Melbourne Convention and Exhibition Centre (MCEC) officially showcased its expanded function spaces to the industry this week (09 July 2018) with an extravagant event attended by more than 400 people.

Attendees experienced the new event spaces first-hand, which included a gala ballroom, outdoor entertaining areas, exhibition and concert spaces.

Guests also  immersed themselves in four C2 Melbourne lab experiences: Pool, In the Dark, Barometer and Cloud.

The showcase marks another important milestone for MCEC, with the C2 Labs now available for customers to integrate into their events.

MCEC Chief Executive, Peter King said MCEC’s relationship with C2 would inspire customers by providing highly customisable and unique experiences at MCEC.

“This exclusive partnership is a differentiator in the competitive and contested market in which we compete both internationally and domestically,” Mr King said.

C2 Labs bring to life C2’s mission to challenge conventions and explore a new approach to business events through immersive workshops, brainstorming sessions, performances and festivities.

Martin Enault, C2 Asia Pacific CEO, said: “Our immersive experiences are proven to re-energise and re-tool leaders, allowing them to find creative solutions to real-world problems.”

Inspired by the idea that creativity is fundamental to driving commercial and economic change, the C2 Labs at MCEC challenge delegates to collaborate, take risks, flex their ingenuity and leave their comfort zones behind. This progressive approach to conferencing, meetings, incentives and exhibitions sets the stage for reshaping the future of business events.

The aim of each signature C2 Lab is to put imagination at the forefront. Thinking outside the box is no longer a theoretical exercise. Sky, one of the C2 Labs, literally suspends participants six metres in the air so that the change in perspective supercharges blue sky ideas.

The $205 million expansion was funded by the 2015-16 Victorian State Budget with building works commencing in 2016. The expansion adds 20,000 square metres, increasing MCEC’s total size to 70,000 square metres, heralding the venue as Australia’s largest convention and exhibition space.

Minister for Tourism and Major Events, The Hon. John Eren MP said: “Victoria is the national leader when it comes to major business events and the new MCEC expansion will help us attract even more visitors to our state.”

“Not only will this redevelopment boost tourism, it will also create more than 900 new jobs and provide a massive boost to our local economy each year.”

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