Experience is not a channel. It is the strategy.
When experience leads, everything else performs better. Social gets richer. PR hits harder. The message becomes a memory. Strategy begins here.
ACG MENA / Cultural experience agency
We manifest
culture.
A cultural experience agency — designing, building and delivering experiences, campaigns and brand moments that move people, shape behaviour, and leave an imprint that outlasts the moment.
MENA-rooted / Globally fluent
Coldplay↗Nike↗Jacquemus↗COP16↗Andrea Bocelli
Our belief
The world doesn't need more events.
It needs more moments that matter.
Culture is not a backdrop. It is the brief.
MENA is a living cultural force with its own codes, rhythms, and collective memory. That question isn't a sensitivity check — it is the creative engine.
Momentum is the measure. Not attendance.
We measure what moved after the doors closed: conversations, behaviour, belief, community. That momentum is what we are hired to create.
Our work
Three case studies. Three kinds of proof.
Work that leads, not illustrates. Each chosen because it demonstrates a different dimension of what ACG MENA creates.
01
Amman Coffee Festival
Jordan had no cultural home for specialty coffee. We built one.
A festival we conceived, own, and operate entirely — not a client brief, but a cultural platform built from conviction. Since 2019, running every year through everything.
02
Saudi Culture Week, Athens
How a nation presents itself to the world is not a logistics problem. It is a design problem.
Every spatial decision is simultaneously cultural diplomacy and brand of nation. ACG MENA was trusted to design and deliver that statement in Athens.
03
Coldplay
The world's biggest band. Our production. Zero margin for error.
Delivering Coldplay in MENA means matching the standard audiences who've seen them in Wembley, São Paulo, and Tokyo will compare against. Not similar. Equal.
Further work.
A selection from a broader portfolio
What we do
One agency.
Four ways in.
Choose the capability you need. We connect strategy, creative thinking and delivery around the same outcome.
01
Exhibitions
Your space. Your brand. Built.
Stand design, fabrication, build-up, AV and show support.Explore exhibitions ↗Experiences
Cultural moments that move people.
Strategy, creative direction, production and amplification.ACG Talent
The people who build the moments.
Short-term, long-term and permanent event talent.Request talent ↗04The Brief
Arabic market entry, built around the brand.
Strategy, bilingual brand systems and dialect adaptation.Enter The Brief ↗How we work
The Cultural Momentum Method™
Every brief begins with a cultural question, not a logistics plan. Six stages that turn that question into momentum.
- 01
Cultural Mapping
We map the audience's identity, communities, and codes before a single idea is conceived. Cultural intelligence, not just research.
- 02
Experience Architecture
We design the emotional journey before the space. The feeling blueprint precedes every creative brief.
- 03
World Building
Architecture, narrative, technology, and performance as one integrated system — not separate departments.
- 04
Moment Manifestation
Obsessed with the detail that makes someone stop. The surprise that makes them share. Where craft becomes culture.
- 05
Momentum Amplification
Every experience engineered to keep moving after the doors close: earned media, social, cultural conversation.
- 06
Impact Intelligence
Emotional connection, behaviour change, affinity, earned reach. Not just attendance or survey scores.
The people behind the moments
Not a roster. A record.
Not by their title. By what they have proven they can do.
Anton Bakrejian
Founder
The architect of ACG MENA's cultural vision. Built the Amman Coffee Festival from an idea into Jordan's defining specialty coffee platform. Leads strategy and client vision.
Linda Gordon
Head of Projects
Delivered the London Olympics, the FIFA World Cup, and Dubai Expo. No project scale exceeds her reference points — and no complexity she hasn't navigated at the highest level.
Racha Tarazi
Chief Creative
Led projects in New York, Paris, London, Amsterdam, and Dubai. Designs interdisciplinary environments where architecture, narrative, and technology converge into a single experience.
Patrick Schot
Head of Technology
Delivered complex interdisciplinary projects for Shell, BMW, and Nike globally. Leads the operational architecture behind ACG's most technically demanding productions.
Amjad Marrar
Director of Technology
Leads 100+ in-house technical experts. Has delivered concerts, exhibitions, and spectacles where technical failure is not an option — and hasn't had one.
Rania Tarazi
Chief Architect
20+ years of award-winning architectural and interior design. Designs spaces that function as experiences — where every spatial decision carries emotional weight.
Our presence
MENA-rooted. Globally fluent.
Five strategic offices at the intersection of MENA's most significant cultural and economic growth stories — backed by global delivery capability and a partner network that extends our reach without compromising quality.
Amman
Regional Headquarters · Jordan
Riyadh
Saudi Arabia · Vision 2030 epicentre
Abu Dhabi
UAE · Cultural & corporate hub
Amsterdam
Europe · International gateway
Baghdad
Iraq · Frontier market
The next moment
Let's build something that lasts.
Not just an event. Not just a campaign. A cultural moment that moves people, leaves an imprint, and creates momentum that outlasts the experience itself.