury event and production studio serving high-end weddings, brand activations, and large-scale cultural events across MENA. Directly comparable to DLE in client type (HNW and royal), service mix (luxury event design), and geography.
• 2LK Design: German experience design studio specializing in retail, brand, and immersive spatial environments for luxury and cultural clients. Comparable to DLE in delivering bespoke spatial narratives that combine architecture, art, and brand experience for high-end clients.
• Imagination: London-based independent brand experience agency designing immersive brand destinations, cultural installations, and events for global brands and institutions. Comparable to DLE in the bespoke, narrative-led experience design offering and high-end client roster.
• MKG: US-based experience marketing and brand activation agency producing live events, immersive environments, and experiential campaigns. Comparable to DLE in delivering end-to-end experiential design for major brands with a creative-led approach.
• Sparks: Global experience design and production agency (part of GPJ) creating brand experiences, exhibits, and immersive environments. Comparable to DLE in producing large-scale brand and event experiences with integrated design and production.
• ESI Design: New York-based experience design firm specializing in museums, brand experiences, and immersive environments for cultural and corporate clients. Comparable to DLE in fusing architecture, narrative, and immersive media to create bespoke cultural and brand experiences.
• Local Projects: New York-based experience design studio focused on museums, cultural institutions, and brand environments using narrative and interactive design. Comparable to DLE in the bespoke, narrative-led cultural and brand experience design space.

Broad incumbents

• Jack Morton Worldwide: Global brand experience agency (part of IPG) delivering experiential marketing, events, and activations for major multinational brands. Broader and more scaled than DLE, but operates in the same brand-experience design category with overlap in immersive event work.
• George P. Johnson Experience Marketing: Large global experience marketing agency producing brand experiences, exhibits, and events across industries. Overlaps with DLE's exhibition and brand-experience work but operates at significantly greater scale and breadth.
• Pentagram: Independent global design consultancy working across brand identity, environments, and experiential design. Overlaps with DLE at the brand-experience intersection but operates as a much broader multi-disciplinary design practice.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/designlabevents
• LinkedInlinkedin.com/company/designlab-experience
• Instagraminstagram.com/designlabexperience/?hl=en
• Facebookfacebook.com/DesignlabExperience

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Designlab Experience