Dubai, United Arab Emirates
I build immersive entertainment concepts that combine storytelling, scenic design, guest experience, and commercial strategy. I am the Managing Partner of Mersive Design, an immersive entertainment and themed attraction development company focused on creating scalable concepts for malls, resorts, hotels, event venues, destination operators, and leisure brands. My background comes from hands-on experience in location-based entertainment through Hysteria Dubai, a haunted attraction located inside Dubai Mall. Since 2016, Hysteria has operated as one of the region’s most recognized scare-based entertainment experiences, giving me direct experience in attraction operations, guest flow, creative development, theming, staffing, marketing, and commercial execution. Through Mersive Design, I now work on a broader range of immersive entertainment formats, including modular haunted attractions, themed walk-throughs, pop-up experiences, immersive photo-op worlds, seasonal entertainment concepts, and venue-specific attraction proposals. My work focuses on turning creative ideas into structured, commercially realistic entertainment products. This includes concept development, guest journey planning, visual direction, pitch decks, revenue models, rollout strategies, supplier coordination, and investor/operator presentations. Areas of focus: • Immersive attraction concept development • Themed entertainment and location-based experiences • Haunted attractions and scare-based entertainment • Modular mini-haunts for resorts, hotels, malls, events, and cruise ships • Guest journey and experience flow planning • Scenic theming and environmental storytelling • Concept decks, investor presentations, and operator proposals • Commercial feasibility and revenue model development • Entertainment partnerships across the USA, Middle East, Egypt, and international markets I am interested in connecting with developers, mall operators, resort groups, hotel brands, event companies, leisure operators, FEC owners, investors, and creative partners looking to develop memorable guest experiences.
Mersive Design is an immersive entertainment and themed attraction development company creating scalable concepts for malls, resorts, hotels, events, destination venues, and leisure operators. As Managing Partner, I lead the company’s creative strategy, commercial positioning, concept development, and partner outreach. My role focuses on transforming early entertainment ideas into structured, pitch-ready and execution-ready concepts. Key responsibilities: • Lead concept development for immersive attractions, haunted experiences, modular walk-throughs, and themed guest environments • Develop guest journeys, storylines, attraction layouts, scene concepts, and experience flow • Create investor decks, operator proposals, commercial presentations, and visual concept briefs • Structure revenue models, rollout strategies, and venue-specific attraction formats • Identify opportunities with malls, resorts, hotels, cruise operators, events, FECs, and destination venues • Coordinate with designers, scenic suppliers, fabrication partners, consultants, and production teams • Build partnerships with developers, operators, brands, and leisure industry stakeholders • Package creative concepts into commercially viable entertainment products Focus areas include modular mini-haunts, immersive photo-op worlds, haunted attractions, pop-up entertainment, themed environments, and location-based entertainment concepts.
Lead the creative, operational, and commercial development of Hysteria Dubai, the region's first of its kind haunted attraction located inside Dubai Mall. Responsible for guest experience, attraction development, show quality, operations, staffing, marketing direction, partnerships, and ongoing business strategy. • Developed and operated one of the Middle East’s first dedicated haunted attraction experiences. • Led creative direction, theming, scare design, guest journey, and attraction updates. • Managed daily operations, staffing, training, customer experience, and attraction safety standards. • Oversaw sales, marketing, partnerships, mall coordination, and commercial performance. • Built practical experience in location-based entertainment, guest flow, queue management, seasonal demand, and attraction operations. • Welcomed over 200,000 guests since opening. • Operated continuously for 10 years in Dubai Mall.
• Founded Xoria Graphics as a boutique design studio that grew into a full service advertising agency • Successfully handled accounts for global companies across different fields including jewelry, luxury clothing and F&B brands • Recruited and managed a team of high-performing professionals • Specialized in branding and guideline development