IMEX 2023 Trade Show Brings New ‘Attractivations’

Event Marketer reported “More than 15,000 event professionals gathered at IMEX 2023, Oct. 17-19, at the Mandalay Bay Convention Center in Las Vegas, breaking attendance records and signaling that the business of events is in full-on growth mode.”

In the world of event planning, capturing the attention of seasoned professionals is no small feat. According to Event Marketer, there were standouts that needed to be mentioned.

In a unique location away from the main showfloor near the entrance, “The Art of Meetings” by Visit Seattle offered an immersive journey into the city’s environment. This exhibit brilliantly fused art with travel. Viewers were treated to depictions of Seattle’s renowned sights cleverly packaged as museum artworks on one side of the display. The other side offered an auditory exploration of Seattle’s dynamic soundscapes via headphones plugged into posters, each representing the distinct sounds in the city. These posters were also distributed as distinctive takeaways.

Embodying the spirit of speed and scale, MGM Resorts fashioned an engaging activation in anticipation of F1’s arrival in Las Vegas. This included a custom racetrack, allowing attendees to accelerate their in-booth cars by answering questions on tablets. Apart from this, a towering 17×25 foot video wall gave them a virtual bird’s-eye view of Las Vegas — a flight over the Bellagio fountains and other iconic landmarks.

Back on the showfloor, Visit Orlando created an authentic thrill ride experience. Attendees could take pictures in a custom-made rollercoaster car, complete with wind effects added for authenticity. The resulting clips could be easily shared, making this a favorite with meeting planners scouting for exciting future event venues.

The stand-out feature at the MGME and Marble LDN booth was a wall-sized mural that was a testament to their recent collaboration. Under the guidance of artist David Maldonado, this eye-catching display celebrated nature’s beauty and invited attendees to contribute, transforming it into a communal work of art.

“Break Free: Continuing the Journey” by Encore shifted the paradigm from conventional design to more experiential and inclusive events. Attendees could engage in immersive theater experiences, delve into event solutions via fireside chats, or share their vision of belonging on a dedicated board. Additionally, a hologram display allowed for real-time holographic self-creation, offering potential possibilities for future celebrity engagement and product demonstrations.

An honorable mention goes to NewMedia Events’ photo booth. This distinct mirror box with a kinetic ceiling may have been located in a hallway, but it outshone many sprawling showfloor displays, garnering significant engagement and acclaim.

In conclusion, these novel activations and exhibits illustrated how events can evolve from mundane to visionary, setting new benchmarks in attendee engagement.