International events collective asembl.group, together with Formation Global, its specialist exhibitions partner, today announced the acquisition of Noble Live FZCOfrom veSpace, bringing the business into asembl.group as part of its continued international expansion strategy.
The move reflects sustained client demand across the Middle East, where activity has remained resilient despite wider geopolitical uncertainty. As businesses continue to invest in live experiences across the region, asembl.group is investing alongside them by strengthening its local presence, expanding its regional team and increasing its capability to support clients on the ground.
Penny Noble will continue to lead Noble Live Dubai alongside her experienced local team, ensuring complete continuity for clients while benefiting from the wider capabilities, investment and international reach of asembl.group. Formation Global will continue to complement the group’s Middle East proposition through its specialist exhibition and interiors expertise.
Gavin Farley, CEO of asembl.group, said:
“This isn’t simply about expanding our footprint. It’s about investing where our clients are investing. Over recent months we’ve continued to see strong demand throughout the Middle East, with projects moving forward despite wider challenges across the region. That confidence has given us the opportunity to strengthen our presence by bringing Noble Live into the asembl.group family and expanding our team on the ground.
Our long-term strategy has always been to build genuine regional expertise backed by international capability. Today we have established operations across the UK, the UAE and APAC, enabling us to support clients wherever they need us while maintaining the local knowledge and personal service that makes the difference. Noble Live is an exceptional business with an outstanding reputation, and we’re excited to invest in its future as part of the next phase of asembl.group’s international growth.”
Anita Lowe, CEO of veSpace, the previous owner of Noble Live, said:
“Noble Live has built an outstanding reputation in Dubai under Penny’s leadership, and it was incredibly important to us that the next chapter for the business was with organisations that shared the same values, entrepreneurial spirit and ambition for growth. We firmly believe that asembl.group and Formation Global are the right fit to take Noble Live forward. Together they bring complementary strengths across live events and exhibitions, international reach and a genuine commitment to investing in people and client relationships. We’re excited to see Penny and her team continue to grow the business as part of this next chapter.”
Jody Milton, CEO and Co-founder of Formation Global, added:
“Formation Global has built its reputation on delivering specialist exhibition solutions for international brands, and we’re excited to play our part in this next chapter. Noble Live adds outstanding local knowledge and relationships in the UAE, while asembl.group provides the wider international platform and live event expertise. Together we’re creating a stronger proposition for clients looking for seamless delivery across exhibitions and live experiences throughout the Middle East.”
Penny Noble, Managing Director of Noble Live Dubai, said:
“Joining the asembl.group family is an exciting milestone for Noble Live. Our clients will continue working with the same trusted team they know today, now supported by an international business that shares our ambition for growth and excellence. This investment allows us to build on everything we’ve achieved while creating even greater opportunities for our clients, our people and the future of the business.”
The addition of Noble Live marks another significant step in asembl.group’s international growth strategy. With established operations across the UK, UAE and APAC, and a growing network of specialist partners worldwide, the group continues to invest in regional expertise where client demand is strongest. By combining owned regional businesses with specialist partners, asembl.group is creating an international organisation that delivers genuine local expertise backed by global capability.
Further details on the group’s global operations and full-service offering are available at asemblgroup.co.
