The German ProAV dry-hire specialist Lang AG is expanding into the Middle East. The company has established a new subsidiary to serve the GCC market, particularly the UAE and Saudi Arabia, with its own rental equipment pool. Previously, projectors, LEDs, and other equipment were air-shipped from Germany for projects in the region.
Lang AG, based outside of Cologne, has long outgrown its German home market. It operates subsidiaries in Switzerland, Great Britain, and Spain, serving key European markets with local teams and dedicated rental equipment pools. Additional equipment is only shipped from the main headquarters’ large warehouses for major events and trade shows.
Lang AG is already present at major events outside Europe, with many large concert organizers frequently using its equipment. Due to the growing demand from the GCC region, the company is now establishing its own subsidiary there.
In addition to LED and projection technology, there is significant interest in event drones, especially in the area between Dubai and Jeddah. The new Lang Middle East subsidiary will be led by Oliver Luff, formerly of Universal Pixels and PRG.
