NEWSUBSTANCE: Creating unforgettable moments across the Middle East

NEWSUBSTANCE is a multi-award-winning creative studio that operates at the intersection of arts, entertainment and culture. With over 20 years of experience, the company specialises in orchestrating physically-led, technology-enhanced spectacles that captivate audiences and ignite imaginations.

The company’s approach seamlessly blends creative direction with fabrication, ensuring that every project not only looks stunning but also performs flawlessly. Driven by a strong design aesthetic and an engineering approach, NEWSUBSTANCE consistently delivers bold, ambitious projects that blur the boundaries between art, engineering, and technology.

NEWSUBSTANCE has collaborated with major entities, from the Dubai Department of Economy & Tourism to Saudi Arabia’s Giga Projects.  Its extensive portfolio in the region includes the Expo 2020 Dubai where it designed and delivered large-scale creative installations for the Opening Ceremony; and work across numerous National Day celebrations.

NEWSUBSTANCE's philosophy centres on creating "pin-drop pauses and thundering applause" – moments that leave audiences with "wide eyes, open minds and racing hearts." Every project is powered by a relentlessly curious collective of creatives, craftspeople, architects, artists, engineers and specialists.

In addition to its spectacular events, NEWSUBSTANCE excels in transforming spaces into immersive environments. The company’s portfolio spans artistic installations, iconic spatial interventions, pavilions and placemaking projects — each designed to redefine how people perceive and interact with their surroundings. A prime example is NEWSUBSTANCE’s delivery of the FIFA World Cup Clock in Doha, which combined seamless simplicity with a timeless symbol of innovation, creating a memorable landmark that captivated visitors throughout the tournament.

NEWSUBSTANCE's work has been recognised by leading industry publications and bodies, including Dezeen, Architizer, the International Design Awards, The Architect’s Newspaper, Design Week and Blooloop, amongst others.

From creative conception to immersive execution, NEWSUBSTANCE continues to orchestrate extraordinary experiences that blur the boundaries between artistry and engineering – delivering unforgettable moments that last.