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A partnership between Australia’s Melbourne Convention and Exhibition Centre and creative powerhouse C2 International was announced at the IMEX tradeshow in Frankfurt last week.

This alliance will be mutually beneficial as it grants MCEC exclusive access to C2’s experiential design platform and signature “labs” (such as the one pictured above at IMEX) while providing C2 a powerful gateway from which to continue the conversation in the Asia Pacific region.

Founded by Cirque du Soleil and Sid Lee, C2 International is an innovative force in the global business events industry. The company curates immersive and interactive experiences, compelling participants to re-frame their thinking and draw on innate creativity to solve the global business challenges of our time.

Peter King, MCEC’s chief executive, believes the partnership will disrupt the business events industry and demonstrated MCEC’s commitment to creating innovative experiences that inspire customers.

“Together with C2, we’ll work to transform our industry and reinvent the role venues play in helping deliver events that generate positive connections and meaningful experiences,” King says. “MCEC has been a leader in the business events industry for some time, with a customer focus demonstrated by our commitment to customer journey research that led to the development of initiatives including our industry-leading portal, myMCEC, yet this is the most significant announcement in my time and will ensure MCEC continues to connect and inspire.”

King hopes MCEC’s relationship with C2 will inspire customers by providing unique and highly customizable experiences at MCEC, noting that the exclusive partnership is a differentiator in the competitive and contested market MCEC competes in both internationally and domestically.

“We are excited to be collaborating with MCEC in this world-first partnership, which completely transforms the traditional model of business events,” says Martin Enault, CEO of Asia Pacific at C2 International. “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.”

For the first time, C2 International is set to hold its three-day flagship event not in Montreal, but in Australia–transforming Melbourne’s iconic MCEC between October 17-19 this year. C2 Melbourne plans to breathe new life into the venue, housing immersive workshops, deep-dive master classes, artistic performances, specially curated “braindates” and signature “labs”–challenging, yet playful, ideation sessions. Outside, a custom-built village is set to flow out to the Yarra River, providing a networking space for participants to synthesize big ideas, key learnings and actionable takeaways.

“C2 is committed to working with the business community to attract international investment, events and delegates to the region,” says Enault. “Likewise, C2 Melbourne will showcase the best of what the city has to offer in terms of creativity, thought-leadership, culture, food and entertainment,”

MCEC’s chief executive King is enthusiastic, adding “At MCEC we encourage creativity and innovation. We’re constantly looking for ways to create new experiences and products to ensure the best possible experience for our customers and their guests. I’m incredibly excited about this partnership and can’t wait to sit down with current and new customers to explore how we can reinvent their events together.”

Melbourne Convention and Exhibition Centre is Melbourne’s destination for big ideas and inspirational events. Hosting more than 1,000 events each year, they’re internationally renowned for their incredible range of spaces, innovative design and jaw-dropping food. At MCEC, they’re passionate about creating inspirational environments. They do this by delivering a personalized service and partnering with their customers to offer ideas, insights and imaginative solutions. They tailor every experience because they realize it’s the little details that make all the difference. For more info, visit mcec.com.au.

Founded by Cirque du Soleil and Sid Lee in 2011, C2 International has become an acclaimed annual creativity and commerce conference where culture, technology and entrepreneurship intersect. Through orchestrated collisions between ideas and perceptions, C2 unlocks the creativity of their leaders to connect on the greatest challenges of the day, embracing disruption as a positive force for social and economic change. For more info, visit c2international.biz/en.

C2 Melbourne is created by C2 and supported by the Victoria State Government, The Melbourne Convention Bureau, the Committee For Melbourne and the Canadian Chamber of Commerce. C2 Melbourne Venue Partner is the Melbourne Convention and Exhibition Centre. For more info, visit C2melbourne.com.

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