Melbourne Convention and Exhibition Centre (MCEC) said it has become the first venue in the world to offer experiences alongside meeting spaces.
The centre formed a partnership with creative event organiser C2 International, which will offer the venue exclusive access to C2’s experiential design platform and labs for "playful ideation" sessions. The announcement was made at this year’s IMEX, held in Frankfurt from 15 to 17 May.
Speaking at IMEX 2018, Peter King, chief executive of MCEC said "it’s not just about selling space but also experiences", with the partnership bringing an added dimension to business events. MCEC customers will be able to access C2 labs and experiences from July, with King saying that Cisco, which hosts its annual Cisco Live event at the MCEC, already expressing a strong interest in the format.
“It will challenge delegates’ thinking and the bespoke nature means you can tailor the programme to what you want to achieve,” said King. “The partnership will also enable us to talk to the exhibitions market, to see how we can develop such an experience for the show floor.”
C2 International, founded by Cirque du Soleil and Sid Lee, designs interactive and immersive experiences. At this year’s IMEX, it invited delegates to scale new heights and step out of their comfort zones with its C2 Sky Labs, where attendees could meet and brainstorm in mid-air.