Why global brands are turning to the Middle East

Campaign Middle East: The Middle East is no longer just a destination. It’s becoming a stage – a global playground for large-scale branded entertainment where stories, technology, and culture collide in the most spectacular ways. As someone who’s spent years at the intersection of immersive experiences and destination-making in the region, I don’t see this shift as a surprise. It’s the result of a perfect storm: vision, investment, and timing, plus a little bit of magic (and a lot of cranes).