Al Soudah Stand at ATM, Dubai 2025

Working once again with our long-standing creative partner Multilem Worldwide, Electra delivered a bold and environmentally conscious build for the Al Soudah stand. This project embraced a fully customised approach, transforming Multilem’s concept into a memorable and immersive journey inspired by the natural beauty of the region.

Sustainability was at the core of the execution. The stand featured eco-friendly paints, non-PVC graphics, reusable greenery, and energy-efficient lighting solutions. A standout element of the build was the use of real rock cladding on the main structure — a striking detail that paid tribute to Al Soudah’s rugged landscape while maintaining authenticity and visual impact.

With precision craftsmanship, thoughtful material choices, and a shared commitment to responsible design, the project delivered a purposeful and refined environment that echoed the spirit of the destination.

Built with precision and purpose, this project is a testament to how creativity and environmental responsibility can go hand in hand.

A big thank you to Multilem for trusting us once again with a visionary concept.