Live Marketing Solutions

At the 2022 Art Dubai, BMW partnered with MCH Global to showcase for the first time its all-new art car partnership with acclaimed artist Jeff Koons. Our team curated an immersive pop-up that reflected the personality of the new vehicle. The pop-up also included an outdoor BMW lounge that served as an official shuttle space for visitors.

Both spaces highlighted BMWʼs long history of supporting the arts with Dr Thomas Girst, BMW Groupʼs Head of Cultural Engagement visiting the show to officially launch the space.

MCH Global took on the role as strategic marketing partner for electric vehicle company Lucid Motors, helping them navigate the regional and cultural landscape with their introduction to the Saudi Arabia market.

Our team managed an end-to-end approach to the ceremonial signing of the opening of the companyʼs first international plant. In conceptualizing, producing and managing the inaugural event, MCH Global focused on presenting the core positioning of the brand to their investors and partners.

To create anticipation around their upcoming Amsterdam studio opening, Lucid Motors hosted a preview event for clients, media, and reservation holders in June 2022. The objective of the event was to create brand and product awareness for the Dutch audience, introducing them to the core pillars of Lucid and their general value proposition.

Our team supported the execution of several of the event elements, creating a seamless delivery along the way.

To commemorate the launch of the highly anticipated BMW 7 and i7 series in the MENA region our team created an exclusive viewing centered around the 7 series promise of “Beyond Luxury”. The experience played with the concept of duality, with a visual and musical polyphony performance representing the two personalities of the cars.

The experience was launched in Jeddah, KSA as well as Dubai und Abu Dhabi, UAE. It included custom-created music by local artists, multiple experiential touchpoints and an overall luxury-inspired visual environment that echoed the BMW brand.

Google partnered with MCH Global to bring to life the “Super Bowl of Google Ads” at the newly opened Museum of the Future. Coming to the MENA region for the very first time the Marketing Live event brought together marketeers and MENA C-levels across various fields to discuss industry tailored narratives and in-depth insights with a spotlight on Gen Z audiences.

The experience aimed to engulf the participants in the brand DNA of Google with an immersive stage design, round table discussions with experts and dedicated brand moments.

For their annual conference Die Mobiliar came to MCH Global to rethink their event format, making the transition from a typical conference to an immersive and interactive experience.

Hosted in Burgdorf and Lausanne, Avanti was centered around the theme of Solidarity. The execution included a fully immersive space, structured program, live digital art creation, interactive app with AR filters and impactful speakers such as Micheline Calmy-Rey, the former President of the Swiss Confederation.

The MCH Global team brought to life for the first time in the Middle East the brand IP of Audi House of Progress – a concept that pushes the boundaries of creativity and innovative technology. Our creative concept transformed the M7 space in Doha with exhibits from artists such as the renowned Bouthayna Al-Muftah and curated programming during the 2022 FIFA World Cup.

The goal of the space was to make an impact on the Qatari creative landscape while delivering brand content that aligned with the premium progressive target audience of Audi.

For the second year in a row, Porsche entrusted MCH Global with showing their heritage & classic car culture in the brand festival Icons of Porsche. Our team was thrilled to have taken this festival to new heights with 15,000 visitors and a site that expanded through 31,000 sqm and hosted numerous classic cars, displayed amongst five different zones, each presenting a unique theme that caters to diverse audiences.

With a dynamic program, creative activations, a regional car reveal and appearances from famous race legends, IOP 2022 was an all-encompassing moment that reflected the 3 core pillars of the festival: Classic Cars, Art, and Culture.

MCH Global facilitated the journey of the ‘Safari Camel’, the in-real-life re-creation of the famous artwork by renowned digital artist Chris LaBrooy, commissioned by Porsche Middle East and Africa FZE, that came to life at Icons of Porsche and travelled across the desert roads, all the way to Qatar.

The art piece was installed on a floating platform at the NED Hotel in Doha for the duration of the FIFA World Cup Qatar 2022.

MCH Global helped introduce Arcual, the first blockchain ecosystem built by the art community, for the art community. This vibrant brand launched its first application, Arcual Salesroom, at Moxy South Beach in Miami, which catered to the interest of media outlets, artists, galleries, and collectors, building brand love and awareness by offering the guests touchpoints to experience and learn more about Arcual during Art Basel Miami Beach week.

The MCH Global team facilitated all experiential elements linked with the brandʼs first live event.

The yearʼs theme could have easily been labeled as debuts. Many of our new and returning clients debuted new brands, values, products and services, or exhibits, including Hersheyʼs new booth at NACS 2022, Lucid Motors with its debut Dream Ahead drive and ride mobile road tour, and SK Telecommunications making its first appearance at CES 2022, taking Best of Show by EXHIBITOR Magazine.

This is what itʼs all about, turning visions into reality while bringing brands to life for the audience, one job at a time.

The year 2022 started with a challenging reminder of the COVID–19 pandemic as the Omicron variant resulted in a 9.3 % cancellation rate for our industry. As this new wave rolled into Q1 2022, the event space shared a significant interest focusing on CES and its exhibitors with many known brands cancelling their event participation, attendees postponing their trips, and more. The Omicron variant also had a crippling effect on both the international and global economic situation with inflation directly affecting our material costs and supply chain concerns, adding a counteractive result to our forecasting reports, job margins, and more.

After the slow and sensitive start of our industry in Q1, the market was in an upward trend. According to CEIR, cancellation rates continued to show a healthy decline with an improvement through each quarter with virtual/hybrid offerings also declining, thus providing a stronger emphasis on live, in-person events. However, when it comes to the economic state of our market, inflation was still a heavy task for our Operations side of the business in terms of material costs at the start of 2022, but luckily these costs underwent a steady decrease. According to CBREʼs new Construction Cost Index, a 14.1 % year-over-year increase in construction costs will result by year-end 2022, as was experienced here at MC².

2022 was another banner year for the company, but what consumed the airwaves was the news of Richard McAdamʼs retirement as Chief Executive Officer (CEO) in November, and the appointment of Don Lee as his successor after months of vetting from MCH and MC² Leadership.

As of January 1, 2022, the workforce consisted of 222 total employees. By the end of the year, that number increased by 73 total employees giving us a total workforce count of 262 taking in all departures throughout the year.

Approximately 75 % of the clients we worked with can be categorized as repeat business over the last year.

The Expomobilia 2022 projects won a total of 12 awards.

The Swiss pavilion delighted visitors and jurors alike with its unique scenography. The red carpet in combination with the mirrored façade was not only an eye-catcher, but developed into one of the most popular selfie spots at the World Expo.

The Dutch pavilion was praised above all for its sustainable construction, which strictly followed the principles of circularity. CEO Rob Graven was still project manager in charge of dismantling at the time: “We recycled around 92 % of the material. Thatʼs an extremely high rate for temporary construction."

In April, Expomobilia became the first Swiss general contractor to receive ISO–20121 certification for sustainable exhibition and event management. An internal working group had prepared the audit in a process lasting several months. The topic of sustainability was treated holistically – in addition to environmental protection, social and economic fields of action were addressed.

Within this framework, Expomobilia also launched a sustainable exhibition stand construction system made of oak wood on the Swiss market and implemented the first projects with it in 2022.

In addition, the visual appearance of the Swiss general contractor was revised. The new design went live on June 30 on the various communication channels. With it, Expomobilia focuses on a fresh shade of blue and a dynamic visual language.

In September, the Swiss production team took on the store fit-out of a supermarket chain. The framework agreement establishes Expomobilia as a permanent partner for a period of two years. This contract strengthens the Swiss production site in Effretikon. In addition, the work is independent of fluctuations in the live marketing industry.

In future, Expomobilia will not only cover the retail sector in terms of construction. Under the label Retail Experiences, the general contractor is building up its own team at the Zurich location. In future, this team will also be offering consulting, strategy and design in addition to interior construction.