Dice sourced The Arena Riyadh, a 6,000 sqm empty venue, and was given just 24 hours for installation and setup. A full transformation challenge under time pressure.
Held on 3rd of November 2025, SAP Now AI Tour Riyadh welcomed over 1,200 attendees, far exceeding the expected 800. Dice led the entire build and operations, including:
- Experience layout and space design
- AVL, production, showcalling, and guest flow
- Registration, staffing, breakout management, and stage operations
Key program elements included:
- 80+ speakers, including:
- Jesper Schleimann, Head of Business AI, SAP EMEA
- Augusta Spinelli, President of Customer Success, SAP EMEA
- Ahmed Alfaifi, Senior Vice President, SAP METNA
- 60+ breakout sessions across 11 theaters
- 12 SAP demo pods and 17 partner pods
- Three primary experience zones:
- AI, Data & Platform
- Business Suite
- Expert Center
A major floor feature was the 450 sqm Immersive Maze, which guided attendees through SAP’s AI-powered business solutions using screens, and layered interaction.
Other highlights:
- A live mentalist opening performance by Javier Saba
- Taghrid Al Howish as MC for the mainstage keynote
- AI laser engraving station offering custom leather giveaways
- A dedicated, high-end VIP lounge for SAP executives and government officials
