Hani Ashkar, PwC. Hani Ashkar, PwC.

PwC and Strategy& plan to open a Digital Experience Centre in Dubai, to provide digital-centric services to clients in the region.

The Digital Experience Centre will open in mid-2016 and will occupy an entire floor of Emaar Square offices. The digital and physical environment will feature a state-of-the-art immersion lab and collaboration spaces, engineered for PwC and clients to reimagine their customer's experience, their businesses and co-create a plan to get there.

"Businesses and Governments don't need a digital strategy, they need a strategy for the digital age," said Hani Ashkar, PwC Middle East Senior Partner. "Digital is not just about the technology, it's about harnessing the power of technology, information and people to redefine business models, reimagine the customer experience, find new ways to solve problems and fulfill uncapped potential."

The Digital Experience Centre will be home to over 200 of PwC and Strategy&'s creative, digital business, and industry experts collaborating to innovate future products, services, processes and businesses, all helping clients to solve their most important problems in the digital era.

The Experience Centre will also leverage top thinkers and leading practices from a variety of alliance partners such as Google, plus relationships with leading universities and tech startups. The announcement further supports the launch last week of the ‘Sheikh Mohammed bin Rashid Al Maktoum Fund to Finance Innovation', worth Dh2 billion, during UAE innovation week. PwC was an integral part of many of the UAE government innovation activities including the launch of the Dubai Innovation Index, a government panel on the role of innovation in FDI, and several others.