by Lisa A. Grimaldi | May 16, 2018

Creative powerhouse C2 International and the Melbourne Convention & Exhibition Center have forged a partnership that grants the Australian venue exclusive access to C2's experiential design platform and signature "labs," including the Sky Lab and In the Dark sessions being used this week at IMEX Frankfurt in Germany.

During a press conference held yesterday at IMEX, Martin Enault, CEO Asia Pacific for C2 International, said, "We are excited to be collaborating with MCEC in this world-first partnership, which completely transforms the traditional model of business events. MCEC has recognized the importance of offering creative solutions and opportunities to their customers to enable all involved to be operating at the forefront of innovation and positive change. C2 is committed to working with the business community to attract international investment, events and delegates to the region." Enault added that C2 might expand its offerings to other convention centers in the future.  

C2's Sky Lab in action at IMEX Frankfurt this week
MCEC chief executive Peter King, who joined Enault at the press conference, said, "We are no longer selling just space and services; we are now selling experiences. MCEC has been a leader in the business-events industry for some time…yet this is the most significant announcement in my time and will ensure MCEC continues to connect and inspire."
 
MCEC's relationship with C2 will provide highly customizable and unique experiences at the convention facility, according to King. "This exclusive partnership is a differentiator in the competitive and contested market in which we compete both internationally and domestically."
 
Founded by Cirque du Soleil and Sid Lee, C2 International curates immersive and interactive experiences for the global business-events industry.

Currently, the MCEC is undergoing a US$150 million expansion that will open in about two months. With the new space, the facility's total will increase to more than 756,000 square feet. The project is adding 97,200 square feet of exhibition space, a 1,000-seat theater, several meeting rooms, a banquet room, and Goldfields Café and Bar.