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
Clients / YEAR 2015
- Lagoona Mall, Doha – Qatar
- Ooredoo, Doha – Qatar
- Dubai Tourism Authority, Dubai – UAE
- Burjuman Mall, Dubai – UAE
- Khalidiyah Mall, Abu Dhabi – UAE
- Qatar National Tourism Authority, Doha – Qatar
Clients / YEAR 2016
- Aspire Park, Doha – Qatar
- Marina Mall, Abu Dhabi – UAE
- Fujairah Municipality, Fujairah – UAE
- Shurooq, Sharjah – UAE
- Al Shaqab, Doha – Qatar
- Landmark Mall, Doha – Qatar
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
Clients / YEAR 2017
- Dubai Mall, Dubai – UAE
- Qatar Airways, Doha – Qatar
- Deerfields Mall, Abu Dhabi – UAE
- Dubai Conference Center, Dubai – UAE
- Qatar Football Association, Doha – Qatar
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
Clients / YEAR 2018
- Mall of Qatar, Doha – Qatar
- Al Kout Mall, Kuwait City - Kuwait
- Al Araimi Boulevard, Muscat - Oman
- Doha Festival City, Doha – Qatar
- Qatar National Day Committee, Doha – Qatar
- The Beach & La Mer, Dubai – UAE
- Al Wasl Group – UAE
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
Affiliation with REVO
Clients / YEAR 2019
- International Jazz Festival, Milano Marittima – Italy
- Hamad Airport, Doha – Qatar
- Supreme Committee of Delivery and Legacy, Doha – Qatar
- Mall of the Emirates, Dubai – UAE
- Global Village, Dubai – UAE
- INGKA Malls, Brescia – Italy
- Federal Water Authority, Abu Dhabi – UAE
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.
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
Clients / YEAR 2020
- The Pearl UDC, Doha – Qatar
- Qatar Foundation, Doha – Qatar
- Dubai Holding, Dubai – UAE
- DP World port, Dubai – UAE
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
