< PreviousQ&A 62 JUNE 2025 THE BEAM BLUEPRINT BEAM is uniting innovation, sustainability and speed to transform how the world finishes buildings In a sector weighed down by legacy methods and fragmented supply chains, BEAM is taking a bold, system-wide approach to transformation. Led by CEO Felix Moral, the group brings together a network of high-performance companies under one synergistic platform, reimagining how fi nishing materials are designed, delivered and deployed. In this conversation, Moral reveals the vision behind BEAM, the shifts he sees in key regional markets, and why smart, sustainable materials are no longer a luxury but a necessity. Tell me about BEAM. What’s the vision behind bringing these companies together? The vision behind BEAM was never about size, it was about synergy. We saw an opportunity to unite several high-performing companies under a single strategic framework that could deliver more than the sum of its parts. By integrating operations across the fi nishing materials value chain—from R&D and manufacturing to installation systems we’re able to accelerate innovation, control quality end-to-end and respond to market shifts in real time. With operations in both Saudi and Egypt, how do you see each market evolving for fi nishing materials? Each market is at a diff erent stage of transformation, but both are incredibly dynamic. Saudi is driving the global conversation around urban innovation, with gigaprojects like NEOM and Qiddiya setting new standards for design, technology and sustainability. That opens the door for premium, future-ready materials that perform well in extreme environments, support digital integration, and meet rigorous green standards. Egypt, by contrast, is in a high-growth phase focused on scale and speed, with vast housing, infrastructure, and new city projects underway. The demand here is for durable, effi cient and aff ordable fi nishing systems that can be rolled out rapidly. BEAM is unique because we’ve built product lines tailored to each reality, and we have the operational infrastructure to support both premium and high-volume deployment. How is BEAM helping reduce the carbon footprint in construction? We’re embedding sustainability at the core of material design, not as an afterthought. We’ve phased out high-carbon fi nishes like fi red ceramics and substituted them with engineered, lightweight composites. We use recycled content where possible and design our systems for dry installation, eliminating water use, reducing construction waste and minimising environmental disruption on-site. We also look at the full life cycle: How do we lower transport emissions with lighter products? How can we extend product lifespan? How do we design for disassembly and reusability? Can you share how your products are making buildings more energy-effi cient? Finishing materials play a much bigger role in energy performance than most people realise. At BEAM, we’re integrating energy intelligence into the materials themselves. We off er cladding systems with refl ective surfaces that reduce solar gain, wall assemblies that incorporate thermal breaks, and fl oor and ceiling systems that help regulate internal temperatures. These innovations directly reduce cooling and heating loads, especially in hot climates like Saudi and Egypt, where HVAC can account for 50% to 70% of energy use. We’re also exploring adaptive materials, fi nishes that respond to environmental changes and pairing our products with smart sensors to provide real-time building performance data. How are you looking at scaling globally and staying competitive? Global scale doesn’t mean global uniformity, it means intelligent localisation. We’re expanding through a “glocal” model: replicating our systems in new markets via modular manufacturing and regional partnerships. That allows us to adapt to local codes, cultural aesthetics and supply chain realities while maintaining the BEAM standard of quality and performance. At the same time, we’re investing in technologies that give us a competitive edge: digital product confi gurators, BIM-integrated systems and automated production lines that reduce cost and error. Staying competitive globally means being proactive, not reactive. We’re already engaging Our goal isn’t just to reduce footprint, it’s to help the construction sector transition toward a more regenerative model” CW_June2025_62-63_BEAM_13615813.indd 6203/06/2025 23:18Q&A JUNE 2025 63 in dialogues with developers, architects, and governments in emerging markets, laying the groundwork for strategic, long-term growth. What sets BEAM apart when competing on an international stage? Many companies off er materials. BEAM off ers systems. We diff erentiate on three levels: integration, sustainability and speed-to-install. Our products are engineered to work together: cladding, partitions, ceilings and fl ooring that form a cohesive, high-performance shell. We design with sustainability from the start, not just by reducing carbon, but by improving occupant wellbeing, circularity and long-term resilience. And because our systems are modular and dry-installed, we enable projects to move faster with fewer on-site complications. We’re seeing a shift towards lightweight, fast-built solutions. How is BEAM leading that change? This is one of the most exciting trends in construction, and it’s exactly what BEAM was built for. Our portfolio is dominated by dry construction systems: lightweight wall partitions, fl oating fl oors and ventilated facades that install in a fraction of the time of traditional methods. These solutions reduce structural load, accelerate construction schedules, and improve on-site safety. We’re also working closely with off -site construction partners to pre-integrate our materials into modular builds and prefab panels. That’s a major area of growth for us. What’s your vision for the future of construction materials? Any innovations down the line? We believe the next decade will radically redefi ne what construction materials do. They will be smart, responsive, and multi-functional. We’re exploring materials that store carbon instead of emitting it, coatings that clean the air, and panels embedded with sensors to monitor humidity, stress, and even occupancy. We’re also investing in AI-assisted design and production, which will allow for mass customisation at industrial speed. BEAM is actively collaborating with tech labs, universities, and startups to stay ahead of the curve. Our ambition is simple: to lead the evolution of construction materials from static to smart, and from extractive to regenerative. Felix Moral, CEO, BEAM CW_June2025_62-63_BEAM_13615813.indd 6303/06/2025 23:18INSIGHTS 64 JUNE 2025 Sagar Chotrani, Co-founder & CEO and Kushal Desai, Co-Founder & Managing Director (centre) with the team of Publsh CW_June2025_64-65_Branding Insights_13624788.indd 6403/06/2025 23:19INSIGHTS JUNE 2025 65 BUILDING BRANDS, NOT JUST BUZZ Publsh is changing the way Dubai real estate companies cut through the noise In a market crowded with developments vying for attention, eff ective storytelling and sharp brand positioning have never been more critical. We spoke with Kushal Desai and Sagar Chotrani, the co-founders of Publsh, about how their agency has grown beyond traditional PR to help developers navigate shifting buyer behaviour, increasing competition and the evolving demands of real estate marketing in the region. How did Publsh grow from a PR agency into an orgnisation off ering creative, media, and communication services across industries like real estate? Publsh started as a PR fi rm, with a commitment to evolution ingrained in our core values. We quickly understood that eff ective brand communication in this modern age goes beyond traditional PR methods; it requires a comprehensive strategy that combines creativity, strategy and precise execution. This insight fuelled our expansion into a wide range of industries, including real estate, healthcare and luxury markets. Today, Publsh Media Group is a team united by our dedication to crafting impactful narratives, building credibility and engaging with audiences on a deep level. What’s the biggest marketing and communications challenges developers face today? How can agencies like yours help overcome them? Market saturation poses a signifi cant challenge for regional developers, with fi erce competition hindering their ability to distinguish themselves. When coupled with shifting buyer behaviours and evolving regulations, the landscape becomes increasingly complex. At Publsh, we collaborate with developers from the inception of their projects to cultivate trust and credibility. Our team crafts a unique identity for each project, ensuring it is strategically positioned with a compelling narrative that resonates with the audience. In addition to enhancing visibility, we assist developers in honing their targeting strategies to reach the right audience through tactical campaigns. By translating brand awareness into tangible engagement, we pave the way for sustained success in the long term. How can developers create a strong brand identity in a crowded real estate market? In a highly competitive and crowded market, developers require more than just an eye-catching logo or a well-designed property. Real estate represents a signifi cant life investment, often refl ecting years of diligent saving and hard work. Homebuyers seek a property that aligns with their dreams and values, emphasising the importance of trust in the developer. Engaging storytelling is essential in establishing this connection, weaving together elements of heritage, vision and authenticity to craft a brand that feels personalised. Buyers are naturally drawn to developers whose narratives mirror their desires for security, belonging and success. Immersive experiences further enhance this connection, enabling individuals to envision their future within a space that meets their criteria. What role do content marketing and thought leadership play in shaping a developer’s reputation and long-term value? Content marketing is essential for building credibility and infl uence within the developer community. By sharing expert commentary, reports, and engaging multimedia content, developers can establish long-term brand equity. While some may view thought leadership as self-promotion, it actually provides valuable insights that enhance a developer’s reputation and foster trust among stakeholders when executed eff ectively. Incorporating thought leadership into public relations, social media, and search engine optimisation strategies is crucial for ensuring developers’ insights are widely recognised. By featuring key spokespeople, amplifying their voices in the media, and sparking conversations on important industry topics, developers can establish themselves as authorities in their fi eld and attract valuable connections. Looking ahead, what are the top three marketing trends you believe developers should invest in over the next year? The future of marketing will be heavily infl uenced by technology. It is crucial for developers to carefully consider incorporating AI-powered personalisation for more precise audience targeting, immersive virtual experiences for improved property showcases and sustainability-focused branding to resonate with environmentally conscious buyers. Our team of creative experts meticulously crafts a unique identity for each project, ensuring it is strategically positioned with a compelling narrative that resonates with the target audience” CW_June2025_64-65_Branding Insights_13624788.indd 6503/06/2025 23:19CW_June2025_66_Badge_13631954.indd 6603/06/2025 23:21UNVEILING THE MOST INFLUENTIAL CONSTRUCTION LEADERS IN 2025 Note: Companies that opted out were excluded from the list T he construction industry plays a crucial role in the global economy, with its developments impacting many sectors and communities around the world. In the Middle East, the construction market has seen impressive growth in recent years, thanks to a surge of mega- and gigaprojects driven by both government initiatives and private investment. To spotlight this fast-moving industry, Construction Week Middle East is proud to present its annual ranking of the most infl uential leaders and companies driving change. Now in its 16th edition, the list is split into six categories: Developers, Contractors, Consultants, Sub-contractors, Architects and Legal Consultants. With rising talent and new fi rms joining, competition is fi ercer than ever. HOW WE RANKED THEM To create the power list, our editorial team reached out to major industry players and collected data through detailed questionnaires. Rankings were based on: • Total value of projects launched in the past year • Company revenue in 2024 and projections for 2025 • Project backlog as of 2024 • Corporate Social Responsibility (CSR) eff orts in the last 12 months • Overall public reputation This thorough process ensures the Power 150 truly refl ects the most impactful and forward-thinking companies in the Middle East construction sector. 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