After twenty years in the UAE, one truth has become impossible to ignore: this region doesn’t reward just good intentions. It rewards presence. It rewards speed as well but only when it comes with substance. And above all, it rewards those who become trusted, not just those who are visible.
The Middle East isn’t simply a fast-growing luxury market. It is one of the few places in the world where the future feels like it’s being built in real time. You can feel it in the ambition of its cities, the sophistication of its clients, and the seriousness with which global maisons invest here. They don’t only come to be seen they come to be understood.
That’s what makes this region so demanding, and so inspiring to adapt this maison’s story with a regional eye!
A new chapter: The Officin, powered by WMH
Following the acquisition by WMH, Profirst France became The Officin. For us, this isn’t just a name change. It’s the opening of a new platform: one with the scale and ambition of a group, but with the discipline of an atelier. And it’s important
I lead The Officin in the Middle East with a conviction that has shaped my approach for years:
we don’t just build events we build trust through people.
The UAE isn’t “difficult.” It’s precise.
People often describe the region as intense. The pace is high, expectations are sharper than ever, and there is no tolerance for complacency. But if you understand the rhythm, you realize it isn’t pressure for the sake of it. It’s to align the other larger big players in the world be it in Europe, Asia…
Here with the competition the rhythm at which the city has been building itself is kind of “you snooze you lose” .
This is a place where a client message at 8pm or 11pm can carry weight. Not because anyone wants to test you, but because responsiveness here is connected to reliability, and reliability is connected to trust. In a region that moves quickly, trust is built through presence.
You have to love this industry. Otherwise, it won’t love you back.
A competitive market, and a privilege
Competition in the UAE is fierce, and I genuinely believe that’s healthy. It raises standards, fuels creativity, and pushes the ecosystem forward. Most importantly, it creates space for multiple players to contribute to what is, in many ways, a rare privilege: working alongside iconic maisons.
But there is also a quiet truth in luxury: brands don’t remember who was loudest. They remember who protected their interest not ours.
The real difference is human
We hear the same words everywhere: “storytelling, emotion, experience”. Everyone claims to create magic. But in reality, magic is not the deck, it is the people.
Stories are not told by concepts.
They are carried by humans who are behind these concept.
At The Officin, we work like an atelier: a collective of experts thinking for and with you. We don’t “present and disappear.” We co-work with our clients, we challenge assumptions, we build clarity, and we protect the integrity of what a maison stands for.
That approach is why relationships matter so deeply in our work.
With Richard Mille, I have a profound appreciation for partners who are truly hands-on, like Ahmed Chaaban. We work concepts together, we challenge each other, and yes, sometimes we tell each other off. That’s what transparency looks like when both sides care. It’s not always comfortable, but it is real. And it is often where the best work is born.
The same applies to other maison like Hermes, where we value the honesty and precision in the way projects are delivered. And across the region, we’ve had the privilege to collaborate with maisons such as Chopard and Chanel, and Ahmed seddiqi, each with their own standards, culture, and expectations of excellence.
The common point is always the same: the work is only as strong as the people behind it.
Luxury Events are built by effort.
In luxury, execution isn’t a technical task. It is a form of respect. It is how you protect a brand’s image, the guest’s emotion and journey.
Excellence is rarely dramatic. It is quiet. It is repetition. It is discipline. It’s the decision to rehearse again because something doesn’t feel aligned. It’s the choice to fix a detail no one will notice — because the maison will feel it.
One of the proudest moments of my career was Richard Mille’s “Uncharted Territory”, an ambitious execution that required absolute control under extreme conditions. It was delivered in a previous role, but it represents what I stand for today: creativity paired with responsibility, and boldness anchored by precision and novel ideas.
Because in the end, an event is not a performance.
It is a promise.
A commitment to the region
Leading The Officin in the Middle East means building a culture where human intelligence is valued as highly as creative talent. Where clients don’t simply buy ideas but gain partners. Where delivery is not only beautiful, but safe.
This region deserves that level of seriousness. It deserves partners who don’t chase noise, but build credibility.
And as The Officin grows in MENA under WMH, my ambition is clear: to create experiences that feel effortless to the guest, while being deeply intentional behind the scenes.
