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, and answers it.
Scenography, booths and visual identity by the House of Ci, 23–25 November 2025. Read the making of that stage →
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 Mrs. 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.”
French Republic
Liberty · Equality · Fraternity
Business France
Paris, 17 December 2025
For the attention of Mr. Rabih Ela — CEO, Cedrus International
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.
Business France, 77 Boulevard Saint-Jacques, F-75014 Paris
Tel: +33 (0) 1 40 73 30 00
Public industrial and commercial establishment — SIRET 451 930 051 00052 — APE 8413 Z
The letter is addressed to Mr. Rabih Ela, Founder & CEO of Cedrus International® House of Ci, and names one more person: Mrs. Jane Jbara, Art Director of the House of Ci — for “outstanding artistic direction and attention to detail”.
Riyadh Digital City, November 2025 — the booths, the Choose France wall and the press wall, built by the house. See the whole story →
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 Mrs. Jane Jbara, the studio, and every hand that built the Forum — merci, et à bientôt. We will meet again, in Riyadh, Dubai or Paris.
A special, heartfelt thank you to Mr. Rachid Boulaouine, Head of Business France Saudi Arabia. From the very first brief to the last night of the Forum, Rachid stood beside the house — opening doors, holding the line when the clock was against us, and trusting our hands with the stage of two nations. This Forum carries his signature as much as ours. Merci, Rachid.
Our thanks go equally to Mr. Axel Baroux, Head of Business France Middle East — and to the whole Business France team, among them Mrs. Hager Ben Nasr, Mr. Alexandre d’Espinose de Lacaillerie, Mr. Julien Barlier and Mr. Jean-Nicolas Hinard — for their trust and confidence in the House of Ci, and for their support at every step, from the first brief to the last light.
À M. Boulogne et à chaque collègue de Business France — merci pour votre confiance. Une maison n’est invitée à bâtir la scène des nations que lorsqu’elle a mérité d’être crue, et vous nous avez accordé la vôtre à un moment qui compte pour la France comme pour l’Arabie saoudite. Au nom de la directrice artistique Mme Jane Jbara, du studio et de chaque main qui a construit le Forum — merci, et à bientôt. Nous nous retrouverons, à Riyad, à Dubaï ou à Paris.
Et un merci tout particulier, du fond du cœur, à M. Rachid Boulaouine, directeur de Business France Arabie saoudite. Du premier brief à la dernière soirée du Forum, Rachid est resté aux côtés de la maison — ouvrant les portes, tenant le cap quand le temps jouait contre nous, et confiant à nos mains la scène de deux nations. Ce Forum porte sa signature autant que la nôtre. Merci, Rachid.
Notre gratitude va également à M. Axel Baroux, directeur de Business France Moyen-Orient — ainsi qu’à toute l’équipe de Business France, et parmi elle Mme Hager Ben Nasr, M. Alexandre d’Espinose de Lacaillerie, M. Julien Barlier et M. Jean-Nicolas Hinard — pour leur confiance en la Maison de Ci et pour leur soutien à chaque étape, du premier brief à la dernière lumière.
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.