May 25, 2025
Over three days, IMEX is the place to reconnect with industry partners, discover new products, and gauge the trends of the meeting events market. There were so many highlights, but one that really stood out was the Red Carpet Event from Germany.
Red Carpet offers the chance to host a MICE event at a working cinema. There are several variations on the theme, including standalone meetings, or video/networking between cinemas where teams attend their local cinema, and the event is live-streamed between the venues.
Branding adorns the venues, and film screenings can be included in the programme to complement the business presentations. The allure of the cinema is universal – these are places of pure escapism and magical moments for all ages. They offer a stimulating and meaningful venue to host corporate events.
Mid-week movie attendance is concentrated on evening sessions, and the ability to repurpose cinemas for company events offers the chance of additional revenue streams. These business opportunities are particularly welcome in times of market pressures on cinemas. In terms of economic sustainability, event budget that helps to preserve these iconic community structures represents a meaningful event legacy.
Industry-sponsored events offer a great way to add a social dynamic to a day of business. The Steigenberger industry party was one of the hot tickets in town, and we got to enjoy the iconic Steigenberger Hotel Frankfurt, right in the heart of the financial district.
Inside IMEX, there was only one party to be at - the Norway party, with DJ Fox and throngs of revellers. Late meetings were abandoned due to the noise, and the conference descended on the Nordic Quarter. Attendance was such that the stage eventually buckled under the weight of the revellers. Made in Germany only goes so far when hundreds are dancing on a platform constructed for 1-1 meetings.
There were great takeaways from IMEX 2025 and a reaffirmation that, despite the global news, there are so many amazing people and places on our planet.