asembl.group has acquired Noble Live FZCO, a Dubai events business, from veSpace. Formation Global, asembl.group’s exhibitions partner, will also work alongside the Dubai operation following the deal. Penny Noble, who has led the business since founding it, stays on to run it day to day.
There’s a backstory the announcement doesn’t mention. Noble Live’s sister company in the UK, Noble Events, collapsed into administration in January, less than a year after veSpace bought it out of a previous administration in February 2025. veSpace’s chief executive said at the time that “the business was no longer viable due to a downturn in the customer industry.” Penny Noble joined asembl.group as client relationship director that same month, along with four of her former Noble Events colleagues. The Dubai arm, Noble Live, had continued operating under veSpace throughout; this deal brings it under the same ownership as Noble, reuniting her with the business she built.
asembl.group was founded in 2021 by Gavin Farley, formerly of In 2 Events. It now has operations in the UK, the UAE and Asia-Pacific.
“This isn’t simply about expanding our footprint. It’s about investing where our clients are investing,” said Gavin Farley, chief executive of asembl.group.
Anita Lowe, chief executive of veSpace, said: “Noble Live has built an outstanding reputation in Dubai under Penny’s leadership, and it was incredibly important to us that the next chapter for the business was with organisations that shared the same values, entrepreneurial spirit and ambition for growth.”
Jody Milton, chief executive and co-founder of Formation Global, said the deal pairs local knowledge with international reach: “Noble Live adds outstanding local knowledge and relationships in the UAE, while asembl.group provides the wider international platform and live event expertise.”
Penny Noble, managing director of Noble Live Dubai, said: “Joining the asembl.group family is an exciting milestone for Noble Live. Our clients will continue working with the same trusted team they know today, now supported by an international business that shares our ambition for growth and excellence.”