Revolutionary Platform Design Marks Major Evolution in AI Infrastructure, Eliminating Traditional CPU Requirements While Delivering Breakthrough Performance Density, Linear Scalability and Exceptional Power Efficiency for Enterprise AI Factories

WASHINGTON and CAMPBELL, Calif., Oct. 29, 2025 /PRNewswire/ — From GTC Washington, D.C. 2025: WEKA today announced that it is developing the next generation of NeuralMesh™ by WEKA®, its intelligent storage system, for the newly announced NVIDIA BlueField-4 data processing unit (DPU), marking a transformational shift in how AI infrastructure will be architected and deployed. This groundbreaking approach eliminates the need for standalone CPU servers, instead leveraging the unprecedented 800 Gb/s networking bandwidth and 6x compute improvement of NVIDIA BlueField-4 to deliver what WEKA CEO Liran Zvibel hails as “the perfect foundation for the future of AI data infrastructure.”

WEKA Announces New NeuralMesh Architecture Built for NVIDIA BlueField-4

Reimagining AI Infrastructure Architecture
Rather than deploying NeuralMesh on traditional servers with separate CPUs, the new generation of WEKA’s NeuralMesh storage software will run directly on NVIDIA BlueField-4, fundamentally simplifying AI infrastructure deployment while dramatically improving economics, performance, and power efficiency. This architectural shift represents WEKA’s most substantial alignment yet with NVIDIA’s infrastructure roadmap and vision for the AI data center.

The Perfect Complement to Modern AI Infrastructure
NVIDIA BlueField-4 brings programmable infrastructure, acceleration, zero-trust security, and massive networking capabilities that align seamlessly with NeuralMesh’s microservices-based mesh architecture. When paired with NVIDIA’s latest accelerated compute platforms, BlueField-4 and NeuralMesh create a unified, efficient foundation for gigascale AI factories.

“The rapid evolution of AI demands intelligent data infrastructure that can adapt and scale with unprecedented efficiency,” said Liran Zvibel, co-founder and CEO at WEKA. “WEKA’s NeuralMesh architecture, built for NVIDIA BlueField-4, is a tremendous leap forward, providing the foundational storage for next-generation AI factories.”

“The demands of AI reasoning and other inference workloads require a new foundation for data infrastructure – one that unifies compute, network, and storage for unprecedented efficiency and scale,” said Justin Boitano, vice president, Enterprise Products, NVIDIA. “With NVIDIA BlueField-4 integration, WEKA’s NeuralMesh storage system supports this architectural transformation to power efficient data processing in gigascale AI factories.”

Benefits of the BlueField-4-Powered Architecture
WEKA’s next-generation NeuralMesh storage system, built on BlueField-4, will deliver:

• Exceptional Power Efficiency: Delivering over 100x tokens/watt improvement for agentic AI workflows
• Simplified Infrastructure: Eliminates the need for dedicated storage servers with standalone CPUs, reducing complexity and footprint.
• Superior Economics: Dramatically lowers infrastructure costs by consolidating compute, networking, and storage functions.
• Enhanced Performance: Leverages BlueField-4’s 800 Gb/s networking and 6x compute improvement for unmatched data movement speeds.
• Seamless Integration: Aligns with NVIDIA’s infrastructure roadmap and AI factory architectures.
• Zero-Trust Security: Built-in security acceleration and tenant isolation at line rate through the NVIDIA DOCA™ software framework.

A Collaboration for the Age of Reasoning
WEKA and NVIDIA have collaborated closely for close to a decade, spanning NVIDIA AI Enterprise software, WEKA’s achievement of multiple NVIDIA certifications, and collaboration on the introduction of new NVIDIA technologies. NeuralMesh storage software built on BlueField-4 represents WEKA’s deepest integration of NVIDIA technologies yet.

“Power efficiency is key to bringing gigascale AI factories online. NVIDIA BlueField-4 and WEKA’s NeuralMesh storage software will directly address this challenge, delivering breakthrough tokens-per-watt efficiency without compromising performance, scale, or operational simplicity. We view NeuralMesh’s integration with BlueField-4 as a strategic growth engine that can simplify and accelerate Enterprise AI factory deployments for our customers,” said Nilesh Patel, chief strategy officer at WEKA.

Availability and Next Steps
WEKA is actively developing its next-generation NeuralMesh software release for NVIDIA BlueField-4, with detailed roadmap information to be shared with customers and partners in early 2026. Organizations interested in learning more about WEKA’s NeuralMesh architecture can contact WEKA directly or visit www.weka.io. 

About WEKA
WEKA is transforming how organizations build, run, and scale AI workflows with NeuralMesh™ by WEKA®, its intelligent, adaptive mesh storage system. Unlike traditional data infrastructure, which becomes slower and more fragile as workloads expand, NeuralMesh becomes faster, stronger, and more efficient as it scales, growing dynamically with AI environments to provide a flexible foundation for enterprise AI and agentic AI innovation. Trusted by 30% of the Fortune 50, NeuralMesh helps leading enterprises, AI cloud providers, and AI builders optimize their GPUs, scale AI faster, and lower their innovation costs. Learn more at www.weka.io or connect with us on LinkedIn and X.

WEKA and the W logo are registered trademarks of WekaIO, Inc. Other trade names herein may be trademarks of their respective owners. 

WEKA: The Foundation for Enterprise AI

Global clean energy leader brings AI-powered innovation to one of the world’s most solar-active nations

MELBOURNE, Australia, Oct. 29, 2025 /PRNewswire/ — EcoFlow, the global pioneer in portable power and one of Europe’s leading providers of home energy storage solutions, has officially expanded into the Australian home energy storage market. Unveiling at All Energy 2025, the nation’s largest solar and renewable energy exhibition, EcoFlow’s launch marks a major milestone in its global growth – and a new era of smart, sustainable home energy for Australians.

Already recognised as Australia’s number one provider of portable power stations, EcoFlow brings its proven innovation, reliability, and customer trust to the residential storage market – delivering smarter, safer, and more efficient energy systems for installers and homeowners alike.

At the event, EcoFlow will introduce its all-in-one AI-powered Home Energy Ecosystem (HEMS) and announce new strategic partnerships with retailers including Lamm Coastal and Sold Solar Services, distributors including Energy Spurt, and solution providers including OpenSolar and Village Energy, marking the company’s first step in establishing a strong local presence and installer network across Australia.

“Australia leads the world in solar adoption, and EcoFlow is here to help take the next step – turning that solar into smart, connected energy management,” said Craig Bilboe, EcoFlow’s Country Manager for Australia & New Zealand. “Our Home Energy Ecosystem not only helps Australians cut bills and stay powered during blackouts, but also empowers installers with the tools, technology, and support to grow their businesses through systems that are smarter, faster, and easier to deploy.”

Built for Installers – Fast, Flexible and Connected

EcoFlow’s Home Energy Ecosystem unites generation, storage, and management into one intelligent platform helping households make the most of their solar power and reduce dependence on the grid. Powered by AI-driven forecasting and real-time insights, the system learns each home’s usage patterns to optimise energy consumption automatically.

The EcoFlow Ecosystem combines the PowerOcean solar battery system with a range of connected devices, including the PowerPulse 2 EV Charger, PowerGlow Smart Immersion Heater, PowerHeat Air-to-Water Heat Pump, EcoFlow Smart Plug, and PowerInsight 2 Energy Monitor. Together, they offer a complete, scalable home energy solution designed to simplify installation and maximise system performance.

Unrivalled Interoperability

EcoFlow’s ecosystem is designed to work seamlessly with leading smart home platforms and connected devices, including tado°, Tapo, Google Nest, and Matter-enabled systems.

The ecosystem also supports dynamic tariffs – through flatpeak, users can access the dynamic tariffs of leading Australian providers such as Origin, AGL, and Energy Australia. This unmatched interoperability allows installers to deliver a truly unified home energy experience – integrating heating, cooling, EV charging, and solar into one intelligent network that adapts to each user’s lifestyle.

Together, these products enable homeowners to:

• Lower electricity bills by storing excess solar for evening use.
• Stay powered during blackouts, particularly during summer storms and heatwaves.
• Future-proof their homes with modular batteries expandable up to 180kWh.
• Optimise efficiency with AI forecasting that predicts generation and usage with up to 90% accuracy.

Proven Performance, Local Focus

Already trusted in tens of thousands of European homes, EcoFlow’s ecosystem is designed for durability, safety, and speed of installation. With an IP65-rated build, advanced LFP battery technology featuring integrated fire prevention, and a 15-year warranty, it’s built to handle Australian conditions. Its modular, plug-and-play design also allows for installations up to 50% faster than conventional systems – helping local installers scale up more efficiently.

A Long-Term Commitment to Australia

EcoFlow’s entry into the Australian market marks the beginning of a long-term investment in the region. The company will work closely with local partners, distributors, and installers to make intelligent home energy accessible nationwide.

To see the system first-hand, please visit stand E113 at All Energy Australia on 29th and 30th October in the Melbourne Convention and Exhibition Centre.

Availability

EcoFlow’s Home Energy Ecosystem will be available across Australia later this year. For more information, visit the EcoFlow Australia website.

About EcoFlow

Founded in 2017, EcoFlow is a global leader in portable and home energy solutions, on a mission to reinvent the way the world accesses power. Its award-winning range – from portable power stations and solar technology to the advanced Home Energy Ecosystem – empowers more than 5 million users in over 140 countries to live, work, and power more sustainably.

• Consolidated revenues reached AED 53.5 billion for the first nine months of 2025, an increase of 25.3 per cent YoY
• Consolidated net profit for the first nine months of 2025 reached at AED 11.8 billion, up 39.7 per cent compared to the same period last year
• Group subscriber base reached 202.2 million

ABU DHABI, UAE, Oct. 29, 2025 /PRNewswire/ — e& today announced its Q3 2025 consolidated financial results, reporting consolidated revenue of AED 18.6 billion, growing 29.2 per cent year-over-year (YoY), while consolidated revenues for the first nine months of 2025 recorded AED 53.5 billion, up 25.3 per cent YoY, reflecting the Group’s resilient business model and its ability to build on record-breaking first-half results.

e& continues strong growth in Q3 2025 with consolidated revenues up 29.2% to AED 18.6 billion

The group maintained its strong growth trajectory across its business verticals, with consolidated net profit in Q3 reaching AED 3.0 billion, while consolidated net profit for the first nine months of 2025 recorded AED 11.8 billion, a 39.7 per cent YoY increase.

In Q3, EBITDA rose by 29.2 per cent YoY, reaching AED 8.4 billion with a margin of 45.0 per cent. For the first nine months of 2025, EBITDA reached AED 23.8 billion, a growth of 22.3 per cent YoY, with a margin of 44.4 per cent.

e&’s total subscriber base reached 202.2 million in Q3 2025, representing a 14.0 per cent YoY growth. In the UAE, the number of subscribers reached 15.7 million, up 6.9 per cent YoY, driven by strong demand for advanced digital services and intelligent connectivity solutions.

Financial Highlights 

During the third quarter, e& delivered strong performance across all verticals, reinforcing its position as a global technology group. The period saw strong operational execution, landmark partnerships, and several first-in-market achievements that further strengthened e&’s foundation for long-term value creation. Following the close of the quarter, e& extended this momentum into GITEX Global 2025, unveiling new milestones that demonstrate the depth and direction of e&’s AI, cloud, and connectivity strategy.

Hatem Dowidar, Group Chief Executive Officer of e&, said: “Our strong performance in the third quarter builds on the momentum of the first half, with consolidated revenue growth of 29.2 per cent YoY to AED 18.6 billion during the quarter. This growth in revenues was carried through to our EBITDA, rising by 29.2 per cent YoY, reaching AED 8.4 billion with a margin of 45 per cent, reflecting the pace and progress of our transformation journey into a global technology group with a strong impact, powering economies, empowering people, and advancing digital progress across the communities we serve.”

He added: “Across our verticals, we are delivering strong growth while investing in next-generation digital infrastructure, AI capabilities, and partnerships. This is the outcome of a deliberate strategy to build long-term advantages through talent, capabilities, and infrastructure that creates lasting value for our customers and shareholders. This quarter’s results also reinforced e&’s role as a national and regional growth engine, advancing the UAE’s digital leadership and expanding our global reach. From launching the region’s first 5.5G network to empowering new Emirati talent, we strengthened both our competitiveness and our contribution to the UAE’s knowledge-based economy. We also deepened regional connectivity and intelligent infrastructure by extending advanced sovereign cloud and AI capabilities and forging new cross-regional and international alliances and partnerships.”

Dowidar concluded: “Approaching its 50-year milestone, e& is building the next decade now—strengthening the UAE’s digital backbone and backing high-impact innovation with trusted, inclusive, locally anchored technologies—to deliver sustainable value well beyond our Golden Jubilee.”

Contact details: Nancy Sudheer, nsudheer@eand.com; +971 50 705 5290

e& continues strong growth in Q3 2025 with consolidated revenues up 29.2% to AED 18.6 billion

• Deepening collaboration with NVIDIA to bring NVIDIA Vera Rubin NVL144 and NVIDIA Vera Rubin CPX platforms to market in 2026 to provide more than 3x AI attention acceleration vs. Blackwell Ultra
• Powered by Data Center Building Block Solutions®, Supermicro introduces a compact 2OU NVIDIA HGX B300 8-GPU system with OCP-based rack-scale design supporting up to 144 GPUs in a single rack
• Supermicro’s San Jose, CA manufacturing ensures solutions are developed, constructed, and validated in the USA, are TAA-compliant, and are Buy American Act-capable
• Supporting a full-stack NVIDIA AI Factory for Government reference design with expansion of AI solution portfolio, including deskside AI supercomputer, Super AI Station based on NVIDIA GB300 and the new rack-scale NVIDIA GB200 NVL4 HPC solutions

SAN JOSE, Calif., and WASHINGTON, Oct. 29, 2025 /PRNewswire/ — Super Micro Computer, Inc. (SMCI), a Total IT Solution Provider for AI/ML, HPC, Cloud, Storage, and 5G/Edge, is showcasing its advanced AI infrastructure solutions at NVIDIA GTC in Washington, D.C. this week, highlighting systems tailored to meet the stringent requirements of federal customers. Supermicro announced its plans to deliver next-generation NVIDIA AI platforms, including the NVIDIA Vera Rubin NVL144 and NVIDIA Vera Rubin NVL144 CPX in 2026. Additionally, Supermicro introduces U.S.-manufactured, TAA (Trade Agreements Act)-compliant systems, including the high-density 2OU NVIDIA HGX B300 8-GPU system with up to 144 GPUs per rack and an expanded portfolio featuring a Super AI Station based on NVIDIA GB300 and the new rack-scale NVIDIA GB200 NVL4 HPC solutions.

GTC DC

“Our expanded collaboration with NVIDIA and our focus on U.S.-based manufacturing position Supermicro as a trusted partner for federal AI deployments. With our corporate headquarters, manufacturing, and R&D all based in San Jose, California, in the heart of Silicon Valley, we have an unparalleled ability and capacity to deliver first-to-market solutions are developed, constructed, validated (and manufactured) for American federal customers,” said Charles Liang, president and CEO, Supermicro. “The result of many years of working hand-in-hand with our close partner NVIDIA—also based in Silicon Valley—Supermicro has cemented its position as a pioneer of American AI infrastructure development.”

For more information, please visit https://www.supermicro.com/en/accelerators/nvidia and https://www.supermicro.com/en/featured/rtx-pro-6000-systems.

Supermicro is expanding its latest solutions based on NVIDIA HGX B300 and B200, NVIDIA GB300 and GB200, and NVIDIA RTX PRO™ 6000 Blackwell Server Edition GPUs that provide unprecedented compute performance, efficiency, and scalability for key federal government workloads such as cybersecurity & risk detection, engineering & design, healthcare & life sciences, data analytics & fusion platforms, modeling & simulation, and secure virtualized infrastructure.

Supermicro’s focus on U.S.-based manufacturing is a cornerstone of its business focus. All government-optimized systems are developed, constructed, and rigorously validated at its global headquarters in San Jose, California, ensuring full compliance with the TAA and eligibility under the Buy American Act. This domestic production capability enhances supply chain security and meets federal requirements for trusted, high-quality technology solutions.

Through its collaboration with NVIDIA, Supermicro is set to introduce the NVIDIA Vera Rubin NVL144 and NVIDIA Rubin CPX platforms in 2026. These platforms will deliver exceptional AI training and inference performance of their predecessors, empowering organizations to handle complex AI workloads with exceptional efficiency.

Supermicro is also unveiling its most compact system, a 2OU NVIDIA HGX B300 8-GPU server, featuring an OCP-based rack-scale design powered by Supermicro Data Center Building Block Solutions®. This architecture supports up to 144 GPUs in a single rack, delivering outstanding performance and scalability for large-scale AI and HPC deployments in government data centers.

Supermicro is expanding its government-focused portfolio by optimizing for NVIDIA AI Factory for Government reference design. The NVIDIA AI Factory for Government is a full-stack, end-to-end reference design that provides guidance for deploying and managing multiple AI workloads on-premises and in the hybrid cloud while meeting the compliance needs of high-assurance organizations.

The portfolio now includes the Super AI Station based on NVIDIA GB300, and the rack-scale NVIDIA GB200 NVL4 HPC solutions, both optimized for federal environments with enhanced security, reliability, and scalability to meet stringent government standards.

Support for New Accelerated Networking

Further highlighting Supermicro’s first-to-market development with new NVIDIA technologies, today it also announced support for the newly-announced NVIDIA BlueField-4 DPU and NVIDIA ConnectX-9 SuperNIC in gigascale AI factories. When available, these new accelerated infrastructure technologies will be readily integrated into new Supermicro AI systems to provide faster cluster-scale AI networking, storage access and data processing offload for the next generation of NVIDIA AI infrastructure. Supermicro’s modular hardware design will enable the rapid integration of new technologies such as the NVIDIA BlueField-4 and NVIDIA ConnectX-9 into existing systems designs with minimal re-engineering, speeding up time-to-market and reducing development costs.

New Super AI Station brings AI server power to the desktop

Continuing its record of first-to-market implementation of new NVIDIA technologies, Supermicro announces the new liquid-cooled ARS-511GD-NB-LCC Super AI Station. By bringing the high-end server grade GB300 Superchip into a deskside form factor, this platform is the first of its kind, unleashing unparalleled performance, and resulting in more than 5x AI PFLOPS of computing power, compared to traditional PCIe based GPU workstations. This new Super AI Station is a complete solution for AI model training, fine-tuning, applications and algorithms prototyping and development, that can be deployed on-prem for unmatched latency and full data security, supporting models up to 1 trillion parameters. This self-contained platform is ideal for government agencies, startups, deep-tech and research labs who may not have access to traditional server infrastructure for AI development purposes and are unable to leverage cluster-scale or cloud AI services due to availability, cost, privacy, and latency concerns.

The Super AI Station can be used in a desktop or rack-mounted environment and is delivered as a fully integrated, all-in-one solution including:

• NVIDIA GB300 Grace Blackwell Ultra Desktop Superchip
• Up to 784GB of coherent memory
• Integrated NVIDIA ConnectX-8 SuperNIC
• Closed-loop direct-to-chip liquid cooling for CPU, GPU, ConnectX-8, and memory
• Up to 20 PFLOPS AI performance
• Bundled with NVIDIA AI software stack
• Option to configure an additional PCIe GPU for rendering and graphics acceleration
• 5U desktop tower form factor with optional rack-mounting
• 1600W power supply compatible with standard power outlets

Rack-Scale GB200 NVL4 GPU Accelerated HPC and AI Solution Now Available

Supermicro is also announcing general availability of its ARS-121GL-NB2B-LCC NVL4 rack-scale platform for GPU-accelerated HPC and AI science workloads such as molecular simulation, weather modeling, fluid dynamics, and genomics. Delivering revolutionary performance through four NVIDIA NVLink™-connected Blackwell GPUs unified with two NVIDIA Grace™ CPUs over NVLink-C2C, up to 32 nodes per rack can be connected via NVIDIA ConnectX-8 networking for up to 800G per GPU. The solution is scalable at the system and rack level depending on workload requirements and can be liquid cooled by either in-rack or in-row CDUs.

• 4 B200 GPUs and 2 Grace Superchips per node with direct-to-chip liquid cooling
• 4 ports of 800G NVIDIA Quantum InfiniBand networking per node with 800G dedicated to each B200 GPU (alternative NIC options available)
• Up to 128 GPUs in a 48U NVIDIA MGX rack for unmatched data center rack density
• Power via busbar for seamless scaling

These Supermicro systems are ideal for developing and deploying AI using NVIDIA AI Enterprise software and NVIDIA Nemotron open AI models.

About Super Micro Computer, Inc.

Supermicro (NASDAQ: SMCI) is a global leader in Application-Optimized Total IT Solutions. Founded and operating in San Jose, California, Supermicro is committed to delivering first to market innovation for Enterprise, Cloud, AI, and 5G Telco/Edge IT Infrastructure. We are a Total IT Solutions provider with server, AI, storage, IoT, switch systems, software, and support services. Supermicro’s motherboard, power, and chassis design expertise further enables our development and production, enabling next generation innovation from cloud to edge for our global customers. Our products are designed and manufactured in-house (in the US, Asia, and the Netherlands), leveraging global operations for scale and efficiency and optimized to improve TCO and reduce environmental impact (Green Computing). The award-winning portfolio of Server Building Block Solutions® allows customers to optimize for their exact workload and application by selecting from a broad family of systems built from our flexible and reusable building blocks that support a comprehensive set of form factors, processors, memory, GPUs, storage, networking, power, and cooling solutions (air-conditioned, free air cooling or liquid cooling).

Supermicro, Server Building Block Solutions, and We Keep IT Green are trademarks and/or registered trademarks of Super Micro Computer, Inc.

All other brands, names, and trademarks are the property of their respective owners.

SUNNYVALE, Calif. and TEL AVIV, Israel, Oct. 29, 2025 /PRNewswire/ — Foretellix today announced the integration of its Foretify Physical AI toolchain with the NVIDIA DRIVE AV platform to enable advanced methods for training, testing, validation, and safety evaluation in autonomous driving development. The integration connects Foretellix’s coverage-driven verification and validation capabilities and Synthetic Data Generation (SDG) technology with NVIDIA’s end-to-end AV software stack, supporting the industry’s progress toward safe L2++, L3, and L4 autonomy.

This milestone expands a relationship that began with NVIDIA’s investment in Foretellix’s Series C funding, continuing through deep integration of NVIDIA technologies such as NVIDIA Omniverse and NVIDIA Cosmos into the Foretify Physical AI toolchain.

Foretellix delivers the industry’s leading Physical AI toolchain for the development of safe autonomous vehicles. Its solution provides comprehensive safety evaluation, coverage-driven verification, and synthetic data generation for training, testing, validation of the AV stack. The Foretellix toolchain validates AI-powered AV stacks against an expansive range of highly realistic driving scenarios and critical edge cases.

AV developers use Foretellix’s development toolchain to evaluate autonomous driving scenarios, identifying gaps in performance and safety during development, and generate the scenarios required to efficiently close the gaps. By enabling this rigorous evaluation loop, Foretellix helps ensure that AI for autonomous vehicles is safe for real-world deployment.

“Safety will define the future of Physical AI. We are excited to collaborate with NVIDIA on this mission to make the DRIVE AV end-to-end stack safe by jointly working on the training, validation, evaluation, and coverage essential for large-scale, real-world deployment,” said Ziv Binyamini, CEO and Co-Founder at Foretellix.

“Our collaboration with Foretellix integrates complementary  technologies to strengthen the safety foundation of the autonomous vehicle industry,” said Xinzhou Wu, Vice President, Head of Automotive at NVIDIA. “By combining the NVIDIA DRIVE AV end-to-end stack with Foretellix’s Physical AI toolchain for large-scale, scenario-based validation, we’re helping advance industry-wide standards for transparency, robustness, and safety. Together, we’re enabling NVIDIA developers to design, test, and safely deploy AI-powered vehicles with greater confidence and scale.”

About Foretellix

Foretellix is the leading enabler of safe autonomous vehicles. Its Foretify Physical AI toolchain accelerates the training, validation and safety evaluation of autonomous vehicles, making AI safe for the physical world. Foretellix empowers OEMs and AV developers to build next-generation AV technology with measurable safety, efficiency, and scale. With offices in the US, Europe, and Asia, Foretellix is driving the shift to intelligent, AI-powered autonomy.  For more information, visit www.foretellix.com

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Press Contacts: 

Foretellix
George Giles
pr@foretellix.com

DUBAI, UAE, Oct. 29, 2025 /PRNewswire/ — Embodying Dubai’s commitment to supporting global efforts towards sustainable cities, Dubai Municipality launched its pioneering project, Circle Dubai, in sustainable waste management. The launch took place during the Asia-Pacific Cities Summit – Mayors Forum 2025, which Dubai is hosting from 27 October to 29, 2025.

Dubai Municipality unveils Circle Dubai project championing sustainability and waste reduction at Asia-Pacific Cities Summit

Circle Dubai is a community-driven initiative that embodies Dubai Municipality’s commitment to reducing waste generation, promoting recycling, and advancing the circular economy. Aligning with the objectives of the Dubai Integrated Waste Management Strategy 2041, which aims to establish a comprehensive, sustainable waste management system. The project seeks to reduce waste at the source, achieve 100% source-sorting across all residential areas, divert types of waste from landfills, enhance recycling and treatment processes to support Dubai’s long-term environmental goals.

Commenting on the project’s importance, H.E Eng. Marwan Ahmed bin Ghalita, Director General of Dubai Municipality, emphasised that the project’s primary objective is to spread awareness on a broad scale, highlighting the importance of individual and institutional participation in achieving its goals. It also highlights the environmental and economic benefits of reducing and sorting waste, enhancing community response and motivating individuals and institutions to adopt sustainable practices. This will ultimately make Dubai a zero-waste city and a leading global centre for sustainability and environmental conservation.

For his part, Eng. Adel Al Marzouqi, CEO of the Waste and Sewerage Agency at Dubai Municipality, said the project targets nine vital sectors in the city, including residential, commercial, industrial, agricultural, real estate, tourism, education, waste management, and labour employment. It aims to preserve the emirate’s attractiveness and advance collective behavioural change through a shared sense of social responsibility.

Dubai Municipality has developed a pioneering digital education system powered by smart technologies, including training content tailored to each targeted sector. This helps consolidate knowledge and link it to daily behaviours. It will also launch the ‘Dubai Sustainability Ambassadors’ programme, in collaboration with the ‘Dubai Neighbourhoods Ambassadors’ initiative, to select and train representatives from various sectors to serve as awareness leaders through activities, practical experiences, and door-to-door campaigns.

The project is supported by a network of private-sector partnerships and a plan to implement 17 strategic projects, supported by 26 performance indicators, in collaboration with various institutions. This will enhance sector integration and create a comprehensive, sustainable impact.

LOS ANGELES, Oct. 29, 2025 /PRNewswire/ — Smashbox Cosmetics hosted an intimate dinner at LA’s iconic Magic Castle to celebrate the launch of its new Photo Finish Pore Vanishing Primer in Australia & New Zealand. The guest list featured a curated group of Australian creators, journalists, and brand friends based in Los Angeles.

Smashbox Global Team (L-R): Lauren Aja (Associate, International Marketing), Shannon Pirie (Vice President, Global Sales), Lori Taylor Davis (Global Pro Lead Artist), Felix Backhaus (Senior Manager, International Commercial & Marketing)

The evening was designed to build brand and product awareness while strengthening relationships with both familiar and fresh faces. Playing on the primer’s “vanishing” properties, the Magic Castle offered a fitting, whimsical backdrop to bring the product’s transformative effects to life, celebrating illusion, magic, and flawless skin.

Key guests included Australian journalist Isabelle Truman, and Australian influencers Eden Kannourakis, Millie Sykes, Paige De Cinque and Kat Moses. Smashbox founder and world-renowned photographer Davis Factor was also in attendance, with each guest receiving a signed copy of his book Make Shit Happen.

“I’ve always wanted to go to the Magic Castle, and being there with such an iconic brand was the perfect match. I loved meeting Davis and the team and learning about the new primer, such a magical experience,” said Isabelle Truman.

Eden Kannourakis shared, “I’m sometimes skeptical of primers, but this one really does what it says – makes my skin and makeup look flawless!”

The night generated strong ‘Get Ready With Me’ and product focused content and helped to foster authentic connections between the brand and creator community.

The Magic Castle event marked the first time Smashbox hosted an event in Los Angeles specifically targeting the foreign markets of Australia and New Zealand. Felix Backhaus, Smashbox Senior Brand Manager of International Markets, said, “Smashbox’s home is LA, and it’s been so great to engage with Australian influencers and editors in our own backyard.”

The Pore Vanishing Primer is a lightweight, oil-free face primer that instantly blurs the look of pores and locks in makeup for up to 12 hours. It controls shine, smooths texture, and leaves a velvety, matte finish, with no white cast or clogged pores. The result is a flawless base that keeps skin looking fresh and refined all day long.

Smashbox’s Pore-Vanishing Primer is now available in-store and online at MECCA, Smashbox’s exclusive retail partner in Australia and New Zealand. SRP: $59 AUD / $66 NZD.

ABOUT SMASHBOX COSMETICS: 
“Everything carries out of the studio into reality.” – Davis Factor

Born in a Los Angeles photo studio in 1990 by acclaimed celebrity and fashion photographer Davis Factor, Smashbox very quickly became a creative hub for world-class photographers, actors, models and musicians. The creative energy on set showed no signs of slowing down – except when the team had to stop for makeup touch ups. In 1996, Smashbox Cosmetics was officially born.

In 2000, Davis created Photo Finish Smooth & Blur, our original long-lasting primer. Now a cult-favorite, the formula helps makeup look flawless, feel better, and last longer—all day, every day, on set, and long after the shoot wraps. 

Today, Smashbox carries that legacy with studio-grade, high-performance makeup that makes artistry easy—and always camera-ready.

Instagram: @smashboxcosmetics | TikTok: @smashboxcosmetics

For press inquiries, interviews and more information please contact Franny Cowap at Hatrik House at franny@hatrikhouse.com.

The iconic Magic Castle in Hollywood hosted Smashbox’s Pore Vanishing Primer launch event

Smashbox’s Latest Launch: Photo Finish Pore-Vanishing Primer

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