Rewriting the Rules of Live Media: How Space LIVE Production is Setting New Standards in the UAE
Their state-of-the-art studio and advanced technologies are transforming how content is created and broadcast, delivering immersive experiences
When Anna Morgenstern first walked into the empty venue that would become The Space Events & Sports, she didn’t just see walls and floor plans - she saw opportunity. A massive gap in the UAE’s creative and media ecosystem. A need for a platform that can unite venues, production, and content under one brand.
Today, as the CEO of The Space, she’s driving one of the most ambitious creative-tech expansions in the region. In this exclusive conversation, Anna shares her long-term vision for The Space, her philosophy on leadership, and how the studio’s in-house arm, Space Live Productions, is already reshaping the way media is created, streamed and distributed in the UAE and beyond.
Q1: Anna, let’s start with the big picture. What was the inspiration behind The Space and the launch of Space Live Productions?
Anna: We started with a simple question: Why isn’t there one central, high-quality destination in the UAE where creators, companies and production teams can go from idea to execution across two specialised spaces? There were great studios and venues, but not one that brought everything together - tech, talent, service and speed. That was the gap. So we built The Space Events & Sports, a state-of-the-art venue and an in-house production powerhouse, Space Live Productions. Our vision is clear: to become the UAE’s top destination for high-impact and high-quality content. And to do that, we built the infrastructure, the team and the creative mindset from day one.
Q2: That’s a bold goal. How do you approach leadership in building something so new and ambitious?
Anna: I believe leadership is about setting the tone, direction and trust. My role isn’t to have all the answers. It’s to create the space, literally and culturally, where bold ideas and great execution can thrive. I’m fortunate to have a team that’s both creative and operationally strong. People like Nour Abdelaal, our Managing Director of Space Live Productions, bring the vision to life every day. I try to lead with high expectations and low ego. We move fast, we stay flexible, and we’re always listening to creators and clients.
Q3: Let’s talk about the studio itself. What makes Space Live Productions stand out in the market?
Anna: Space Live Productions was created to offer professional, high-quality production in a space designed for today’s fast-moving content world. It’s set up to handle everything from livestreams to podcasts to post-production. But what sets us apart is the experience, clients get everything they need, with the right team guiding them through every step.
Q4: Why is now the right time for a facility like this in the UAE?
Anna: We’re in a media revolution. The UAE is becoming a serious global player in creative industries. The government is backing innovation, and creators are stepping up. But the infrastructure has lagged. Streaming, podcasting, and branded content—these aren’t fringe formats anymore. They’re the core. The Space and Space Live Productions were built for this shift. We didn’t retrofit. We started fresh and built exactly what today’s content world demands.
Q5: Can you give us a peek at the kind of productions happening now?
Anna: Absolutely. We’re producing everything from sports commentary shows and branded podcasts to live-streamed events and long-form video interviews. One standout moment was when our team at Space Live Productions delivered a 24-hour Guinness World Record livestream with Olympic boxer Tony Jeffries' flawless execution, global audience, and real-time punch tracking. That’s the level we’re operating on. That 24-hour Guinness World Record stream, executed and directed by Nour Abdelaal and his team at Space Live, is the kind of high-stakes production that sets us apart.
Q6: You mentioned working with creators. How important is that community to your strategy?
Anna: It’s at the heart of it. We didn’t just build this for corporations. We built it for the new generation of creators in the region - people doing incredible things with limited access. That’s why we’re launching a content accelerator, giving selected creators access to our facilities, mentorship and full production support. If we grow the ecosystem, everyone wins.
Q7: What role does innovation play in your growth strategy?
Anna: For us, innovation is practical. It’s not just about having flashy gear - it’s about removing friction. We’re using AI tools in editing, building cloud workflows and integrating real-time graphics engines. But more importantly, we’re always iterating. Our offering evolves based on what creators and clients need. We listen, test, refine and repeat. That’s how we stay ahead.
Q8: Looking ahead, where do you see The Space and Space LIVE in the next two years?
Anna: We want to be the go-to brand for events and live production in the UAE - and a key player across MENA. That means growing partnerships, scaling our tech and expanding our creative services. We’re especially focused on sports and entertainment formats. But beyond the growth, I want people to associate our brands with quality. When something says 'Produced by The Space,' it should mean excellence.
Q9: Any advice for other leaders building in fast-moving industries?
Anna: Build with your community, not just for them. Be open to launching before you’re ‘ready’, because you’ll never feel ready. And surround yourself with people who challenge you. Our momentum comes from having the right people in the right roles, and from listening more than we talk. That’s what keeps us sharp and moving forward.
With this, we come to the end of this valuable interview.
We thank Anna Morgenstern for sharing her thoughts on "Rewriting the Rules of Live Media: How Space LIVE Production is Setting New Standards in the UAE."
In a region that’s evolving fast, Anna Morgenstern is taking the long view, building a platform, not just a place. The Space Events & Sports as well as Space Live Productions are setting a new standard for how events and live content are created, scaled and shared. And with visionary leadership paired with hands-on execution, they’re proving that the future of media in the UAE isn’t coming, it’s already here. With Anna’s long-term vision and Nour’s on-the-ground leadership of Space Live Productions, The Space is proving that innovation and execution go hand in hand.
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