International events collective asembl.group has announced the acquisition of Noble Live FZCO from veSpace, marking another important step in the group’s international expansion strategy and strengthening its presence in the Middle East’s growing live events market.
The acquisition has been completed in partnership with Formation Global, a specialist exhibitions and interiors business within the group’s wider proposition. The move is designed to expand asembl.group’s regional capabilities and provide clients with greater access to local expertise, experienced teams and international event delivery capabilities.
asembl.group Expands Its Middle East Operations
The acquisition of Noble Live Dubai comes as demand for live events and experiences continues across the Middle East. Despite wider geopolitical and economic uncertainty, businesses in the region continue to invest in exhibitions, corporate events, brand experiences and other face-to-face engagement opportunities.
For asembl.group, this sustained demand represents an opportunity to increase its investment in the region. The company is strengthening its local presence, expanding its regional team and developing its ability to support clients directly on the ground.
By bringing Noble Live into the asembl.group portfolio, the company aims to combine Noble Live’s established reputation in Dubai with the broader international capabilities of the group.
Noble Live to Continue Under Penny Noble’s Leadership
Following the acquisition, Penny Noble will continue to lead Noble Live Dubai alongside the company’s experienced local team.
The leadership continuity is expected to provide a smooth transition for existing clients, while Noble Live will gain access to the wider resources, investment and international network of asembl.group.
Noble Live has established a strong presence in Dubai through its work in the live events sector. Its integration into asembl.group is expected to create opportunities for further development while maintaining the local relationships and service approach that have supported the company’s growth.
The continued involvement of Penny Noble and the existing team also provides continuity for clients and partners as the business enters its next phase.
Formation Global Adds Specialist Exhibition Expertise
Formation Global will continue to play an important role in asembl.group’s Middle East offering.
The specialist exhibitions and interiors partner brings complementary expertise across exhibition environments, interiors and related project delivery. Its capabilities can support the wider group proposition as demand for integrated event and exhibition solutions develops across the region.
The combination of Noble Live’s live events capabilities, Formation Global’s specialist exhibition expertise and asembl.group’s international network creates a broader platform for serving clients across the Middle East and other international markets.
Investing in the Middle East Events Market
The acquisition reflects a broader strategy by asembl.group to establish strong regional capabilities while maintaining an international operating model.
The Middle East has become an increasingly important market for exhibitions, conferences, corporate events, brand activations and live experiences. Dubai, in particular, continues to serve as a major international business and events destination, attracting companies, organisers and brands from markets around the world.
For event agencies and experience specialists, having teams located within the region can provide significant operational advantages. Local knowledge, established supplier relationships and an understanding of regional requirements can help businesses deliver projects more effectively.
asembl.group’s investment in Noble Live therefore forms part of its strategy to combine local expertise with international capabilities.
Gavin Farley Highlights Long-Term Regional Strategy
Gavin Farley, CEO of asembl.group, said the acquisition represents more than an expansion of the company’s geographical footprint.
According to Farley, the company has continued to see strong demand throughout the Middle East, with projects progressing despite broader challenges across the region. He said this client confidence has created an opportunity for asembl.group to strengthen its presence and expand its local team.
Farley also highlighted the group’s strategy of developing genuine regional expertise supported by international capabilities.
asembl.group currently has established operations across the UK, UAE and APAC, allowing the organisation to support clients across multiple international markets while retaining local knowledge and personalised service.
Farley described Noble Live as an exceptional business with a strong reputation and said the group is looking forward to investing in its future as part of the next stage of asembl.group’s international growth.
veSpace Supports Noble Live’s Next Chapter
The acquisition also marks a new chapter for Noble Live following its ownership by veSpace.
Anita Lowe, CEO of veSpace, said Noble Live had developed an outstanding reputation in Dubai under Penny Noble’s leadership. She explained that finding a new owner with similar values, entrepreneurial ambition and a commitment to growth was important to veSpace.
Lowe said asembl.group and Formation Global offer complementary strengths across live events and exhibitions, alongside international reach and an emphasis on investment in people and client relationships.
She also expressed confidence in Penny Noble and her team as they continue to develop Noble Live within the asembl.group organisation.
What the Noble Live Acquisition Means for Clients
The acquisition is expected to strengthen the range of services available to clients operating in the Middle East and international markets.
Existing Noble Live clients will continue to work with Penny Noble and the company’s established local team, while gaining access to the broader capabilities of asembl.group.
This approach is intended to provide continuity while creating additional opportunities for clients seeking international event support.
The combination could be particularly relevant for companies operating across multiple markets and requiring a consistent event partner with both regional knowledge and international delivery capabilities.
Growing Demand for Live Events Across the Middle East
The Middle East continues to attract significant investment in business events, exhibitions, conferences and experiential marketing.
Dubai has developed into an important hub for international events, with companies using the city to connect with regional and global audiences. Other markets across the region are also expanding their event infrastructure and attracting international business activity.
This environment has created opportunities for event agencies, exhibition specialists, production companies and experience-led businesses.
asembl.group’s acquisition of Noble Live comes against this backdrop, allowing the group to increase its regional capabilities while responding to demand from clients seeking support in the Middle East.
International Expansion Remains asembl.group Priority
The Noble Live acquisition forms part of asembl.group’s wider international expansion strategy.
Rather than relying solely on international project delivery from outside the region, the group is investing in established local businesses and teams. This model allows asembl.group to build regional knowledge while connecting local operations with its wider international network.
Its presence across the UK, UAE and APAC provides the foundation for supporting clients across multiple markets.
The addition of Noble Live further expands this network and strengthens the group’s position in the Middle East live events sector.
Noble Live Enters a New Growth Phase
With Penny Noble remaining at the helm, Noble Live enters its next stage with the support of a larger international organisation.
The company’s existing reputation and local relationships provide a foundation for continued development, while asembl.group brings additional resources, investment and international reach.
Formation Global’s specialist exhibitions and interiors expertise also complements Noble Live’s live events capabilities, creating opportunities for collaboration across different areas of the events industry.
The acquisition therefore represents not only a change in ownership but also an expansion of the capabilities available to Noble Live and its clients.
asembl.group Strengthens Position in Middle East Events
The acquisition of Noble Live FZCO demonstrates asembl.group’s continued commitment to expanding its international presence and investing in markets where demand for live experiences remains strong.
By combining Noble Live’s established Dubai operation with asembl.group’s international network and Formation Global’s specialist exhibition expertise, the group is building a broader platform for event and exhibition delivery across the Middle East.
With Penny Noble and her experienced team continuing to lead the Dubai operation, clients can expect continuity while gaining access to the wider resources and capabilities of asembl.group.
As investment in exhibitions, conferences, corporate events and live experiences continues across the region, the acquisition positions asembl.group, Noble Live and Formation Global to further develop their combined capabilities and support clients across an increasingly international events landscape.
