Our business exploration in the Middle East
Fresh off a trip from the Middle East, Judith Hoch is ready to take her learnings into action. Read as she talks about the local culture and cuisine, the heat of the Middle East, and her plans for the studio.
by Judith Hoch
Welcome back from your trip! Tell us a little about the team’s first stop in Riyadh.
The warmth of the people in Riyadh was as clear as the desert sun. Our meetings there were promising, backed by the view of Riyadh’s changing skyline, showing the city’s rapid development and its commitment to its heritage.
We engaged deeply with the local culture and our understanding of Saudi social and business etiquette has grown with each visit, enabling us to interact with both confidence and respect. Our discussions were an opportunity to deepen our appreciation of a culture rich in history and to fortify our ongoing partnerships in the region.
We know what the power of food and flavors can do to our memories. What was the food like in building your experience?
Exploring local cuisine is a staple of any business trip, and Riyadh did not disappoint with its unique and comforting flavors. Each meal was an event, offering more than just food but a glimpse into the local lifestyle and generous hospitality.
Even a normal dinner at the hotel restaurant became memorable as it led to an entertaining discussion with the head chef who came out especially to welcome us and exchange special dishes he could prepare for us. Another unforgettable experience was dining at the Najd Village, where despite the heat, we dined outside under fans, surrounded by carpeted walls, sitting on the floor.
A standout meal was on our final night in Riyadh at the Bujairi Terrace, overlooking the historic Diriyah fort. The meal there wasn’t just about the food but also about enjoying the beautiful view and feeling connected to the history of Saudi Arabia.
How was your time in Dubai different from Riyadh?
Our time in Dubai was brief but starkly different. The city’s buzz, much like Hong Kong or New York, was a contrast to Riyadh’s quieter atmosphere. The heat in Dubai was more humid and challenging, making our short time outside very intense.
But we could not miss the obligatory quick stop at the Burj Khalifa tower, stepping out just long enough to capture its staggering height and architectural grandeur in photos—a moment that underscored the vast differences between the two cities. These 10 minutes in the humid sun made us miss the dry 48 degrees of Riyadh.
We learned from a local contact about how the city adapts to summer; for example, the Dubai Mall opens early at 6 pm for joggers to exercise in the cool of the mall—an innovative way to promote fitness and well-being.
This trip was a big step for the team. What were some takeaways that you learned?
Since its inception in 2011, BRS has been crafting global experiences, and this trip has further enriched our international operations. We’ve been active in the UAE and Saudi regions for several years, but the purpose of this journey was to rejuvenate our presence and forge relationships with new partners.
The insights gained go beyond typical business interactions; they’re about establishing new connections and exchanging stories, reinforcing our shared goal of designing events that bridge diverse cultures. Each potential partner showed genuine interest in our unique approach to immersive activations, which introduces fresh perspectives to comprehensive event planning. This visit to Riyadh and Dubai has not only carved out new avenues but has also reaffirmed our readiness to be an integral part of these dynamic regions’ event landscapes.
