Leading detection and raising fire safety standards: How Advanced is shaping Middle East projects
Iain Hoey
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Advanced’s Sasi Kumar, Sargunan Sellamuthu and Shadi Elhag talks driving fire safety innovation, delivering solutions for complex environments and meeting the needs of a changing market
Across the Middle East, questions about how detection, control and communication keep pace with rapid construction are now central to everyday project decisions.
In this trio of articles from Advanced, Sasi Kumar, General Manager MEA, considers technology demands highlighted at Intersec Dubai 2026.
Sargunan Sellamuthu, Business Development Manager Middle East, examines lessons from recent cinema, tunnel and mixed-use installations.
Shadi Elhag, Business Development Manager Middle East, focuses on residential and commercial projects shaped by changing codes and rising expectations for coordinated smoke control and communication.
Driving fire safety innovation with Sasi Kumar
The Middle East is experiencing a period of unprecedented growth, with new developments rising across the region, from the ambitious giga projects of Saudi Arabia to the luxury towers of Dubai and the expanding infrastructure of Qatar.
As urban landscapes evolve, so too do the challenges of protecting people and property.
At Advanced, our commitment is to deliver fire safety solutions that not only meet today’s requirements but anticipate the needs of tomorrow’s cities.
Intersec Dubai 2026, taking place from 12-14 January at the Dubai World Trade Centre, is the region’s premier platform for fire and security innovation.
This year, we’re proud to showcase our latest UL and EN fire protection technologies at Stand F24 in Hall 4, reflecting our ongoing investment in the Middle East and our dedication to supporting projects of every scale and complexity.
Our portfolio is designed to address the region’s diverse requirements.
The UL 864-approved Axis AX system is engineered for large-scale, high-rise, and mission-critical applications, offering robust networking for up to 200 panels, rapid communication, and advanced cause-and-effect programming.
Features such as PerfectSync technology ensure synchronised strobes and audio alerts, eliminating confusion during emergencies, a vital capability for tall buildings where voice evacuation is essential and fire brigade access can be limited.
Integrated audio supports both live paging and pre-recorded messages, with multi-channel delivery for clarity and coordination.
For EN-standard projects, the next-generation Axis EN system delivers enhanced performance, energy efficiency, and configuration flexibility.
Its hybrid wired and wireless capability makes it ideal for retrofits, heritage sites, and complex installations where dependable connectivity is paramount.
We’re also addressing the persistent challenge of false alarms with AlarmCalm, available on Axis EN and MxPro 5 panels, enabling tailored investigation delays and verification logic to minimise unnecessary evacuations and downtime.
But our commitment goes beyond detection.
At Intersec, we’ll be demonstrating DynamixSmoke, a visual, grid-based tool that simplifies smoke control configuration for fans, dampers, and pressurisation systems.
For asset protection, ExGo provides reliable extinguishing control, approved to EN12094-1 and EN54 standards, safeguarding critical equipment without water damage.
AxisGo brings the benefits of Axis EN to single-loop, non-networkable panels that are quick to install and easy to configure, while QuickZone provides dependable conventional protection across up to 32 zones.
As development accelerates across sectors such as healthcare, hospitality, and transportation, the need for intelligent, adaptable fire protection grows.
Advanced works closely with regional partners and is actively seeking new collaborations to support evolving safety requirements across the Middle East.
Our team will be on hand throughout Intersec to discuss how we can help meet your project needs, whether you require UL-listed systems for large-scale developments or EN solutions for complex retrofits.
Axis AX in Action with Sargunan Sellamuthu
The diversity of projects in the Middle East demands fire safety systems that are not only powerful but also adaptable.
Our experience with installations such as Reel Cinemas in Bahrain’s Marassi Mall demonstrates the value of a flexible, integrated approach.
In this project, the Axis AX system was selected for its ability to manage a dynamic environment, protecting cinema-goers and staff across multiple screens, VIP lounges, kitchens, and common areas.
The Axis AX’s advanced configuration options and robust networking allowed us to overcome logistical challenges, integrating seamlessly with third-party systems like access control, fan units, kitchen hoods, and gas suppression.
The inclusion of voice evacuation has ensured clear, effective communication in emergencies, while the system’s scalability means it can grow with the venue’s needs.
This versatility is echoed in other sectors.
For example, in Oman’s Bidbid Tunnel, the Axis AX system was chosen for its resilience in a challenging environment, integrating fire detection, suppression, and jet fan control to manage smoke and ensure safe evacuation.
The ability to tailor solutions, whether for a high-rise, a tunnel, or a shopping mall, sets Advanced apart.
Our EN-approved Axis EN platform offers similar strengths for projects requiring compliance with European standards.
Its hybrid capability allows wired and wireless devices to be combined, making it ideal for heritage sites or live buildings where cabling is impractical.
The system’s networking supports up to 200 panels, providing a future-proof foundation for even the largest developments.
A key trend we’re seeing is the growing demand for integrated systems that combine fire detection, smoke control, and voice evacuation in a single platform.
This not only simplifies design and installation but also enhances safety by ensuring all critical functions are coordinated.
For example, in the Marassi Mall project, the Axis AX system’s PerfectSync technology ensured that audio and visual evacuation signals were perfectly synchronised across the entire network, eliminating confusion and enabling faster, safer evacuations.
Another area of focus is false alarm management.
In environments such as hotels, hospitals, and shopping centres, unwanted alarms can be highly disruptive and costly.
Our AlarmCalm technology, available in Axis EN systems, allows for tailored investigation delays and verification logic, reducing false alarms without compromising safety.
We also recognise the importance of ongoing support and training.
Our technical teams work closely with installers and end users to ensure systems are configured correctly and maintained to the highest standards.
Ultimately, our goal is to deliver peace of mind.
By offering systems that are easy to configure, integrate, and expand, we help our clients protect people and assets, no matter how complex the environment.
Meeting the needs of a changing market with Shadi Elhag
The Middle East’s construction boom is driving demand for intelligent, integrated fire safety solutions, especially in the residential and commercial sectors.
In Saudi Arabia, for example, the rise of giga projects and high-rise developments has brought new challenges and opportunities for fire protection.
Recent tragedies, such as the Cairo Telecommunications fire, have underscored the importance of smoke control and voice evacuation.
In response, the Saudi Fire Protection code now includes dedicated chapters on smoke control, and end users are prioritising systems that combine detection, smoke management, and coordinated evacuation.
Our Axis AX and Axis EN platforms are designed to meet these needs.
In Dubai’s Sobha S Tower, a landmark residential development, the Axis EN system provides comprehensive protection with addressable panels, voice evacuation, fire telephone, and smoke management capabilities.
The network supports seamless communication across all areas, ensuring rapid response and peace of mind for residents.
End users are also seeking solutions that offer interoperability, remote monitoring, and future-ready features.
We are also seeing increased interest in solutions tailored to the unique needs of different sectors.
For example, in the hospitality industry, the ability to provide multi-language voice evacuation messages and integrate with guest management systems is highly valued.
In healthcare, rapid detection and targeted evacuation are critical, while in education, systems must be robust, easy to use, and capable of supporting large, complex campuses.
Looking to the future, we anticipate continued growth in demand for scalable, networked systems that can adapt to changing requirements.
The ability to support large networks, up to 200 panels with Axis AX and Axis EN, ensures our solutions remain relevant as projects expand or evolve.
We are also investing in new technologies such as artificial intelligence and machine learning to enhance detection accuracy, reduce false alarms, and support predictive maintenance.
As the region continues to evolve, our commitment remains the same: to provide reliable, scalable, and innovative fire safety systems that protect lives and support the ambitions of the Middle East’s growing cities.
By working closely with our partners, listening to our customers, and investing in the future, we are helping to raise fire safety standards across the region.