Engage in discussions while seated in a pitch-black room or while suspended up in the air and strapped onto a metal chair. This year, new initiatives took centre stage in the Live Zone in Hall 9 to introduce experiential ideas to delegates.
The Sky Lab and Dark Lab in the Live Zone were presented by C2 International, and will continue to be a signature highlight at IMEX for the next three years as a result of a newly formed partnership. Founded by Cirque du Soleil and Sid Lee, C2 International is a market-leading business events specialist known for its immersive and interactive experiences at conferences.
Other partnerships with Best of Events, memo-media and Zeus created highlights in the Live Zone such as live entertainment acts and activities, and the new Co-working campus.
The result was what IMEX Group Chairman Ray Bloom described as "the most creative and spectacular IMEX yet generating vitality and energy throughout the show."
Delivering content that engaged on all fronts kept attendees busy with learning sessions that covered education, technology, association, corporate planning, public policy and more. The enhanced technology line-up was also well received, according to Bauer, who elaborated that there's "a hunger for technology from planners that we are looking to feed".
Among exhibitors, the level of innovativeness was demonstrated in the activities at the stands and around the show. Carina Baur, CEO, IMEX Group was quoted as saying: "Exhibitors are giving greater consideration as to how they use the show to achieve business objectives."
This year, IMEX Frankfurt attracted 3,500 companies from more than 150 countries on the exhibition floor, with more than 30 new exhibitors. It was attended by almost 9,000 hosted buyers and visitors who logged in 68,000 appointments.