A letter from Business France.
In December 2025, the Deputy Chief Executive Officer of Business France wrote to the House of Ci about the French-Saudi Business Forum in Riyadh — held under the momentum of Expo 2030 and the Road to World Cup 2034. This page keeps the letter exactly as we received it.
From Business France, the French government agency for international business development, Paris. To Rabih Ela, CEO, Cedrus International®. Concerning the French-Saudi Business Forum — Expo 2030, Road to World Cup 2034, held in Riyadh. Scope: the scenography, booths and overall visual identity of the Forum, including the booths of the Booster Grow Global 2025 program. Signed in Paris on 17 December 2025 by Didier Boulogne, Deputy Chief Executive Officer.
Some projects end with a handover. A few end with a letter. When France and Saudi Arabia brought their flagship business forum to Riyadh, the House of Ci was asked to give the day its stage — the scenography, the booths, the visual identity that would carry two countries’ ambitions in one room. The result, in Business France’s own words, played “a decisive role in the success of this flagship event.”
The letter singles out the clarity, coherence and visual impact of the booths — including those built for the Booster Grow Global 2025 program — and gives special recognition, by name, to our Art Director Jane Jbara, for direction that helped place French innovation at the centre of the stage. It closes looking forward: to working together again, “whether in Riyadh, Dubai or Paris.”
“The creativity, artistic vision and technical excellence showcased by CI DESIGN played a decisive role in the success of this flagship event.”
Subject: Thank You for an Outstanding Creative Contribution to the French-Saudi Business Forum.
Dear Mr. Rabih Ela, on behalf of Business France, I would like to extend my sincere thanks to you, and through you to the entire CI DESIGN / Cedrus International team, for the remarkable work delivered in the framework of our partnership during the French-Saudi Business Forum — Expo 2030, Road to World Cup 2034, held in Riyadh.
The creativity, artistic vision and technical excellence showcased by CI DESIGN played a decisive role in the success of this flagship event. The scenography, booths and overall visual identity brought a strong sense of elegance, innovation and precision, perfectly aligned with the strategic momentum of the Forum and the ambition of the France–Saudi Arabia partnership.
We were particularly impressed by the high level of design mastery and execution demonstrated throughout the project. The booths, including those dedicated to the Booster Grow Global 2025 program, stood out for their clarity, coherence and strong visual impact. In this regard, I would like to express special recognition to Ms. Jane Jbara, Art Director, whose outstanding artistic direction and attention to detail significantly contributed to highlighting French expertise, innovation and the excellence of our French Tech companies on stage.
Beyond aesthetics, the artistic dimension of the scenography enabled our companies to be highly visible, clearly positioned and strongly valued, reinforcing Business France’s ambition to place French innovation at the heart of major international events.
We would also like to warmly thank all CI DESIGN teams who worked hand in hand with our Business France Riyadh teams, demonstrating professionalism, commitment and a true spirit of partnership to make this day a memorable and impactful sequence.
Business France is proud to have activated this collaboration with CI DESIGN at a moment of strong strategic momentum between our two countries. We sincerely hope to continue this fruitful partnership and would be delighted to work again with Cedrus International on future events, whether in Riyadh, Dubai or Paris.
Please accept our warmest thanks and congratulations for this outstanding achievement. Yours sincerely, Didier Boulogne, Deputy Chief Executive Officer, Business France.
To Mr. Boulogne and every colleague at Business France — thank you for your trust. A house is only asked to build the stage of nations when it has earned belief, and you gave us yours at a moment that matters to France and Saudi Arabia alike. On behalf of Art Director Jane Jbara, the studio, and every hand that built the Forum — merci, et à bientôt. We will meet again, in Riyadh, Dubai or Paris.
The Forum joins the work the house does every season across the Kingdom — events and experiential production and exhibition stands and pavilions — designed, engineered and built by one team.
Build your event with the house.
From national forums to brand pavilions — one accountable team from first sketch to show day.