New vertical trade sectors grow PALME sales

The sixth PALME Middle East takes place from 27-29 April 2008 at the Dubai International Exhibition Centre. "We are targeting 20 per cent growth on this year's record-breaking show which firmly established PALME as the world's biggest integrated technology forum," said Exhibitions Director Alexander Heuff of event organisers IIR Exhibitions Entertainment and Installations Technology Group.

With PALME now occupying an unprecedented five halls plus the pavilion at the Dubai venue, Heuff revealed that stand space for the show is already more than 70% sold. More than 7,000 visitors attended this year's three-day event at the end of May with 272 exhibitors representing 800 companies. "We will certainly be building on the phenomenal success of this year," said Heuff, who is fine tuning the range of vertical events that make up PALME Middle East.

"To manage this year's growth it has been necessary to organise the show into clearly defined sectors and people will certainly notice the difference," Heuff added.

"Due to the escalating incentives industry in the Gulf we are anticipating a totally new audience, with corporate and event managers joining our established visitor base."

The change of emphasis has attracted a raft of first time exhibitors. One participant in the Event 360 sector - Purple Fire - has immediately become a platinum sponsor. The repositioning of Event 360 targets the growing number of event managers throughout the Arabian Gulf meetings and incentives industry with a programme of conferences and awards. One of these will be a special Live Sound Stage with LOBO presenting a dynamic laser display.

Another innovation will be a fully-integrated Smart Residential Homes zone, constructed on 80 square metres and sponsored by AMX and major residential distributors EON providing one of the highlights of the Install sector. "We are targeting all of the Gulf Co-operation Council countries and this will be reflected in both the commercial and residential sectors of Install Middle East," Heuff said.

As with previous years, PALME Middle East will take a well earned break from its B2B profile and take on a party vibe at Musac. Entries have been called for the Pioneer-sponsored PALME DJ competition with $20,000 worth of prizes.

Education will also feature with a programme of seminars and workshops. Among organisations participating will be the SAE Institute, the world's largest audio engineering training facility.

The boom in regional commercial project development will be reflected in the architectural lighting sector. Companies such as Martin Professional will be heavily involved, while the Middle East Lighting Design Awards gala dinner will build on last year's prestigious inaugural event.