HIDDEN GUEST: IEC Yekaterinburg Expo

• Opened: 2011
• Halls: 4 exhibition halls and 20 conference halls, 20 meeting rooms
• Theatre max: 4000
• Category: Convention Centre

Driving on the highway from the modern airport towards the centre of Yekaterinburg, we can see a majestic LED screen, which is an integral part of the brand-new congress centre. Behind the modern façade, hides probably the most beautiful congress hall in Russia and Europe right now. The Congress Centre, which marks the entrance to the city, is a thoughtful architectural response to the city’s new vision and a foundation of the new meetings industry future in Russia’s 4th biggest city. The Centre reinforces Yekaterinburg’s vision as a junction of business and MICE opportunities between Europe and Asia.

The conceptual design was made by German architect Kai Bierich, who, among other buildings, designed Congress Centre Stuttgart Messe. The Centre includes numerous additional services, such as restaurant and recreation areas, and technical services with hybrid components. The complex awaits the construction of the 4* hotel exactly in its territory and the Summer University Games 2023 massive accommodation village construction just in 5 minutes walking distance.

The semi-circular auditorium of the new congress hall feels futuristic and at the same time pleasantly domestic. The main hall, which holds 4000 participants, is the heart of the new congress centre, which is complemented with 20 smaller halls and 20 meeting rooms suitable for even the most advanced productions. What particularly impressed us was the fact that it is not overblown architecture, but the hall and the entire centre remain loyal to its programme design. The best stage equipment and staff who have mastered the most demanding A-production are the main recommendations for the centre to host the most difficult events in the city.

At present congresses, performances, concerts and the most difficult protocol events will be held in the centre. Multifunctionality is also the key lead that the architects looked at when designing the building. The halls actively adapt to the event’s needs with movable walls, light, and simple yet maximally effective architecture. It is modified for a fast and simple event makeover. Therefore, it is not surprising that the centre has hosted more than 800 events since 2011, averaging 100 per year respectively.

The Expo team is qualified for protocol events at the highest levels and provides safety in accordance with the highest requirements and standards. The impressive VIP part of the new centre witnessed its fiery baptism at this year’s annual INNOPROM event. This part of the centre reminds us more of a top-notch hotel than a congress centre. The centre is fully adapted for direct TV broadcasts and enables complex TV production. Also, Expo hosted large-scale events like UN-Habitat World Cities Day (2019) and Global Manufacturing & Industrialization Summit – GMIS-2019.

The congress centre aims to set standards for the future through digitalisation and automation. The main guideline is the functionality and exceptional architecture. No fewer than 21 high-speed ticket machines are installed at the entrances, and the entry system is also automated. It is one of the most modern systems in the world. The gigantic LED screen is a miracle of technology that allows you to communicate and brand your event, which is rarely seen in the world. Surprising luminosity and visibility will definitely attract attention.

The city of Yekaterinburg decided that it must stand out for something and that it has to offer something to the international market, which it does not have yet. That’s why they decided on congress tourism.
We believe that it will become one of the most influential centres of the meetings industry. This was also confirmed by the director of the new centre Igor Danilov, who is aware that at first, you need to take care of the destination’s promotion, as the meeting and events bring a multiplicative effect to the whole destination. The role of science, culture and education that follows the meetings industry is priceless.

For trade fair and exhibition organising, there are over 50,000 m2 of internal and 80,000 m2 of external areas available, and furthermore, the whole production can be provided by the centre. The centre, the first phase of which was built in 2011, is ideally located near Koltsovo Airport and just 13 kilometres from the city centre. There are two hotels nearby (Ramada Yekaterinburg and Angelo by Vienna House), but they are planning to build their own hotel with 300 rooms in the immediate vicinity.

Every time you drive past the centre, you get taken over by the openness of the concept and excited by the architecture. And you get even more excited over the plans that the leadership has for the centre. A visit to the centre in their presence before the official opening was a special privilege. We peeked behind the scenes of an exceptional project and we are glad to be able to share the story with the international congress community.

FINAL GRADE: 4.88 GOLD Convention Centre

GOLD final score from 4.81 to 5.00
SILVER final score from 4.61 to 4.80
BRONZE final score from 4.41 to 4.60