Melbourne Convention and Exhibition Centre (MCEC) celebrated the opening of its expansion with a series of events designed to showcase its new spaces, including a chance to experience the interactive C2 Labs that are now available through its world-first partnership with C2 International.

Signature C2 Labs, including Cloud, In the Dark, Pool and Barometer, were demonstrated to customers, industry and media over two big days. The showcase marks another important milestone for MCEC, with the C2 Labs now available for customers to integrate into their events.

MCEC Chief Executive, Peter King said MCEC’s relationship with C2 would inspire customers by providing highly customisable and unique experiences at MCEC.

“This exclusive partnership is a differentiator in the competitive and contested market in which we compete both internationally and domestically,” Mr King said.

Martin Enault, C2 Asia Pacific CEO, said: “Our immersive experiences are proven to re-energise and re-tool leaders, allowing them to find creative solutions to real-world problems.”

C2 Labs bring to life C2’s mission to challenge conventions and explore a new approach to business events through immersive workshops, brainstorming sessions, performances and festivities.

Inspired by the idea that creativity is fundamental to driving commercial and economic change, the C2 Labs at MCEC challenge delegates to collaborate, take risks, flex their ingenuity and leave their comfort zones behind. This progressive approach to conferencing, meetings, incentives and exhibitions sets the stage for reshaping the future of business events.

The aim of each signature C2 Lab is to put imagination at the forefront. Thinking outside the box is no longer a theoretical exercise. Sky, one of the C2 Labs, literally suspends participants six metres in the air so that the change in perspective supercharges blue sky ideas.