In February 2024, Augment was invited by the Luxembourg Trade and Investment Office and Dubai Internet City to participate in the prestigious STEP Conference held in Dubai. This event presented a prime opportunity for Augment to showcase its innovative solutions in digital facility management and foster strategic partnerships in the Middle East. The delegation, led by Rida Klink and Philippe Assi, embarked on a series of high-profile meetings with potential investors, partners, and key industry stakeholders, marking a significant step in Augment's global expansion efforts.

A significant highlight of the conference was the involvement of Jean-Marie Frentz, Director of the Luxembourg Chamber of Commerce Gulf Region. Augment was the only Luxembourgish company represented at the conference on behalf of the Chamber of Commerce, and Jean-Marie was present to support this endeavor. His deep understanding of the regional market and extensive network proved invaluable. Jean-Marie showed interest in Augment's Wiretwin solution and its potential for scalability within the UAE's digital transformation goals. His support extended to offering strategic advice and exploring further opportunities, thus cementing a strong foundation for Augment’s expansion in the region.

Augment's participation also extended to discussions with educational institutions and tech partners. Meetings with representatives from the American University of Beirut (AUB) and LAU Innovation Fund explored potential collaborations in developing digital twin curriculums and academic licenses for Wiretwin. Furthermore, strategic discussions with tech firms such as Google Cloud Accelerator and PlanRadar emphasized the integration of advanced technologies like AI and IoT. These interactions not only bolstered Augment's presence in the Middle East but also laid the groundwork for future growth and innovation in the region.