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Essel Media Hub announces acquisition of boo.lab

The acquisition expands the company’s media and production capabilities

Essel Media Hub announces acquisition of boo.lab
boo.lab's acquisition gives Essel Media Hub access to augmented and mixed reality technologies, as well as advanced techniques, such as 4D and live action shooting.

Essel Media Hub, a media and production company under the umbrella of the Essel Group ME, has recently completed the acquisition of boo.lab, a Spanish-based production company specialised in audio-visual and experiential media.

The acquisition adds a wide-range of media and production capabilities to Essel Media Hub's arsenal, which includes augmented and mixed reality technologies, as well as advanced techniques, such as 4D and live action shooting.

Gagan Goel, managing director, Essel Group ME said: "boo.lab's technical expertise perfectly complements Essel Serena's existing offering. This acquisition cements Essel Media Hub's leading position in the Middle East and internationally, and we are looking forward to supporting the company during its expansion."

To date, boo.lab's portfolio includes a range of high-profile media campaigns from a number of globally recognised brands. These include Coca Cola, Mercedes, Adidas, and Playstation. The company's list of accolades include winning both gold and silver awards from the Cannes Lions International Festival of Creativity, Prague International Advertising Festival, and the Grand Prix of Design from FIAP.

Essel Group ME formed following the acquisition of Essel Serena from Serena Digital in 2017, the group aims to continue expanding its portfolio to tackle new opportunities across Europe, Middle East, and Africa (EMEA).

Walid Saad, manager, Essel Serena said: "All of us at Essel Serena are excited to work with a media and production house that has such an outstanding reputation for innovation. We welcome boo.lab's visionary creative teams and high-performing technical engineers to our team - we can't wait to get started!"

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