London-headquartered brand experience agency onepointfive has announced its expansion into the Middle East with the opening of a new office in Dubai. The move marks the agency’s first physical presence in the region and signals its intent to tap into one of the world’s fastest-growing experience-led markets.
The expansion coincides with a major international assignment for long-term client Shopify at the inaugural Shoptalk Luxe event in Abu Dhabi. The project serves as onepointfive’s first flagship activation in the region and underscores its ambition to deliver design-led, culturally relevant brand experiences at scale.
Founded in 2019 by Rob Pryce and Joel Barsch, onepointfive was built on the belief that brand experience should bridge strategic B2B thinking with emotionally resonant B2C creativity. Since inception, the agency has worked with global brands including Shopify, Bumble, Longchamp, and Microsoft, earning a reputation for people-first experiences that deliver measurable business outcomes.
The Middle East operation will be led by the founders, with plans to rapidly build a local team by drawing on regional talent while leveraging the agency’s creative and strategic expertise developed across Europe, the US, and Asia. As demand grows for immersive, design-driven brand engagements, onepointfive aims to apply its proven delivery model to a market shaping the future of live and experiential marketing.
Rob Pryce, Founder, onepointfive, said, “Our clients are increasingly global, and so are the opportunities for experience-led marketing. The Middle East is investing in experiences at a scale and ambition that’s unmatched, and Shoptalk Luxe gives us the perfect launch platform to bring our way of thinking to the region, combining strategic B2B thinking with the emotion and craft of world-class B2C design.”
Joel Barsch, Founder, onepointfive, added, “We don’t believe in cookie-cutter activations or short-term, churn-and-burn RFP culture. Whether it’s a tech exhibition in Cologne or a consumer activation in London, people want to feel something real. Our aim in the Middle East is to bring that same philosophy: exceptional client service, creative firepower from London, and deep cultural understanding on the ground.”
The Dubai launch is anchored by onepointfive’s work for Shopify at Shoptalk Luxe, an ultra-premium B2B conference and exhibition for senior leaders in luxury, retail, and technology. The agency has designed a bespoke brand environment featuring a custom-built pavilion, immersive product demonstrations, private meeting spaces, and a beachside cabana hospitality experience for C-suite attendees.
For Shopify, the objective was to move beyond the traditional trade stand and create an environment inspired by a luxury retail space. Every element was carefully crafted to deliver a refined, human-centric experience that blends product storytelling with high-end design, demonstrating how corporate brand experiences can be as engaging and culturally relevant as consumer activations.
The Middle East expansion builds on onepointfive’s longstanding partnership with Shopify across the UK, Europe, and APAC, where the agency has supported the evolution of Shopify’s physical brand presence through sustainable exhibition systems, owned conferences, networking platforms, and C-suite hospitality programmes designed to foster long-term relationships.
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