The ILMC artists' panel returned, offering a musician's-eye view on everything from mental health to the proper filling for sandwiches
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Panel-by-panel coverage of The Experience Economy Meeting, which spanned three thought-provoking sessions during day two of ILMC 33
By IQ on 04 Mar 2021
The Experience Economy Meeting (TEEM), the world’s only conference dedicated entirely to touring exhibitions and the experience economy, has joined forces with ILMC for 2021. The first TEEM (formerly the Touring Exhibitions Meeting) as part of ILMC took place today (4 March) with some of the world’s leading touring exhibition professionals, including expo producers, promoters, venue bookers and suppliers.
Tickets for ILMC 33 – which include all panels, including TEEM sessions, available to watch back until 5 April 2021 – are still available. Click here for more information.
TEEM concluded with The TEEM x ILMC Flea Market, which gave delegates representing touring exhibitions and producers just three minutes to present their shows to the promoters and venues in the room.
Chaired by Christoph Scholz of Semmel Concerts’ SC Exhibitions and Debbie Donohue of Imagine Exhibitions, the Flea Market featured presentations from Corrado Canonici of World Touring Exhibitions; Amy Bornkamp of IMG Events; Glenn Blackman of Global Touring & Promotion; Teo’s Manon Delaury; Pierre Morand of GAAP Bookings; Zuppar’s Nick Zuppar; Charles Reed of Blooloop; Alex Susanna of Expona; Giorgio Castagnera of Herelab; Semmel Concerts’ Anna Lenhof; and Jole Martinenghi of Contemporanea Progetti.
Exhibitions and attractions presented included King Tut, Pompeii, Travelling Bricks (Lego), Kid Koala, the Walt Disney 100th anniversary exhibition and the Monster, an inflatable playground for adults.
Dress rehearsal for the most fucking @ILMC ever via @streamyardapp ! Our Experience Economy Panels are up on Thu 4 March. Book now at: https://t.co/Qtuo8jiyua cc: @Pollstar @IQ_Mag @billboard @MusikWoche pic.twitter.com/lowJRQgLj5
— Christoph Scholz (@ChristophScho) February 25, 2021
Teem’s second panel of the day, Taking Exhibitions Further, led by Abigail Bysshe, Franklin Institute (US) and Christoph Scholz, Semmel Concerts (DE), explored the post-Covid future of the experience economy.
Serge Grimaux, Fórum Karlín (CZ), said he believes the exhibition world will experience a post-Covid boom: “I think we have an incredible opportunity with a clean slate in front of us. We have a lot of people who have been very hungry for entertainment, live entertainment and edutainment.
“I think that the technology that is now available, and becomes more available every month, can provide an environment that will be incredible for everybody and at the same time, affordable. Because as soon as we get out of this Covid war and the economy will start, affordability will be important, and exhibitions will definitely be a very sought after product.”
While Lāth Carlson, The Museum of the Future (AE), believes that the future of exhibitions lies in immersive experiences: “Our core is in immersive experiences and we’re sticking with that. I think the real power of museums is the experience that you can have physically in the space and socially in the space as well. So that is an absolute core part of what we’re offering our museum.”
“I think the real power of museums is the experience that you can have physically in the space and socially in the space as well”
While Paola Cappitelli, 24 ORE Cultura, pointed out that tech should play an important role in making exhibitions appealing to the younger generations: “We have a new generation [to cater to] so we know that we have to provide them with technology, experiences and multimedia in museums but also have other people who are older coming to the museum so we have to to find a way to appeal to all demographics.”
Arnold van de Water, Factorr (NL), added that it’s important for curators and designers to find new ways of telling the same stories.
“The thing we always keep in mind is storyline. Though technology is more accessible, telling a good story again is still the basis. We see so many dinosaur exhibitions, so many Van Gogh exhibitions and so many of the same topics so curation and content is really the thing we should be focussing on,” he said.
The Experience Economy Meeting (TEEM) kicked off with What’s Next in the World for Experience Exhibitions?, led by Christoph Scholz, Semmel Concerts (DE) and Charles Read, Blooloop (UK).
The panel’s central focus was how to enhance the user experience of exhibitions – from design, production and cross-culture standpoints.
Speaking from a designer’s perspective, Tobias Kunz, Studio TK (DE), said: “The perfect exhibition is the right balance of information, emotion and attraction. It has to be a multi-sensorial experience with different layers: the classic museum layer with great objects; a walkable stage where you can bring objects to life and make them talk; an interactive layer with headphone stations for lively presentations; a media layer; and a very important sound and music layer.”
Manon Delaury, Teo (FR), added: “Immersion is becoming super important. When I talk about immersion I mean some sort of environment that really surrounds people, as well as providing a sensory reality. We see more and more experiences that integrate smell, sound, touch and really surrounding people so they can have a proper immersive experience.
“Another key trend, which will emerge is transformative experiences that are truly social. The idea is that once you’ve been through the experience you feel a little bit different. You’ve learned and you’ve grown.”
“The perfect exhibition is the right balance of information, emotion and attraction”
Winston Fisher and Michael Beneville – the pair behind Area15, an immersive art, event and entertainment complex just off the Las Vegas Strip – says the key to their success with the project was putting together the perfect team.
“Execution is critical to success. The ability to understand how a dream can actually become a reality is so important. It’s not just creativity that brings things to life, it’s a team that has all skill sets. It was important for us to get best-in-class experts and build a team that actually had breadth and depth that could take something radical and different and make it a reality,” they said.
Bart Dohmen, TDAC int. BV (NL), elaborated on that point, adding that the perfect team also needs to be resolute on the identity of an exhibition.
“You can say that your exhibition is something but you need to embed it into your development by having a clear team statement which tells everyone what the identity is. Once you have that, have the guts to make a decision to throw something away if it doesn’t fit the statement. Don’t do anything that could hurt your identity. That sounds very easy but it’s a very delicate and difficult process,” Dohmen said.
“The ability to understand how a dream can actually become a reality is so important”
Coming from a live music point of view, Marc Saunders, the O2 (UK), said that while the venue is best known for its music programming, the exhibition areas add a lot of value to a customer’s experience.
“When people think of the O2, they think instantly of the arena and the events and artists that we host. But the fact is that the O2 has become so much more since it was purchased by AEG from the original Millennium Dome, and reopened in 2007.
“The exhibition space is currently being used for Mamma Mia: The Party but in the past has had various exhibitions, including the British Music Experience, an Elvis exhibition, and the Star Wars Identities exhibition,” he testifies.
Ali Hassan Al Shaiba, department of culture and tourism, Abu Dhabi (UAE), agreed, adding that his market was looking at enhancing the live music fan’s broader experience.
“It’s easy today to bring an event or a touring concert to any destination but it’s very hard to create an experience that encompasses the full journey from end to end. Today, in Abu Dhabi, we are trying to build that unique experience by blending [the capital’s] landscapes with a rich calendar of events around the city and verticals that go from shopping to entertainment to music to culinary,” he said.
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