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Event Lab Launches MISTIKA, a Disruptor in the Middle East’s Arts, Culture, and Entertainment Landscape

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Event Lab, known for its remarkable growth and accomplishments over the past ten years in the events industry, is proud to announce the launch of their Arts, Culture and Entertainment department’s new brand, MISTIKA. MISTIKA is filling the gaps in the industry and revolutionizing the region’s arts, culture, and entertainment landscape. This highly anticipated venture promises to ignite creativity, celebrate diversity, and redefine the impact of the region’s cultural identity on the industry.

As an Arts, Culture, and Entertainment company rooted in authentic representations, MISTIKA fills the industry’s void by providing meaningful productions and access to extensive cultural knowledge. With a distinctive community of local, regional, and global talents, MISTIKA aims to be the go-to creative consultancy specializing in cultural entertainment, live music and performing arts in the region.

With a diverse range of core services, MISTIKA offers unparalleled experiences to its clients including:

Entertainment Programming and Curation:

Expert curation of live entertainment and immersive experiences within carefully crafted programs for live events, venues, theaters, parks and many more.

Bookings & Tour Management:

A dedicated team committed to connecting clients with top-notch talent, ensuring seamless logistics, and managing all aspects of tour planning and execution. MISTIKA also exclusively represents key pop culture artists in the region including Hamza Namira, Aziz Maraka, 47Soul, Elmorabba3, Elfar3i, Abu, Jadal, Autostrad

Culture & Heritage Expertise:

Specializing in cultural festivals and heritage-themed events, MISTIKA engages audiences with the history, traditions, and artistic expressions of the region, fostering a deep-rooted understanding of the cultural richness.

Show Production & Teams:

From conceptualization to execution, MISTIKA brings together teams equipped with the skills and expertise necessary to deliver seamless live shows, ensuring that every aspect of the production aligns with clients’ visions and objectives.

Consulting:

Collaborating closely with clients, MISTIKA develops tailored strategies and solutions that align with their goals, providing valuable insights, strategic guidance, and industry knowledge to optimize the impact and success of entertainment projects.

MISTIKA is the creation of the visionary founders of Event Lab, Nadim Jamal and Murad Shisha who joined forces with the acclaimed Jimi Elgohary. Together they collectively bring over 50 years of experience in event management, show production, entertainment curation, programming, music production, live entertainment, bookings, tour management, event operations, and mega event productions.

“At MISTIKA, we celebrate culture and serve as a platform that preserves, curates, and expands on the rich historical and contemporary artistic essence of the Middle Eastern cultures, and beyond,” said Jimi Elgohary, Executive Producer at MISTIKA. “We are thrilled to embark on this exciting new chapter and invite everyone to join us on this exciting journey.”

“MISTIKA is a catalyst for cultural transformation and through our innovative programs and immersive experiences, we aspire to spark a renewed passion for arts, culture, and entertainment in the region, fostering dialogue and appreciation for diverse artistic expressions”, he continued.

MISTIKA’S portfolio already includes key projects such as the KSA Pavilion at EXPO 2020 in Dubai, the Arabic Jazz Festival in Dammam, the SeaWorld Grand Opening in Abu Dhabi, and Al Ula Cinema Week in Al-Ula.

Derived from the Arabic word for mastic, a precious resin with a history spanning over two millennia, MISTIKA represents a treasured substance in the hands of those who know how to utilize it, producing the most exquisite artistic results. Just like mastic, MISTIKA is a harmonious symphony of heritage, culture, and performing arts in the region.

MISTIKA, driven by a passionate team of visionaries, aims to bridge the gap between tradition and innovation, breathing new life into the vibrant tapestry of Middle Eastern arts. By fostering collaboration, embracing emerging talents, and showcasing diverse artistic expressions, MISTIKA is set to become a dynamic platform for cultural exchange and creative exploration.

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Minor Hotels Signs Avani+ Hanoi in the Vietnamese Capital

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Minor Hotels, a leading global hotel owner and operator, has signed a management agreement with Trading Construction Works Organization to operate Avani+ Hanoi, a 310-key hotel in Hanoi’s Bach Mai Ward.

Scheduled to open in 2028, the hotel forms part of a mixed-use precinct anchored by Hinode City, a new lifestyle mall, alongside 1,099 residential and serviced apartments. Located at the intersection of Minh Khai and Kim Nguu Street, the development benefits from a vibrant neighbourhood and convenient transportation links with the city’s Old Quarter a 10-minute drive away.

Avani+ Hanoi marks a continuation of Minor Hotels’ growth in Vietnam, where the group operates four properties under its Anantara and Avani brands – Anantara Hoi An Resort, Anantara Mui Ne Resort, Anantara Quy Nhon Villas and Avani Quy Nhon Resort – along with luxury train carriages, The Vietage by Anantarav. The signing extends the group’s footprint into one of Vietnam’s key metropolitan areas and establishes its first property in the nation’s capital of Hanoi.

The premium lifestyle hotel will bring the Avani brand’s distinctive design and energy to the city, with facilities including an indoor swimming pool and deck, a fitness centre, all-day dining and specialty restaurants along with meeting and function spaces. Avani+ Hanoi’s central location caters to corporate travellers, long-stay and leisure guests.

Avani+ Hanoi and the broader Hinode City mixed-use development are among the latest projects of the Trading Construction Works Organization, a diversified corporation with a presence across real estate, industrial manufacturing and energy sectors.

“This is our first branded hotel in a major Vietnamese city, and the central Bach Mai Ward is the right place to start. Avani+ Hanoi’s prime location gives us a genuine hub in the capital, with strong appeal to both business and leisure travellers seeking a wellconnected urban base.”

Omar Romero, Chief Development and Luxury Officer, Minor Hotels

“This agreement marks the beginning of a long-term partnership with Minor Hotels and reflects our shared vision of bringing international hospitality standards to Hinode City. We are confident that Avani+ Hanoi Hotel will set a new benchmark for premium hospitality in Hanoi while creating lasting value for guests, investors and the wider community.”

Vo Toan Cong, Chairman of Gerbera-II Hospitality One Member Company Limited, a subsidiary of Trading Construction Works Organization.

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FUTURE HOSPITALITY SUMMIT HONOURS VISIONARY LEADERSHIP IN SHAPING THE FUTURE OF TOURISM AND HOSPITALITY

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Future Hospitality Summit – FHS World today announced the winners of this year’s FHS Awards, presented to exceptional leaders and visionaries in hospitality and tourism at FHS World, taking place from 29 September – 1 October at Madinat Jumeirah in Dubai.

Representing unparalleled leadership, vision, achievement, excellence and innovation, the accolades will be presented by His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman Dubai Holding, Dubai Airports, Emirates Group; President, DCAA, and patron of Future Hospitality Summit, at the FHS Awards ceremony on Tuesday, 29 September.

His Excellency Abdulla bin Touq Al Marri, UAE Minister of Economy and Tourism, receives the FHS Leadership Award, recognising his leadership in advancing the UAE’s economic diversification and elevating tourism and hospitality as strategic pillars of national growth, investment and global competitiveness.

Sir Tim Clark, President Emirates Airline, is awarded the FHS Lifetime Achievement Award in recognition of his decades-long, extraordinary contribution to the global aviation and hospitality industry.

Jonathan Worsley, Chairman of The Bench, organiser of FHS World, said: “FHS Awards are reserved for the industry pioneers and leaders whose dedication and innovation have been – and continue to be – pivotal to the success of the Middle East’s tourism and hospitality industry.  Following nominations from the FHS Advisory Board, we are delighted to name this year’s winners as His Excellency Abdulla bin Touq Al Marri and Sir Tim Clark, two true visionaries who are respected globally for inspiring excellence and shaping the future of the industry.”

FHS Leadership Award: HE Abdulla bin Touq Al Marri, UAE Minister of Economy and Tourism

H.E. Abdulla bin Touq Al Marri was appointed UAE Minister of Economy in July 2020. Since then, he has advanced the country’s new economic model and elevated tourism as a core pillar of diversification and growth. In June 2025, the UAE Government renamed the Ministry of Economy as the Ministry of Economy and Tourism, with H.E. Bin Touq leading the expanded mandate through 2026. As Chairman of the Emirates Tourism Council, he has championed the UAE Tourism Strategy 2031, integration across the seven emirates, public-private collaboration and a unified national tourism identity. He also led the UAE delegation at the 2025 UN Tourism General Assembly, where H.E. Shaikha Nasser Al Nowais was confirmed as Secretary-General for 2026–2029, the first woman and Emirati to lead UN Tourism.

Lifetime Achievement Award: Sir Tim Clark, President, Emirates Airline

As President Emirates Airline since 2003, Sir Tim Clark has driven Emirates’ rapid growth into the world’s largest international airline serving 130 cities on six continents via its hub in Dubai. He has also steered the airline through multiple challenges affecting the aviation industry, including a the Covid pandemic and, more recently, the impact of regional tensions.

Mr Clark has been in the civil aviation business for his entire professional career, joining British Caledonian in 1972, moving to Gulf Air in 1975 and to Dubai 1985, when he became a member of the founding team of Emirates as Head of Airline Planning.

His numerous awards include CAPA Airline Executive of the Year (2022) for his individual influence on the aviation industry, strategic thinking, and innovative direction for the growth of Emirates and the industry. A year later, Future Travel Experience presented him with its first-ever FTE Visionary Award in recognition of his influence in shaping the industry. He has also received Air Transport World’s Lifetime Achievement Award.

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RAW Coffee Company Launches PROOF Bakery, Bringing Fresh Baking to Its Specialty Coffee Experience

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RAW Coffee Company has launched PROOF Bakery, a new bakery concept that expands the company’s specialty coffee and café offering. Located within RAW Café, PROOF will offer guests a selection of breads, pastries and baked goods, available to enjoy in the café or take away.

Launched this September, PROOF has been developed by RAW’s in-house F&B team, leveraging the company’s existing expertise across hospitality and food and beverage operations. The bakery strengthens the connection between RAW’s coffee and food offering, while giving the business greater control over product quality, consistency and development. Everything is made from scratch in-house, with the bakery designed to give guests a closer view of the baking process through open windows overlooking the café.

The initial range includes sourdough and white loaves, brioche buns, plain and olive ciabatta, simit, baguettes, butter, almond and chocolate croissants, cinnamon buns and a selection of danishes. PROOF will also introduce a series of regionally inspired products as the range develops, with the offering evolving alongside customer preferences.

“The launch of PROOF marks an important step in RAW’s evolution as a business. While specialty coffee remains at the heart of what we do, we are increasingly looking at opportunities to expand into complementary verticals that build on our expertise and respond to evolving customer needs,” said Matt Toogood, CEO of RAW Coffee Company. “PROOF allows us to build on the capabilities we already have within the business while creating a new avenue for growth. We see the potential for it to develop beyond our own cafés and serve a wider B2B market over time.”

Alongside the launch of PROOF, RAW has also revamped the mezzanine at RAW Café, creating a more work-friendly space for guests. The refreshed area is designed to provide a comfortable environment for those looking to work, meet or spend more time at the café, further enhancing the overall RAW Café experience.

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