< PreviousA look behind the scenes of the event After months of planning, the event installation included six days of assembly, two days for rehearsals, two days for the event and another two days for dismantling. According to Europalco, the “perfect” coordination between the Meo Arena team and staff was “crucial to overcoming the logistical challenges of such a large-scale production”. Throughout the venue, 411 motors were suspended, which in turn suspended 100 tons of equipment and illuminated the arena with 1,100 luminaires. According to Europalco, which mobilized 130 professionals and 38 trucks of equipment, 48 high-resolution video projectors were used in various areas of the event and 19 screens (18 in the plenary room and one in the Tagus Room), to ensure good visibility for all participants. A dynamic stage was created, able to move up and down as required. “We designed the stage not just as a backdrop, but as a dynamic central element that transformed throughout the event. Our innovative ‘flying’ stage allowed us to move seamlessly between WWW.EVENTPOINTINTERNATIONAL.COM 30 CASE-STUDY the opening ceremony and a more relaxed lounge area. This fluid transformation was essential to creating the dynamic atmosphere that the event required,” explains Pedro Magalhães, CEO of Europalco. Recyclable materials, certified wood and low-energy LED lighting were used to reduce the event’s environmental footprint. Sustainable practices also included waste management and transportation logistics. DATASHEET Event: Best of Belron 2024 Client: Belron Organization: Meo Arena Corporate & Congress Centre Venue: Meo Arena, Lisbon, Portugal Date: June 12 and 13, 2024 Partners: Europalco, Leading, Silva Carvalho Catering, Storm Productions Portugal, Evil Angels, Upalco, Your Image and Food Events Network.“IMAGINE EVENTS AS A JOURNEY” WWW.EVENTPOINTINTERNATIONAL.COM 32 OPINION EVENTS, COMMUNICATION, DESIGN - EXPERIENCES THAT LAST BEYOND THE DAY OF THE EVENT Let’s be honest: a good event isn’t just about the day of the event, nor is it forgotten the next morning. It’s the moments, the narratives, the immersive environments, the stories shared, the journey taken, the unexpected “wow” and, of course, the memories we keep, whether visual or not, that make an event a good one. And how does this happen? Through communication and design, which together transform any event into a memorable experience. These two areas, communication and design, were once seen as the “backstage” of the event - they served as support, but didn’t steal the show (a sign here, the background of a presentation there, a personalization of a counter there). Today, I’d say that’s no longer the case. I see them today as the protagonists, the stars who bring each moment to life and create memories that last. Communication is no longer just a way of informing, but the creative basis that drives the event’s narrative. What about design? Design guides us on a visual and immersive journey, one that makes us feel and live the event with intensity, from the first contact to the aftermath. Do you see a journey and all that it entails? Now imagine events as a journey. If this is the case, design takes the place of a map, but not just any map, it guides the participant along the defined path, creating a guided journey, which can be sensory, immersive and more. Details such as visual identity, colors, music, merchandising, as well as augmented reality, virtual reality, etc. can all be the responsibility of design. In this case, communication transforms this journey, created through design, into something special, creating an appealing narrative, from the invitation - pre-event - which is already supposed to arouse curiosity, through the whole story that is told around the event, the ‘wow’ moments, the sharing, the sensations; to the post-event with the memories that are left behind. Every detail tells a story. And that’s what stays. Another example I like to give to show the power of a well-told story is the clay mug. Imagine that after an event, for example a team building event, we give each participant a simple clay mug when they leave. So far, nothing special, right? But what if that mug was personalized by the participants themselves during the event? Or better still, what if the participants’ children or parents decorated it, making it unique and special? Suddenly, what was a simple gift, a simple clay mug, becomes a piece with sentimental value and a narrative, something that each person can take home with a story to tell. And that’s what makes the difference - everything is just “something” until you add a narrative, an extra layer of meaning. Adding a narrative, a story, creating a guided journey, that’s what makes an event. In my day-to-day life, whether as a creative director, design trainer or photographer, I’ve learned that the real power of an event lies in how we communicate and design it. The right combination of design and communication has the power to transform any event into a unique experience. Designing events that don’t fade from memory, experiences that leave a mark, whether through an experience in the moment, or through a ‘wow’ photograph that stays and thrives over time, that’s it! So the next time you think about organizing an event, remember this: it’s not just about the moment itself, but about the stories you want people to take home. It’s those memories, those carefully designed experiences, that will make your event more than just an event - it will be a brand, a living memory that lasts through time. Cremilde Pratas Founder & Head of Creative na Oh mã! - Agência Criativa WWW.EVENTPOINTINTERNATIONAL.COM 34 OPINION AV COMPANIES PROFESSIONAL CONGRESS ORGANISERS EVENT TECHNOLOGY EVENT AGENCIES VENUES LISBON VENUES LISBOA +351 218 921 400 LISBONVENUES@CCL.FIL.PT WWW.LISBONVENUES.PT WWW.LINKEDIN.COM/COMPANY/ LISBONVENUES WWW.INSTAGRAM.COM/LISBONVENUES/ UNIQUE PLACE. UNIQUE EVENTS. UNFORGETTABLE EXPERIENCES. EUROPALCO SINTRA +351 939 229 912 COMERCIAL@EUROPALCO.PT STUDIO.EUROPALCO.PT | WWW.EUROPALCO.PT WWW.FACEBOOK.COM/EUROPALCO WWW.LINKEDIN.COM/COMPANY/EUROPALCO WWW.YOUTUBE.COM/USER/EUROPALCO1 FOR OVER 20 YEARS WE’VE BEEN INSPIRING OUR CUSTOMERS WITH THE BEST SOLUTIONS FOR EVENTS AND SHOWS IN PORTUGAL AND ABROAD. SHAKE IT – MAKING EVENTS HAPPEN PORTO +351 918 044 562 INFO@SHAKEIT.PT WWW.SHAKEIT.PT WWW.LINKEDIN.COM/COMPANY/BYSHAKEIT SHAKE IT IS AN EXPERIENCED SOFTWARE PROVIDER THAT SPECIALISES IN EVENT TECHNOLOGY. WE BUILD ROBUST, COMPLETE AND COMPREHENSIVE MOBILE APPS AND VIRTUAL EVENT PLATFORMS FOR EVENTS OF ALL SIZES AND FORMS. FACTOR CHAVE ALGÉS +351 214 307 740 CONGRESSOS@FACTORCHAVE.PT WWW.FACTORCHAVE.PT WWW.FACEBOOK.COM/FACTOR.CHAVE FACTORCHAVE WORKS EXCLUSIVELY IN THE FIELD OF HEALTH MEETINGS. TODAY WE BOOST 15 YEARS OF EXPERIENCE IN PLANNING EVENTS OF VARIOUS TYPES AND DIMENSIONS WITH MEDICAL ASSOCIATIONS, RESEARCH GROUPS, PHARMACEUTICAL AND EQUIPMENT COMPANIES. MARKETING IS A CENTRAL ELEMENT OF OUR WORK, WHICH ALWAYS REFLECTS PASSION, STRATEGY, KNOW-HOW, COMPETENCE, ORIGINAL IDEAS AND TALENT. FORUM D’ IDEIAS PCO & DMC AZEITÃO, SOUTH OF LISBON +351 21 218 93 93| SALES@FORUMDIDEIAS.COM WWW.FORUMDIDEIAS.COM WWW.LINKEDIN.COM/COMPANY/FORUM‑ D’IDEIAS/ WWW.INSTAGRAM.COM/FORUMDIDEIAS FORUM D’IDEIAS IS A PORTUGUESE CREATIVE AGENCY SPECIALISED IN CORPORATE EVENTS, SCIENTIFIC SYMPOSIA, INTERNATIONAL CONFERENCES AND MEETINGS, WITH 23 YEARS OF EXPERIENCE. BTRUST PORTO | LISBOA +351 220 108 033 | +351 212 471 687 VIP@BTRUST.PT WWW.BTRUST.PT WWW.FACEBOOK.COM/BTRUST.PT WWW.INSTAGRAM.COM/BTRUST__/ WWW.LINKEDIN.COM/COMPANY/B TRUST BTRUST IS A SPECIALISED AGENCY IN CORPORATE EVENTS, WITH STAFF IN MORE THAN 30 COUNTRIES. IT CONSISTENTLY CREATES UNIQUE EVENTS, INNOVATIVE SOLUTIONS, WITH UNPARALLELED CREATIVITY AND QUALITY. CENTRO CULTURAL DE BELÉM LISBOA +351 213 612 697 EVENTOS@CCB.PT WWW.CCB.PT WWW.FACEBOOK.COM/CENTROCULTURALDEBELEM WWW.INSTAGRAM.COM/CCBELEM WWW.YOUTUBE.COM/USER/CENTROCULTURALBELEM OVERLOOKING THE TAGUS RIVER, DOMINATED BY THE JERÓNIMOS MONASTERY AND WITH THE BELÉM TOWER JUST A STONE’S THROW AWAY, THE CENTRO CULTURAL DE BELÉM CONGRESS AND MEETING CENTRE IS THE IDEAL VENUE FOR HOLDING ALL TYPES OF INSTITUTIONAL, CORPORATE, SCIENTIFIC, COMMERCIAL, CULTURAL AND SOCIAL EVENTS. INDEX Next >