Laticrete-branded Experience Center unveiled by PrimeTech in Sharjah – A first in the UAE
The UAE's first dealer-initiated facility of its kind aims to empower builders with advanced systems and sustainable solutions
A Laticrete-branded Experience Center has been inaugurated in the UAE, marking a significant milestone in the global leader's commitment to innovation and professional engagement. The new facility, launched by PrimeTech Trading Establishment - a prominent supplier of building materials in the region is located in the Rolla district of Sharjah. It stands as the first dedicated Laticrete Experience Center in the country established by a dealer. The center offers a hands-on, system-focused learning platform designed specifically for construction professionals.
The grand inauguration was led by Al Waleed Khalid Ahmed bin Khadim Al Nuaimi, chairman of PrimeTech, alongside Ritesh Singh, regional head - Laticrete Middle East and Africa, and Maged Nasr, general manager of Al Nahda Engineering Consultant.
A hub for innovation
Designed as a dynamic platform for knowledge sharing and practical learning, the experience centre serves as a hands-on, system-focused environment for construction professionals. The space showcases Laticrete's comprehensive suite of integrated construction solutions - ranging from surface preparation and waterproofing to tile adhesives, stain-resistant grouts, decorative finishes, and next-generation technologies such as 3D-printing mortars and lightweight adhesives. Live demonstrations and permanent interactive setups offer visitors a first-hand look at product applications, performance characteristics, and industry best practices, all within a controlled and accessible setting.
"This experience centre embodies Laticrete's mission to go beyond delivering products - we offer complete, trusted solutions backed by advanced technology and a deep commitment to sustainability," said Singh.
"Our presence in the region has been instrumental in many landmark projects. With this center, we bring that legacy directly to professionals - empowering them to build faster, smarter, and more sustainably. As part of Laticrete's Vision 2030, we are committed to innovation, eco-conscious growth, and the development of future-ready construction systems."
Championing industry advancement
Sajid Kayinoth, executive director - PrimeTech Trading, highlighted the company's vision of offering not just materials, but end-to-end construction solutions supported by technical expertise and customer-centric service.
"This experience centre is a testament to our long-standing partnership with Laticrete and our shared mission to elevate industry standards through innovation, education, and sustainable practices," he noted.
Local expertise with global strength
Laticrete, a global leader in construction technology for nearly seven decades, has a presence in over 100 countries. In the Middle East, the brand maintains robust operations across Saudi Arabia, Qatar, Kuwait, Oman, Egypt, and Jordan.
Laticrete has maintained a strong presence in the UAE for over 30 years. In 2003, it strengthened its regional commitment by establishing a state-of-the-art manufacturing facility in Ras Al Khaimah, along with a dedicated sales and technical office in Dubai. This infrastructure enables fast, region-specific service and tailored solutions for residential, commercial, and industrial projects.
Laticrete systems have been integral to numerous iconic developments across the region, including the Dubai and Doha Metro networks, Sheikh Zayed Grand Mosque, Expo 2020 pavilions, airport terminals, government buildings, and luxury hospitality projects - offering unmatched durability, efficiency, and design flexibility.
Shaping the future of construction
With the opening of the Laticrete Experience Centre in Sharjah, PrimeTech and Laticrete are setting a new benchmark for industry collaboration, technical education, and sustainable innovation in the UAE.
This initiative marks the beginning of an exciting new chapter - where local expertise meets global excellence to shape the future of construction in the region.
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