Two days of discovery, opening and professionalization: if you were at the IFEMA Municipal Palace, on April 6 and 7, you will know that we lived an event with a training part with powerful speakers covering different segments of experiential marketing (events / MICE, but also marketing, CEX, human resources, retail, esports…) combined with an area of 70 exhibitors showing their post-Covid chameleon readjustment. A moment of cross fertilization like we have never seen in the sector and an exciting reunion. Also, in the era of the event as an ‘event platform’, the eXs hosted the Emporia Awards and the MPI Iberian Awards. We tell you all about how it was eXperiential summit: training, business and networking for more than 1,000 attendees.
The very idea of eXs is to mix disciplines, talents, knowledge, inspirations, among various branches of the experiential world. Someone from sports can teach someone from festivals a lot about content management; someone from esports can teach anyone a lot about how we will interact online in the metaverse; someone from retail can teach a fair organizer a lot about how to conceive and manage the space, the circuit and the sensory experience, etc. With this idea, we proposed collaborations to these groups… and we have to recognize the involvement of many associations and groups (you can see the whole list) contributing its support in promoting the event to its members, who associate their brand with this moment of professionalization and meeting of all the professionals involved in the experience.
Some of them (as well as very expert companies in a specific territory) even managed a module or training session, leading a specific topic in relation to their know-how. Some examples? The Spanish Marketing Association (MKT) has managed a powerful marketing module, the Human Capital Directors Association (DCH) managed the talent module, the Spanish Retail Association (AER) analyzed tomorrow’s shopping experience, the Club de Creativos (CdC) taught us moments of great creativity in the experience, Zuary Group led the reflection on the evolution of the sporting event, ENSO Event Makers brought esports to eXs… Here you will find the whole list. Thanks to so many different talents for contributing their knowledge.
In the end, a training program has resulted where we have learned, among other things, about marketing strategies, evolution of talent management, keys in esports, changes in sports sponsorships, health keys for returning to events, evolution of the experience in retail, creativity and experience… All thanks to nothing less than 80 great experts and brands first level.
The training was combined with an exhibition area where the assistant found a great variety and types of suppliers. Many got a photograph of their irises at the Jesús Antón stand, they went to the set in collaboration with Spacio Zero to see an interview, they got carried away by magic with Xavi Cabezas (known as El Tecnomago), they tried the Valkyrie chroma key to record and broadcast live or Agora News oculus glasses. If you were there, surely you signed ideas, solutions and new partners. Surely you also came across the Trackter robot… In the Campfire area, Bloom TV, Valkiria, Innomedia or Carttec were animated with presentations and news. here you can see many of the experiences that were proposed.
Of course, so much training and business needed a bit of music and dance. Saire Luther, Lyric Soprano, surprised us with his voice and Bailaaloco set the rhythm encouraging the attendees to join his choreography.
The award ceremony of the 9th edition of the Emporia Awards (the only ones focused on ephemeral constructions in Spain) took place during the first day of eXs. They are organized by the Col.legi de Dissenyadors d’Interiors i Decoradors de Catalunya and Veredictas Internacional, with the support of the General Council of Official Colleges of Decorators and Interior Designers of Spain, the Polytechnic University of Madrid, the ETSAB of Barcelona, the Association of Tents and Temporary Installations, the AFE, the FEFIC, the AEVEA and the Marketing Club of Barcelona, with the participation in the jury of the Eventplus Group. Take a look at the winners.
The eXs has also hosted the IV edition of the MPI Iberian Awards. An event organized by the Iberian chapter of MPI (Meeting Professionals International), the largest association of event and meeting professionals in the world that is always held to coincide with the Global Meetings Industry Day, the International Day of Meetings Tourism. This year has been little more special since the association celebrates its 50 years of existence. The objective of the conference was, once again, to vindicate and demonstrate the importance of the MICE sector for the economic recovery of tourist destinations and for the economy in general. Teresa Broccoli, president of the MPI Iberian Chapter, and Óscar García, VP Education at Senior Advisor for Strategic Partnerships, have been in charge of presenting the event in which the 6 winners in the 6 categories. About 100 people attended who finally enjoyed a cocktail.
We have no choice but to thank the dream team of collaboratorscompanies representative of the various segments of the wonderful experiential world that we collect here.
And don’t forget that the event app is still open and operational with all the information to continue networking, looking for solutions and expanding contacts. We look forward to your feedback on eXs to improve everything to come!
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