World Islamic Economic Forum (WIEF)

Bringing it all together

  • The Challenge

    To bring world and business leaders from the Muslim and non-Muslim World to ExCeL London for the ninth annual World Islamic Economic Forum (WIEF) – the first gathering outside of Asia.

  • What we did

    With 18 Islamic states represented and 19 world leaders on stage, we immediately identified that the key to the three-day event’s success was down to collaborative working across the globe.

    As lead agency (and with our client based in Kuala Lumpur), we were entrusted to bring all the key elements together, not to mention liaising with SO19 and the Metropolitan Police, and arranging to shut roads in London in order to transport the delegates across the city to ExCel.

    Through effective communication and the most detailed of planning, we designed and visualised every step of the guest journey to ensure multi-party buy-in and to demonstrate what was being delivered at every stage.

    In short order, we designed the event’s creative, undertook logistic and delegate management (including registration of 3,000 people in one hour), and delivered complete on-site logistic and delegate management.

    We also produced the main plenary, gala dinner (with HRH Prince Charles and 1500 guests), the design and build of a contemporary lounge area with live stage featuring numerous Islamic artists and acts, and an an array of custom created exhibition stands together with managing all technical production including lighting, audio, AV and power distribution throughout the venue.

  • The Effects

    Taking place in Europe for the first time, the event needed to attract and welcome leaders, ministers, academic scholars, regional experts, innovators and investors from a total of 128 countries. In the end, we surpassed all expectations with more than 2,500 international delegates, including David Cameron, HRH the King of Jordan and 16 other global leaders in attendance.

    Our client noted that “this was without a doubt the most successful and best event we have produced in the series” and Smyle was commended for ensuring “that everything down to the last detail had been thought about.”