‘Design and events are not just about aesthetics,” says Naam Creations CEO

In an exclusive interview with Arabian Business, Arpit Mehrotra, CEO at Naam Creations revealed how the company evolved from a design-focused firm to a comprehensive solutions provider by bringing production capabilities in-house, a move that proved pivotal for the company’s growth.

“I’ve always been captivated by the power of creativity and its ability to transform ordinary spaces into extraordinary experiences,” Mehrotra said, reflecting on what inspired him to enter the events and design industry.

“Design and events are not just about aesthetics or logistics; they’re about storytelling, creating emotions, and leaving lasting impressions,” he added.

This belief fuelled his passion and shaped his journey. The dynamic and ever-evolving nature of the industry, with its constant challenges to innovate and adapt, served as a catalyst to establish Naam Creations. “Seeing the joy, excitement, or awe on people’s faces when they experience our work fuels my passion every day,” Mehrotra explained.

When asked about the motivation behind founding Naam Creations, Mehrotra said, “The thrill of taking a project from start to finish—through concept, design, fabrication, and execution—is what truly excites me.” Initially focusing on designs and concepts, the company outsourced execution. However, this approach soon revealed its limitations.

“Relying on external vendors – resulted in limited control over quality, timelines, and outcomes. By owning the entire process, we delivered better results, built stronger client confidence, and positioned ourselves as a comprehensive solutions provider,” he explained.

This strategic decision became a game-changer, enabling Naam Creations to take on larger and more complex projects while exceeding client expectations.

Today, Naam Creations boasts a team of over 100 passionate professionals, delivering more than 200 projects annually, ranging from interior fit-outs and theming solutions to exhibition stands and sculptures.

The future of events and marketing in the Middle East

As the Middle East’s events and marketing industry continues to grow, Mehrotra envisions significant transformations in the next five years. “What I see is tremendous growth, driven by art, innovation, and technology. Immersive experiences using AR, VR, and AI will redefine audience engagement, while hybrid events will blend physical and digital platforms for greater reach,” he said.

Sustainability, he noted, will also play a crucial role. “In recent years, people have started taking sustainability very seriously, not just regionally but globally. Sustainable practices in marketing, event design, and production will become essential,” he said. “Differentiation and cost-effective solutions will be key.”

Navigating success in a competitive industry

When asked about the qualities needed to succeed in this competitive landscape, Mehrotra emphasised balance. “For me, success is about trust, reputation, repeat clients, employee well-being, and, of course, commercial growth,” he said. “Creativity drives unique, standout solutions, while adaptability helps navigate evolving trends and client needs.” Attention to detail and consistency also emerged as vital traits in his formula for success.

Discussing the role of technology and sustainability, he underscored their importance in shaping the future of marketing and design. “Technology will enable more immersive and personalised experiences, transforming how brands engage with audiences. Sustainability will become essential, with brands adopting eco-friendly practices to meet consumer demand responsibly,” he said.

This dual focus will not only drive innovation but also create impactful, efficient, and environmentally conscious solutions that redefine the industry’s standards.

For those looking to make their mark in the Middle East, Mehrotra offered sage advice. “Discover your passion and stay committed to it. Continuously innovate and refine your skills, and never stop learning,” he urged. “Consistency, combined with passion and a growth mindset, is the key to success. With these elements, success is bound to follow.”

Looking ahead, Naam Creations’ journey is far from over. With remarkable growth – the company has expanded fivefold in just three years – it is now preparing for the next phase of its evolution. “The future looks bright, and we plan to expand to a larger facility since our current 15,000-plus square-foot space is becoming too small for us,” he revealed.

“We will be focusing more on residential, theming, and art/sculpture-related projects in 2025,” he concluded.