Pioneering innovation in the event industry

Electra was born 32 years ago out of a vision to fill a significant gap in the market—a one-stop production house for high-end, custom-made solutions in the event and exhibition industry. Starting with a humble team of 14, Electra has grown into a formidable force of 550 employees, renowned for delivering fully integrated technical solutions and project management services across the Middle East. This journey from inception to becoming a key contractor for prestigious events like Art Dubai, Downtown Design, EXPO 2020, and the FIFA World Cup showcases a remarkable evolution. The company’s success in manufacturing and project delivery is underpinned by a dedication to quality, innovation, and a customer-first approach, greatly supported by strategic partnerships and platforms like RAKEZ, which have been instrumental in facilitating Electra’s growth and market reach.

Electra stands out in the competitive landscape of the event and exhibition industry through a unique blend of in-house production capabilities, a broad spectrum of technical solutions, and a steadfast commitment to sustainability and innovation. This unique positioning has allowed Electra to secure prestigious awards such as the Best Supplier and Best Employer at the Middle East Event Awards. The company’s journey towards sustainability and continuous improvement is highlighted by its pledge to the “Net Zero Carbon Events by 2050” initiative and the adoption of eco-friendly practices, with the support of RAKEZ’s business-friendly environment and efficient customs facilities enhancing Electra’s operational capabilities. Achievements in handling large-scale, complex projects for high-profile events and becoming the preferred contractor for luxury events in the region reflect Electra’s ability to exceed client expectations through unmatched quality, innovation, and commitment to sustainability.

Electra is poised for an exciting future, with plans for regional expansion, including the opening of a new factory in Saudi Arabia, and the launch of innovative, sustainable products. The focus remains on enhancing offerings and cementing the company’s position as a trusted industry supplier. Advice to new entrepreneurs from Electra’s journey emphasizes the importance of innovation, customer satisfaction, and sustainability, underlining the significance of a strong team and continuous improvement. RAKEZ’s ongoing support, through efficient processes, tailored solutions, and strategic partnerships, continues to be one of the cornerstones of Electra’s growth, exemplifying a shared dedication to contributing to the UAE’s economic development and the prosperity of the event and exhibition industry.