ɪt wʌz fˈaʊndᵻd ɪn nˈaɪntiːnhˈʌndɹɪd nˈaɪnti ˈeɪt baɪ mɚɹˈɑːkən ˌɑːntɹɪpɹənˈʊɹ nˈiːlə tˈæzi ænd hɜːɹ ˌeɪ θɹˈiː ɡɹˈuːp, ɐ pɹˈaɪvət ᵻvˈɛntˈɔːɹɡənˌaɪzɪŋ kˈʌmpəni loʊkˈeɪɾᵻd ɪn kˌæsɐblˈæŋkə.
It was founded in 1998 by Moroccan entrepreneur Neila Tazi and her A3 Groupe, a private event-organizing company located in Casablanca.