Our business units

Optimizing your Customer Relationships

Shaping the Future of
Creative Engagement

Creating the Magic
of Christmas

Pioneering Engagement
into Tomorrow

Designing Lights
that tell Stories

Our Vision

Making any space a living place for communities: this is what CELS Group is all about.

In this digital era, we bring human connections to any destination —
we make them Favourite Meeting Places.

We always start with WHY.

We understand each brand’s unique essence. We address their specific needs.
We realize their full potential.

CELS Group’s reliable business units and global network open a universe of new opportunities, guiding clients every step of the way. Our work explores culture, technology, entertainment and art to create lasting experiences. We build deep relationships that foster a sense of belonging.
In everything we do, we share a common vision:

We strive to build deep relationships that foster a sense of belonging, making any venue a real, living place – a place to love.

Riyadh - Saudi Arabia


Anas Ibn Malik Road,
Al Malqa, 55321

Milan - Italy


Blend Tower,
Piazza Quattro Novembre 7

Hamburg - Germany


Blankeneser Bahnhofstr. 7

Doha - State of Qatar


QIG Tower,
11th Floor Office #5,
Lusail Marina

London W6 7AP - UK


12 Hammersmith Grove Tenant Limited

Dubai - UAE


Bay Square Building 01,
Office #1004-05 Business Bay

Our history

CELS Group is a network of international experts that foster and manage customer engagement and experiences. We help key players in their industry become the ‘Favourite Meeting Place’, building loyal relationships and strengthening bonds with their communities.

We foster strong relationships based on emotions, for venues where culture, art, food, music and entertainment provide experiences that truly engage customers.

Thanks to our wide range of expertise, we understand our clients and their customers’ needs.

This is our STORY:

2012

Story begins

The journey begins with For Events SRL, a unipersonal company founded by Alessandro Gaffuri serving the shopping center industry in Italy. For Events SRL developed loyalty programmes, provided artistic direction, planning and execution of live events, as well as conceptualised and managed the GRU RADIO 93.3FM radio station in the city of Turin. The most prominent artists managed by For Events SRL include but are not limited to; George Benson, Al Jarreau, Anastasia, Simple Minds, Joe Zawinul, Toots Thielemans, Pino Daniele, Fiorella Mannoia, Maurizio Crozza, Ficarra & Picone, Sabina Guzzanti, Giorgio Panariello and many others.

3

people

€ 0.1+ M

revenue

Office in Milan Affiliation with ICSC and CNCC
2013

International development in the consulting sector

The business unit, Customer Engagement Loyalty Solutions DMCC opened in October 2013 at Jumeirah Lakes Towers in Dubai, a business unit inspired to serve shopping centers in the GCC Region. The agency supported its clients to engage with their customers by identifying loyalty dynamics, mechanics and launching loyalty programs to ensure retention and return rates.

3

people

€ 0.3+ M

revenue

Offices in Milan and Dubai
2014

Debut in the festive lighting and decoration business sector

AFKAR LIGHTING Equipment Trading Co. LLC was inaugurated in Dubai in early 2014. AFKAR has gradually developed to become the most profitable business unit within the Group, playing a major role in the growth of the overall business.

3

people

€ 1.7+ M

revenue

Offices in Milan and Dubai Affiliation with MECSC
2015

Debut producing events in the Middle East

CELS Events LLC was launched in Dubai mid-2015 with the mission of developing the same services of CELS Italia for the Italian market; mall activations, live shows and performances.

6

people

€ 3.5+ M

revenue

Offices in Milan and Dubai
2016

Setting the foundations and leaving a unique fingerprint

The business units in Italy and the United Arab Emirates continued to grow and enhance their offering, which led to a higher closing rate and earning a reputation in serving the top clients in both the Middle East and Europe. Bringing new ideas and talents to the Group.

11

people

€ 5.5+ M

revenue

Offices in Milan and Dubai
2017

A leap of faith: Qatar!

In mid-June, during the "Gulf Rift", the Founder & CEO Alessandro Gaffuri took a decision to open an independent Business Unit in Doha. By starting CELS Events LLC in Qatar, the Group developed its reach operating directly from Doha.

17

people

€ 9.5+ M

revenue

Offices in Milan, Dubai and Doha
2018

Integration of skills

Customer Engagement Loyalty Solutions DMCC acquired 50% of VIAFONE Technologies, an IT agency with the capacity to support with enhanced customer relationship management, omnichannel martech data led insight, digital engagement and loyalty mechanics required by CELS’ clients.

28

people

€ 10.5+ M

revenue

Offices in Milan, Dubai and Doha
2019

Ending the year with a BANG!

A due diligence was carried out by the Group for the acquisition of three of the top known brands in the lights & decoration sector (First Christmas GmbH, Retail Emotions GmbH, Germany and its Fujairah [UAE] branch), leading to the creation of one of the world’s most relevant groups in the industry. CELS Lights & Decor, the festive decoration holding company. In December, CELS Events produced and managed Qatar Live, the first live music festival in Doha, featuring a list of artists: Katy Perry, Maroon 5, Maluma as well as the top artists of the Arab world.

49

people

€ 22+ M

revenue

Offices in Milan, Dubai, Doha, London and Hamburg
Affiliation with REVO
2020

Expanding the services

In early 2020, CELS Group developed an ambitious project for Katara Cultural Village: Al Wasmi, an international "Garden Festival" that recreated gardens from all over the world, an experience adored by all visitors.
During the same period, CELS Group acquired 50% of DPM - "Design Project Management" with offices in Milan and Dubai, focused on interior design and interior architecture.

Amidst the uncertainty of the COVID-19 pandemic, CELS penetrated the Saudi Market by opening its new offices in Riyadh.

32

people

€ 9.5+ M

revenue

Offices in Milan, Dubai, Doha, London, Riyadh and Hamburg
2021

Enduring COVID-19

Two years into the pandemic forced management to take fundamental measures to ensure the Groups longevity and efficiency with an internal audit that led to the restructuring and realignment of internal processes, vision and procedures.

In March 2021, Mr. Ahmed Dessouki joined forces by acquiring 10% shares of CELS Group LTD. The newly formed board and stakeholders quickly undertook key decisions to ensure the success, sustainable growth and continuation of the legacy of the Group, recognising and commemorating a decade of vision and excellence started many years ago.

30

people

€ 5.7+ M

revenue

Offices in Milan, Dubai, Doha, London, Riyadh and Hamburg

Our clients

News

CELS Platform & Doha Festival City Spend & Win Campaign recognised Internationally Not only was CELS Platform awarded Best Digital Integrated Campaign at Golden Feather Awards 2021, it

Future Retail Destinations

We introduce Future Retail Destinations: Qatar Forum 2022. 2 days to transform the future.  Future of Malls. Future of Retail. The Future of the Social Experience. When: 12

CELS at MAPIC

CELS Group Sponsor of MAPIC Chairman’s Club We were busy at MAPIC Cannes Chairman’s Club – brought to you by CELS Group! Transforming spaces into Destinations is our

One Year Football Campaign launched at Lagoona Mall, Qatar CELS Events delivered a wonderful kick off ceremony to kick start the football campaign at Lagoona Mall that will