Byrne Equipment Rental, one of the Middle East’s leading equipment rental companies, has been recognised as an ADIPEC Impact Champion 2025.

The company is one of 20 from over 2,000 global exhibitors that has received this distinction.

The recognition honours exhibitors that best embody this year’s theme, ‘Energy. Intelligence. Impact’.

It highlights how a regional company, powered by local intelligence and guided directly by leadership, can deliver results on par with the industry’s largest players.

“This recognition reflects the power of focus, collaboration and authenticity,” says Quentin Lo, Chief Strategy Officer of Byrne Group.

“Our stand was shaped directly by our CSO and Deputy CEO, ensuring every element reflected our vision and our customers’ needs. We’re proud to show that Middle Eastern companies can perform at a global standard, proving that regional insight and innovation truly make a difference,” he adds.

Byrne’s stand, which represented leadership, intelligence and innovation in action, delivered many innovative, multilingual, and immersive experiences:

• Leadership-led: Directed by the Chief Strategy Officer and Deputy CEO to align strategic vision with genuine customer connection.

• AI chatbot with a regional voice: Visitors interacted with Byrne’s AI-powered humanoid chatbot, designed to speak naturally in Arabic, Chinese and English, reflecting Byrne’s commitment to serving both its local customers and multinational partners, and providing a friendly, human way to explore the company’s services and sustainability initiatives.

• VR experience for modular solutions: Through an immersive virtual reality experience, visitors explored Byrne’s temporary building and modular solutions, gaining a realistic understanding of how flexible and sustainable structures meet modern project needs.

• Creative and educational storytelling: Byrne combined imagination and innovation through an “AI Transformer” animation and a short educational video, explaining the benefits of battery storage and solar hybrid systems. This helped audiences visualise how renewable energy and intelligent design can enhance operational efficiency and sustainability.

• In-house collaboration: All creative, digital and operational content was developed internally by Byrne’s marketing and operations teams, showcasing the strength of regional expertise achieving international-level quality. —OGN / Trade Arabia News Service