The Meeting, Incentive, Conventions, Exhibi- tions (MICE) segment in the Gulf region has undergone exponential growth in recent years, with the UAE grabbing a 50 percent share of the entire regional MICE market. This incredible growth can be ascribed to the country’s lively calendar of events all through the year. As a result of this growth, the demand for exhibition stand construction services has risen sharply.
Along with the increasing demand, the expectations of companies looking for exhibition stand design and building services have also evolved. They want innovative and eye-catching designs that are customized as per their brand image and marketing objective. At the same time, they also need the construction to be of high quality and completion as per the schedule.
Fulfilling these requirements of exhibitors is Mika Technical, which specializes in building stands for exhibitions and events, and interior design projects for a global clientele. Founded in 2020, the company has, in a short span of time, proven its expertise through its quality of work and commitment to meeting the customers’ expectations. Winning accolades from its clients, Mika is gradually becoming the go-to choice for those seeking excellence in fabrication services in the UAE. Its success can be attributed to its fast-growing team of dedicated employees and strong partnerships, making it capable of delivering its exhibition stand construction services at scale.
“Mika has embraced challenges and taken risks to handle projects efficiently. Initially, we had one team, but as projects diversified, we formed specialized teams with experts in carpentry, painting, and electrical work. To address project complexities, we established a graphic design division this year, equipped with in-house machinery,” says Kevin Fernandes, Managing Director at Mika Technical.
Dedication Leading to Success
The company has also ventured into the furniture business last year, allowing it to provide comprehensive solutions. Despite the growth from 15 to 50 members, the team, comprising individuals from various nationalities, operates like a close-knit family. Their dedication and hard work demonstrated through day-and-night efforts, have been crucial to Mika’s success. Its clients express satisfaction with the team, praising their unwavering commitment and adaptability to meet client needs. They often request specific team members for their projects, highlighting the strong relationships Mika’s team has built.
Mika has a diverse team of carpenters, painters, electricians, graphic designers, and installers who collaborate seamlessly to deliver comprehensive exhibition stand solutions. The company also possesses in-house printing, furniture, and AV equipment capabilities, providing an end-to-end service. Primarily engaging with design houses, it carefully reviews and analyzes designs before giving detailed quotations.
Once orders are confirmed, its production team, including management, designers, and factory personnel, orchestrates the step-by-step production process. Mock-ups are meticulously created and presented for client approval, ensuring accuracy before initiating full-scale production.
Installation follows a carefully planned schedule, covering offloading, carpet installation, wall construction, painting, graphic installation, and furniture setup. Post-exhibition, Mika efficiently dismantles stands and, if desired, offers storage options for reusable elements. Its commitment to client satisfaction extends to aftercare, with a dedicated team ensuring stands are maintained, cleaned, and readily accessible. Moreover, environmental responsibility is paramount, with organized waste disposal through Dubai Municipality.
Thus, its service encapsulates a client-centric approach, eco-friendly ethos, and continual improvement, driving its success in the exhibition stand construction industry.
Turning Opportunities into Success Stories
An example that shows Mika’s prowess is how it helped a client from the UK. In late 2020, Mika Technical was relatively new in the market when it received news that a UK-based client was seeking contractors. “A friend passed on our contact, but despite our anticipation, the call did not come until 7 p.m., causing some anxiety. Taking the initiative, I contacted them, and they invited us to their hotel. The meeting was casual, with the client sharing their project’s design, which immediately piqued our interest. We began asking insightful questions, delving into the project’s intricacies.
The client seemed pleased with our curiosity, perhaps expecting such engagement. They disclosed that they were dissatisfied with their current contractor and needed a stand for the Arabian Travel Market. After a series of discussions, they gave us the project. We retrieved the stand from a warehouse, discovering missing parts, a common issue in transitions between contractors. Despite this, we executed a mock-up without consulting the client. When they visited our warehouse, they were pleasantly surprised that we had already completed the mock-up. The client appreciated our proactive approach, and after a thorough inspection, they were delighted with our work,” shares Kevin.
From that turning point at the 7 p.m. meeting, Mika has come a long way. Its client portfolio now includes renowned names like Marriott, Radisson, Bulgari, and IHG. The clients’ satisfaction led to significant growth, not only within the UAE but also internationally. Mika has executed projects in Los Angeles and Saudi Arabia, where it collaborates closely with a Chinese contractor. The firm’s expansion extends to Bahrain, Turkey, and Morocco, with plans to establish a presence in Europe. The US and Saudi Arabia are its pivotal focuses for future growth,
with plans for dedicated bases in these regions. Another UK client, impressed by Mika’s work for the FIFA World Cup in Qatar, further expanded its reach in the UK, the UAE, and Saudi Arabia. “As clients become our advocates, we are motivated to continue our upward trajectory. While currently small, we are poised for significant growth, aiming to exceed expectations and further establish ourselves as industry leaders,” adds Kevin.
Delivering Exceptional Results
A recent example is of the Dubai Air Show, where a stand for the Japanese Ministry of Defense was completed in just two to three days, despite a 10-day build-up schedule. The client only appeared on the last day, showcasing confidence in Mika’s work. Even when rain threatened, Mika’s preparation and extra protective measures eased concerns. This exemplifies a client’s trust, emphasizing quality finishing over physical inspections. The Japanese client’s astonishment at Mika team’s efficiency and praises for its swift pull-out process underscored the reliability and excellence they experienced. This trust culminated in future collaboration discussions, solidifying its reputation for delivering exceptional results and earning accolades from satisfied clients.
Going forward, Mika has ambitious plans to expand its operations in Saudi Arabia & the United States, with a focus on ensuring the right timing for each venture
Since its inception, Mika’s client database has significantly expanded from around three or four clients to approximately 15. In terms of staffing, the company has seen substantial growth, going from 15 employees to 50 staff members. Initially operating with one vehicle for staff transport and one for items, it now has two large trucks and an additional four staff cars for smaller projects. Its warehouse capacity has also doubled, progressing from a single 14,000 square feet warehouse to two warehouses of the same size, along with an extra storage area. In terms of equipment, its inventory has evolved from a few carpentry-related machines to include CNC cutters, laser machinery, and a full complement of printing equipment. It has also established a dedicated graphic design team of seven individuals to enhance its services. This expansion in infrastructure and personnel reflects its commitment to providing comprehensive solutions for its clients.
Ambition to Expand
Going forward, Mika has ambitious plans to expand its operations in Saudi Arabia and the United States, with a focus on ensuring the right timing for each venture. While the expansion in Saudi Arabia is expected to materialize soon, it recognizes the need for thorough research and understanding before making strides into the complex environment of the United States. “Although the process for expansion in the United States may take some time, we are committed to making it happen. Our employees are eagerly anticipating this development, as we aim to take our existing workforce along for the journey, prioritizing their growth and development over hiring new personnel in the new locations,” envisions Kevin.
Kevin Fernandes, Managing Director,
Kevin Fernandes, a visionary leader with over two decades of entrepreneurial expertise, serves as the Owner and Managing Director of MIKA Group of Companies since 2006. His hands-on leadership style has propelled the company forward in the exhibition business, emphasizing excellence in stand design. With a workforce of 50 employees, Kevin fosters a culture of collaboration, innovation, and timely delivery. His strategic vision and commitment to excellence have solidified MIKA Group’s position as a key industry player, expanding its global footprint. Kevin’s 22-year journey showcases resilience, innovation, and success, making him a prominent figure in the dynamic world of entrepreneurship.
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