The Middle East is rapidly emerging as one of the world's most ambitious and influential regions for large-scale digital signage and experiential projects. From landmark developments such as the King Abdullah Financial Distract in KSA to transformative urban and commercial spaces, the region is redefining what's possible when technology, architecture and storytelling converge. This session will explore beyond the technology; the discussion will also focus on the people behind these projects. Joined by Colin McDermott, Nita will share just how intense the focus on collaboration truly is, across designers, integrators, brands and partners to deliver projects of this magnitude.