This alliance will be mutually beneficial as it grants MCEC exclusive access to C2’s experiential design platform and signature “labs” (challenging yet playful ideation sessions) 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 a major innovative force in the global business events industry. The company curates immersive and interactive experiences, compelling participants to reframe their thinking and draw on innate creativity to solve the global business challenges of our time.
MCEC Chief Executive, Peter King, said the partnership would 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,” Mr King said.
Martin Enault, CEO Asia Pacific, C2 International said, “We are excited to be collaborating with MCEC in this world-first partnership, which completely transforms the traditional model of business events.”
For the first time, C2 International will hold its three-day flagship event outside Montreal, transforming Melbourne’s iconic MCEC between October 17-19 this year. C2 Melbourne will breathe new life into the venue, housing immersive workshops, deep-dive masterclasses, signature “labs”, artistic performances and specially curated braindates. Outside, a custom-built village will flow out to the Yarra River, providing a networking space for participants to synthesise big ideas, key learnings and actionable takeaways.
 and creative powerhouse C2 International was announced at the IMEX trade show in Frankfurt.){kind=link}