monday.com Evolve Dubai
Bluewaters Forum · 14 October 2026
How Max Events Dubai turned Bluewaters Forum into monday.com's Evolve: a branded arrival, a foyer of seven partner and product kiosks, a live digital mosaic wall, and a ballroom stage built for a full day of keynotes. Built in a day, delivered the next.
- Client
- monday.com
- Event
- Evolve Dubai
- Venue
- Bluewaters Forum, Bluewaters Island
- Setup
- 13 October 2026
- Show day
- 14 October 2026
A full day for monday.com's customers and partners
The Brief
- Carry the Evolve identity, characters and colours from the front door to the stage
- Seat a full house in cabaret style with clear sightlines to the stage
- Build seven kiosks in the foyer for partners and monday.com products
- Bring monday.com's AI agents into the room at life size
- Deliver stage, LED, lighting and AV for a full day of content
- Keep registration, catering and networking moving in one shared foyer
monday.com brought Evolve, its event for customers, partners and teams building on the monday platform, to Dubai on 14 October 2026.
Max Events Dubai curated and produced it at Bluewaters Forum, a waterfront venue on Bluewaters Island with a timber-and-glass ballroom, a long prefunction foyer and an outdoor terrace facing the Dubai skyline.
The event had two jobs at once. The ballroom had to carry a programme of keynotes and panels for a seated audience. The foyer had to work as an expo floor, where guests could meet monday.com's partners, try the AI agents, CRM and service products, and network between sessions.
Everything was built on site in a single day, 13 October, ready for doors the next morning. This case study follows the project from the first venue recce to show day and the final film.
Recce and layout
Before anything was built, we walked the venue and drew every element to scale.
Ballroom, foyer, entrance and terrace before the build
Walking the venue before drawing a line
We started on site. Our team walked Bluewaters Forum from the drop-off to the ballroom and out to the terrace, photographing every space and noting rigging points, power, door widths, load-in routes and where daylight hits the foyer glass through the day.
The recce settled the shape of the event: the ballroom for content, the long prefunction foyer for registration, kiosks and catering, and the terrace for networking with the skyline as the backdrop.
AutoCAD layout · ground floor, 1:100 · 23 tables, 161 seats
One floor plan for the ballroom and the foyer
The recce notes became a to-scale AutoCAD layout of the whole ground floor. Every element was placed and measured before anything was built.
- Ballroom: stage, three LED screens, 23 cabaret tables, technical console and a digital mosaic wall
- Foyer: registration desk, AI wall, media wall and seven kiosks in one run
- Two 2 m AI agent cutouts placed along the guest path
- Coffee-break and lunch counters plus a beverage station
One day on site, from the first truck to the last screen. Clips from our crew's phones.
Load-in through the service bay
Timber and board for the kiosks, truss, LED panels, lighting fixtures and flight cases arrived by truck and came in through the venue's service bay, following the load-in route agreed at the recce.
Deliveries were sequenced so the stage and truss went in first, with the foyer materials following once the main route was clear.
Kiosks and backdrops built on site
Once everything was offloaded, our carpenters built the seven rounded kiosk shells, the registration counter and the frames for the Evolve backdrops on site at Bluewaters Forum, cutting the screen openings to size as they went.
Building in the venue meant every piece was fitted to the actual space, then finished in white, ready for the Evolve graphics.
The stage goes in
The stage platform was built at 9.76 × 3.66 m and 0.6 m high, with a run of steps across the front. Ground-supported truss went up behind it to carry the 10 × 3.5 m centre LED wall and the two portrait side screens.
Lighting the room
Moving heads, beams and wash fixtures were rigged on the stage truss and around the ballroom, then focused and programmed so each walk-on had its own look.
For presentations, the rig settled into clean, even light on the speaker. LED-lit stair edges kept walk-ons safe in a dark room.
Seven kiosks, one family
The foyer held seven kiosks in a single run. Four belonged to monday.com partners (Cloud Concept, enreap, Meta Lean and Omni Factors) and three to monday.com's own products: AI Agents, CRM and Service.
Every kiosk shared the same rounded silhouette, with mint or purple graphics to separate partners from products. Each one had a 43-inch screen set flush into its face. We measured the screen first so every cut-out fitted it exactly.
Doors, keynotes, kiosks and a sunset on the terrace.
Evolve from the front door
Guests met the brand before they reached the ballroom. Branded flags at the entrance, a wrapped registration desk inside the doors, and a large Evolve backdrop framed by the foyer's timber slats gave everyone a place to collect a badge and take the first photo of the day.
The registration desk and backdrop used monday.com's illustrated characters at full scale, so the arrival felt like stepping into the campaign.
A foyer that worked like an expo floor
Between sessions the kiosk run filled up. Partners demoed their monday.com builds on the flush screens, and monday.com's own teams ran the AI Agents, CRM and Service kiosks at the far end.
Coffee breaks and lunch were served in the same foyer, so guests stayed close to the kiosks all day.
A live mosaic and AI agents at life size
We proposed a digital mosaic wall for Evolve, paired with a branded photo kiosk. Guests took a photo, and each picture became a tile in the Evolve mosaic on the LED wall, building up through the day.
monday.com's AI agents are illustrated characters, so we brought them into the room as two freestanding cutouts, 2 m tall, printed from the brand's 3D artwork. They became a photo stop and pointed guests towards the product kiosks.
A full house, keynote to keynote
The ballroom ran a programme of keynotes and panels to a seated cabaret audience. Presentations filled the centre LED wall while the portrait screens carried live speaker feeds.
Playback, sound and lighting all ran from the console at the back of the room, with the rig switching between walk-on looks and clean presentation light.
The crew behind Evolve
Project management, production, technical and guest-experience leads from Max Events Dubai ran the build, the show and the de-rig. This is the team that turned the floor plan into the day.
Evolve Dubai in 80 seconds
The highlight film follows the day from the Bluewaters skyline to the last toast on the terrace.
Behind the build
Clips from the build
Ready for doors
The venue, before
What Max Events Dubai delivered
Five things we'd tell any team planning a customer event
- Treat the foyer as a second venueKiosks, catering and registration in one space keep guests near partners between sessions.
- Give partners equal real estateOne kiosk shape for everyone, with colour to separate partners from products.
- Make the brand characters physicalLife-size cutouts turn illustrated mascots into a photo stop and a wayfinder.
- Spec the screens before the buildMeasure the actual screen, then cut the kiosk to fit it.
- Use the viewWaterfront venues in Dubai earn their keep after sunset, so plan the close outdoors.
Questions we get about tech conferences in Dubai
What does a corporate event management company in Dubai handle for a tech conference?
Max Events Dubai covers venue recce and layout, on-site wood work and fabrication, stage and LED, lighting and AV, branding, partner kiosks, registration, guest experience and on-site management. For monday.com Evolve, one team ran the ballroom programme and the foyer expo together.
Can you build partner kiosks inside a hotel or venue foyer?
Yes. We draw the foyer to scale first, then design kiosks to fit around doors, fire exits and catering. At Evolve, seven kiosks, two buffet counters and a registration desk shared one prefunction space, all built on site in a day.
How far in advance should we book a conference production agency?
Six to ten weeks is ideal for a conference with kiosks and custom fabrication, which leaves time for the recce, design approvals and build. Shorter timelines are possible depending on scale.
Do you also run product launches, partner summits and gala dinners?
Yes. Max Events Dubai produces product launches, partner and customer summits, awards nights, gala dinners and property launches across Dubai, Abu Dhabi and the wider UAE.
Planning a conference, launch or partner summit?
Tell us about your venue, your date and your guest list. We'll start the way we always do: with a site visit and a floor plan.