When the Market Slows Down, the Smart Brands Prepare to Stand Out

When a company takes its brand into a live environment, something important happens. For a moment, the brand is no longer just a strategy, logo, campaign or tone of voice. It becomes something people physically experience.

They see it in the room.

They hear it from the stage.

They feel it in the flow of the event.

They judge it in the details.

Especially in a foreign market, an event is rarely “just an event.” It is a moment where the brand is expected to move people, influence decisions and create a real business outcome. It carries potential, while also carrying risk. And tech-wise, the risk is not usually that good technology cannot be found. In markets like the UAE, raw technical capability is available.

The bigger question is:

Who is making sure the technical decisions actually serve the brand? Because once the brand goes live, its intention passes through a temporary chain of agencies, venues, vendors, schedules and compromises. Everyone may do their part to well, and still the final experience can drift away from what the brand was meant to communicate.

A stage can look impressive, but not quite right for the brand. A transition can work technically, but kill the energy in the room. A reveal can happen on cue, but still feel insignificant. These are not just technical issues. They are translation issues. The brand had an intention. The live event delivered an interpretation.

At Scene Arts, this is the space we care about. We call it Technical Ownership. It means coming in early enough to understand what the brand is trying to achieve, then shaping the event flow, technical decisions, responsibilities and critical moments around that outcome. Not to add another layer of complexity, but to remove it from the client. The client should not have to carry technical uncertainty. An event agency should not have to rely on hope, late-night heroics or disconnected vendor coordination to make a high-stakes moment work.

For companies entering or growing in the UAE and GCC region, this matters. The market has ambition and appetite for high-quality event experiences. But as expectations rise, the difference between something that merely works and something that feels true to the brand becomes more visible. Because when your brand goes live, the audience does not see the planning, cue sheets, rehearsals or control points behind the event. They simply feel whether it works or not. That is why someone needs to own it before the pressure is on. And when the market slows down, it is tempting to wait. But often, that is exactly the moment to prepare.

The brands that use this time well will be sharper, clearer and more ready to stand out when momentum returns. If you are planning an event in the UAE or wider GCC region, the first step does not need to be a full production commitment or a big decision. It can simply be a structured look at what the event needs to achieve, where the brand is most exposed, and what should be shaped early so the live experience lands properly.

Scene Arts can help you begin with a clear, low-risk first step before the big commitments are made.

Contact:

Elias Kaisanlahti

Head of Sales

+358 400 387688

elias@scenearts.fi

Dubai is going all in on AI. So should you.

You have already tried AI. You opened ChatGPT or Copilot, asked it something, got an answer that was... fine, and then quietly went back to doing the work yourself. Almost all of us did exactly that.

And while we were busy being mildly unimpressed, the city around us made a very different decision.

In April, HH Sheikh Mohammed himself put it in writing: within two years, half of the UAE government's services and operations will run on agentic AI. No pilot project. No "let's revisit this next year." The first government anywhere to run at that scale on AI that decides and acts on its own.

And few days later, HH Sheikh Hamdan handed the same two-year deadline also to Dubai's private sector, with funded training, incubators, and real money behind the businesses that move. 

The goal was said out loud: Dubai wants to be the best city in the world at actually using this technology, not just talking about it.

So whatever your job is here, you now live and work in a place that has decided to run on AI before anyone else does. That is the air you breathe at the office now.

Here's the part that matters for a normal working week, and it's all about execution. We all have some tasks we wish would just do themselves. The email you sketch few times. The report you dread. Spreadsheets, summaries, proposals – built from scratch or templates every single time. That is exactly the work this stuff was built to lift off your plate.

"Agentic" is the word you'll keep hearing, so let me make it simple. Ordinary AI answers your question and waits. An agent doesn't wait. You give it the goal, and it works through the steps and hands the job back finished. Less a search box, more a capable colleague or teammate who actually gets things done.

And here's what surprises me most: the people getting most value out of these are not the tech wizards. They're normal professionals who set it up properly once, instead of opening a blank chat every morning and explaining their whole job again. That's the entire secret. On my own repeat tasks, I've cut a full day down to an hour, and an hour down to minutes. Not because I prompt like a genius. Because I built a setup. Anyone in your office could do the same.

That setup is what we build together on 12 June, in a hands-on session for FBC members at Media One Hotel. No lecture on "what is AI." No code. You sit down with your own real work and walk out with a system that fits it: your own AI handbook, a reusable context pack, and one task from your week automated end to end. Limited seating, so act fast (https://www.fbcuae.fi/events/2026/5/15/kdg0mb5pw816zn32k7isqclbqoi936).

You don't need to be a programmer, or become one. You don't need anyone's permission. You just need to stop scrolling past the headlines and spend one afternoon getting your hands on this properly. The city around you has already woken up. Consider this a friendly nudge for the rest of us to do the same, before "I've been meaning to learn that" quietly turns into "everyone around me already did."

See you on the 12th.

Tommi Linna CEO & Founder, Aigentics

FBC Member in spotlight - Meet Richard Ulfvengren from Lunette

As a male partner in a female-focused company, how do you build trust and convince women that menstrual cups can be a better alternative to traditional products?

I’ve been doing this for over 10 years, and I believe my genuine passion for the problem we are solving—and for the product itself—has been key. Interestingly, I’ve rarely been asked this question. The product speaks for itself.

Sustainability is clearly at the core of Lunette’s mission. What are the biggest challenges—and opportunities—you see in building a truly responsible brand in today’s market?

We have a strong advantage in that our core product is a game changer for sustainability. A single cup can be reused for up to 10 years, replacing tens of thousands of disposable pads or tampons.

We’ve also made sure to be a non-plastic company in terms of packaging, and we are constantly reviewing our supply chain and internal processes.

One of our biggest challenges is staying true to our ethical production in Finland, even though it is more expensive, and standing up against “copycats” producing in lower-cost countries. However, with our promise to donate one cup for every one sold, we need to be able to look that girl in the eye and guarantee the highest possible quality—without taking any shortcuts.

Through The Cup Foundation, Lunette is tackling period poverty worldwide. Can you share a moment or impact story that has been particularly meaningful to you?

We started this work over 10 years ago, and we are now hearing stories from girls who were able to stay in school and graduate. That means they have a fairer shot at life and can live more independently.

We also know that for every girl who can rely on a menstrual cup, there is less pressure to find money for period care each month. And importantly, girls who stay in school are less vulnerable to child marriage.

Looking ahead, what is your vision for the future of menstrual health, and how do you see Lunette contributing to a more equal and sustainable world?

One of the most effective ways to reduce poverty is to invest in women. We believe access to safe period care is a human right. It is well proven that when girls can finish school, they become less dependent and are more likely to grow into the changemakers the world needs.

With a growing global population, it is natural—and necessary—that we all reassess our habits and consider how we can contribute to a more sustainable planet. Menstrual cups are better for your body, save money, and significantly reduce waste, so the choice should be straightforward.

Real change will come when the large multinational companies—who have long benefited from a model where women need to purchase disposable products every month—begin to shift. This is a US$72 billion industry.

I often compare this to our historical dependence on oil. Electric car technology existed for decades before Tesla proved it could be not only viable, but desirable. Now, all major car brands are moving toward electric, and even Volvo is planning to phase out petrol-driven cars.

We need a similar revolution in period care.

Where can people in the UAE currently find and purchase Lunette products locally or online?

We are currently in the process of restructuring our distribution in the UAE and the wider region. Soon, our products will be available through our own webstore, lunette.ae, and on Amazon.ae.

In the meantime, some products should still be available at Boots and Life pharmacies (for example, in Dubai Mall).

Chairmans Spring Greetings

Dear Members of the Finnish Business Council UAE,

Thank you to everyone who joined our Annual General Meeting on 14 May 2026.
The AGM was an important opportunity to reflect on the past year, discuss the future direction of the Finnish Business Council UAE, and continue strengthening our business community in the UAE.

During the meeting, the Annual Activity Report and Annual Financial Report for the financial year covering March 2025 – February 2026 were reviewed together with other key agenda items relating to the governance, future activities, and development of the Finnish Business Council UAE. The discussions highlighted the continued development of the FBC, activities throughout the year, and the initiatives undertaken to strengthen the organization operationally and financially.

Over the past year, the Board has focused actively on improving governance, operational management, financial reporting, and internal processes. Monthly board meetings, enhanced financial reporting practices, ongoing digitalization initiatives, and active working groups have all been part of building a stronger foundation for the future of the FBC.

The year also included a wide range of successful activities and events for our members and the wider Nordic business community. These included networking events, seminars, social and sports activities, mentorship initiatives, young professionals events, and close cooperation with the Embassy of Finland, Dubai Chambers, Inter Councils, and other Nordic Business Councils.

While the FBC continues to develop positively, we also recognize the changing operating environment and rising costs in the UAE. As discussed during the AGM, membership fees have therefore been adjusted as part of ensuring the long-term financial sustainability of the organization and enabling continued development of member services. Membership fees had previously remained unchanged since 2022.

Looking ahead, the Board remains focused on continuing to build a practical, approachable, and valuable business community for Finnish companies and professionals operating in the UAE and the wider region.

Our priorities for the coming year include:
• Increasing value for members
• Further strengthening cooperation with key stakeholders
• Expanding the FBC network and membership base
• Developing signature events and networking opportunities
• Continuing operational improvements and digitalization initiatives

We are also pleased that the current Board will continue for another year, providing continuity, good momentum, and a clear vision for the further development of the FBC.

On behalf of the Board, I would like to sincerely thank all members, partners, sponsors, volunteers, and the FBC team for your support, engagement, and contribution throughout the year.

We look forward to continuing this journey together and to seeing many of you at upcoming FBC events and activities during the year ahead.

Warm regards,

Samuli Pesu
Chairman of the Board
Finnish Business Council UAE

Welcome our new member Minara

Minara delivers practical AI training and leadership development programs across the Middle East and beyond. The company cuts through AI hype to focus on applications that actually work, while using established team development frameworks like Birkman Method, Five Dysfunctions of a Team, and Six Types of Working Genius. Based in Dubai with decades of leadership experience from global corporations to start-ups, Minara helps leaders and teams navigate change with clarity and purpose.

Contact:

tommi@minaralearn.com

https://www.minaralearn.com/

What Do I Do With My Car in Uncertain times?

What Do I Do With My Car?

The war with Iran has forced everyone to take stock of their lives here in Dubai. Some have already packed up and gone; others are holding firm. Most of us sit somewhere in the middle — watching, waiting, and weighing up the future. That decision is deeply personal, shaped by everything from your job security, your kids in school, your mortgage, your mindset, and your family's peace of mind.

Whatever you decide, your car shouldn't be an afterthought. Here's how to make the smartest move either way.

Thinking of staying? Now might be the best time to buy.

Uncertainty creates opportunity — and right now, dealers are stepping up with deals you wouldn't have seen six months ago. If you're committed to Dubai and in the market for a vehicle, the discounts on offer make this a surprisingly strong buyer's market. Strike while the iron is hot.

Heading out? Get the most for your car before you go.

If you've made the call to leave, selling your car quickly is key. You have two solid options: sell it for cash or leave it with a trusted dealer on consignment — which typically fetches a higher price, with less hassle on your end.

Before you list it, take a little time to maximize its value:

  • Sort out any mechanical issues. Even minor faults can spook buyers and give them ammunition to drive the price down. Fix them first.

  • Don't stress about small dents — but a heavily damaged car is a hard sell. Know the difference.

  • Check your registration. If it's lapsed, buyers can't test drive it — and a car they can't drive is a car they won't buy.

  • Presentation is everything. A thorough clean inside and out can add thousands to your asking price. First impressions close deals.

  • Write a detailed ad. List every feature and option — each option makes the car more desirable.

The bottom line?

Nobody knows whether the market will fall further or level out. Either way, if you need the cash, sell the car now.

Feel free to call or message me anytime for advice on +971 52 104 9357

Ralph Howie

Interim MD & Turnaround Consultant · Automotive Retail

Welcome our new member Cosmic Eye

Cosmic Eye Oy is a Finland-based company specializing in Azure-based data platforms and AI solutions.

We help organizations design and build scalable, cloud-native architectures that unlock the value of data and enable intelligent, data-driven applications.

Combining architecture expertise with hands-on implementation, we deliver end-to-end solutions from design to production.

Contact: