News

PALME Middle East 2009 pledges greater focus on the Install market (12/1/2009)

New Integrator Pavilion set to debut: All major sponsors named

IIR Exhibitions have made a dynamic response to feedback from PALME Middle East exhibitors, by pledging greater focus on the Install market - in both the Commercial and Residential sectors - for PALME Middle East 2009.

Exhibition Director, Alex Heuff, has confirmed that a dedicated Install Middle East vertical show will provide the hub of this year's PALME Middle East on April 26-28 2009 at the Dubai International Exhibitions Centre. He believes the dedicated event will project the Middle East's premier convention for professional sound, lighting, music, audio visual and systems integration into a new league.

As part of the continuing evolution of the PALME brand, Install Middle East will have its own dedicated space and entrances (in Halls 7 and 8), spanning 8,000 sq. metres, and hosting more than 150 exhibitors. The show will also feature for the first time an Integrator Pavilion, which will allow up to seven of the region's major project consultants and installers to show their portfolios.

Mr. Heuff states: "The Pavilion is specifically for regional systems integrators and is aimed at attracting the property developers and consultants who work with them. The Pavilion will be located near the Install VIP Lounge where visitors can relax and chat - away from the busy show floor."

Quick to jump on board as the Pavilion's official sponsor was Christie, the North American high-end digital projection company having originally set up a regional operation in Dubai to coincide with PALME 2005. Since then they have almost doubled their space requirements to 84 sq. metres.

Commenting on the decision, Christie EMEA marketing manager, Brant Eckett, stated: "We said after last year we wanted to see more integrators and are delighted to be the sponsor of this new feature. We have again taken a larger space with a stand that faces right onto the Pavilion."

Underpinning this, PALME Middle East also aims to host a round table discussion on the morning of the second day, directed at the sector. "This will debate issues currently facing integrators in the current economic climate and will be open to all systems integrators to attend," says the exhibition director.

With several leading practices provisionally confirmed for the Pavilion, Alex Heuff says that PALME Middle East 2009 appears to be bucking the global credit crunch, having sold its other two prime sponsorships.

With a programme aimed at energy efficiency and sustainable interiors, lamp giants Philips Lighting are this year's Platinum sponsors, while Mindstec Distribution FZCO, who specialise in distributing high-end AV products, managing distribution networks for various manufacturers across Europe, Middle East, and Africa, are the Gold sponsor.

Anissa Abbou, Senior Marketing Architectural & Communication Manager, Philips Lighting Middle East, commented "As we are a global leader in lighting, playing a major role in every segment from general to special lighting, the PALME audience offers a significant potential for our business.

"Becoming a Platinum sponsor ensures that our brand will be visible in the major activities organised by PALME. Our product profile gels perfectly with PALME's entertainment sector, and we focus only on this show." At PALME Middle East 2009, in addition to a wide range of products for the entertainment sector - including lamp replacement through the rental companies - Philips Lighting will also focus on marketing their 'fast fit' concept. Other local-based PALME exhibitors can look back at a year in which their products and systems have become increasingly engaged in prestigious projects. Among them are AMX-me, ATEÏS Middle East, Extron, Gulf Commercial Group and Galtech.

www.install-online.com/middleeast