Showforce was delighted to be asked to work with i2i Events Group and Showcase AVi to support them with this year’s World Retail Congress, when it was held at the Madinat Jumeirah, Dubai. Showforce has a longstanding relationship with Showcase AVi in the UK and Europe and recently extended their partnership to the UAE. It was the first time that the congress had been held outside of Europe and located in the Middle East. The conference is a platform for senior leaders across retail to come together to network and discuss major issues and trends affecting the sector.

Technical Crew

Showforce’s crew were onsite two days before the event began, their first task was to unload ten trucks full of trussing, lighting, audio and video equipment. The crew was divided into three departments: lighting, video and audio, across four smaller halls and one large hall within the Madinat Jumeirah building.

The work then began hanging trussing for light and sound and throughout the next two days of the event the crew were on hand to assist Showcase AVi with all of their requirements and installation of equipment.

On the final day, 4 senior crew and 26 crew worked through the night to derig the event, ensuring that all equipment was safely loaded back on to the trucks.

Event Staff

A highly experienced Showforce team of 57 hostess and registration staff were also on hand throughout the event, starting at 6am, with on-site briefings and all staff situated in their allocated places before 7am. Communication across the management team was essential as flexibility and accurate timings had to be built into the scheduling to cover for critical periods in key areas.

The experience of the registration staff was important in providing a professional front of house welcome to the arrival of the congress guests, managing the queues and ensuring accuracy with a polite and friendly approach. Three members of the team manned exhibitor stands for Deloitte and Global Rich, interacting with the visitors and representing the companies in a positive and polite manner.

Other members of the team were situated throughout the Madinat Jumeriah, directing and providing up to the minute information to guests and visitors, accurately scanning badges for exclusive meetings and presentations and checking presenters into the Speakers’ lounge. Each evening the hostesses were on hand at hotels and restaurants to guide guests to private dinners and transportation.

Natalie Wilkins production Manager i2i Event Group said: “I was impressed with the professionalism, dedication and energy of the whole team. The management team, the hostesses and registration team worked together with a friendly and helpful approach to provide a well-organised and flexible front of house operation that contributed to the success of the first ever World Retail Conference in Dubai.”