Client
Messe Frankfurt
Event
Beautyworld Awards 2024
Date
2024
Location
Conrad, Dubai
Services Delivered
- Theme development and design consultancy
- Venue liaison, negotiation and site inspections
- Supplier selection and cost negotiation
- Logistics planning and onsite management
- Registration and guest flow design
- Full client communication and support
The Brief
Messe Frankfurt wanted the 2024 Beautyworld Awards to feel bigger, more polished and more commercially successful than previous years. The goal was to elevate the overall experience, secure stronger sponsor support, and position the awards as an unmissable moment in the beauty and fragrance calendar.
Challenges
Conrad Dubai provided the prestige and centrality the event needed, but the layout required a complete reconfiguration to match the scale and ambition of the awards.
The venue’s preferred AVL supplier determined much of the technical direction. Noble worked closely with them to maximise the staging, lighting, and show flow while staying within in-house constraints.
Multiple suppliers and client-appointed partners meant high coordination demands. With a tight turnaround and several moving parts, Noble ensured every element aligned - from design to registration to the backstage run order.
The Experience
Working in partnership with the client, Noble guided theme development and design, recommending the creative direction that delivered the most visual impact while remaining cost-efficient.
A dedicated WhatsApp group and weekly meetings kept decision-making fast and clear. Multiple site inspections ensured suppliers and venue teams were aligned not only on design but on guest flow and show structure.
To elevate the experience, Noble negotiated access to new catering counters, recommended additional bar counters to support networking, and redesigned the arrival area to create a red-carpet atmosphere without congestion.
Onsite, the team remained fully hands-on — managing gifting changes, refining seating and scripting, and mitigating last-minute issues discreetly so the show ran without interruption.
Behind The Scenes
- Reimagined the existing venue layout to enhance visibility, flow and atmosphere
- Designed a revised registration setup and added extra desks to eliminate queues
- Coordinated all suppliers, providing alternatives when constraints arose
- Guided client-appointed partners to maintain cohesion across all touchpoints
- Resolved unexpected onsite challenges quickly and discreetly
- Ensured the client felt supported and informed throughout the process
The Results
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A significantly elevated guest experience that impressed sponsors, nominees and industry leaders
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Smooth guest flow from red carpet to ceremony, with improved networking spaces
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A design that transformed the room without excessive spend, delivering high impact within constraints
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Clear, confident client communication that reduced pressure during a complex planning window
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All onsite issues handled discreetly, preserving the premium feel of the event
Why It Worked
Noble combined creative direction with practical problem-solving. Reworking the room layout, optimising the in-house technical setup, and managing every logistical detail meant the space felt transformed without unnecessary complexity.
By staying close to client-appointed suppliers, maintaining constant communication and solving issues before they escalated, the team created a ceremony that felt polished, considered and elevated, a step-up the client wanted.