Google, Encore, DRPG & Maritz to turn traditional learning practices on their head at IMEX Frankfurt

IMEX Group is putting the emphasis is on breaking away from the norm and doing things differently at this year’s trade show in Frankfurt. Organisers expect 3,000 buyers for their IMEX Frankfurt show at the Messe and are putting the emphasis on uniting business needs with purposeful learning opportunities. Highlights of some of the experiential activity taking place across the show floor this May include: Google Experience Institute (Xi) CoLabs The Google Experience Institute (Xi) CoLabs is a series of 20-minute fast-paced ideation and brainstorming sessions centred around six ideas and themes from Google’s research. Together with Storycraft LAB, experts from Google will lift the lid on all aspects of events – ‘culture carriers’ as they call them – covering the following: creating an industry design practice around belonging; cultivating belonging at a tradeshow; measuring an event’s ‘ripple effect’; and designing a radically inclusive event. This is a unique opportunity to experience Google’s in-house collaboration models and techniques – expect short snapshots packed with takeaway content. Encore Ideation Station  Quick fire is the order of the day at the Encore Ideation Station with snappy seven-minute presentations. Encore’s Anthony Vade is joined by Thomas Lanthaler, Alex Brueckmann and Valuegraphics pioneer David Allison to facilitate structured brainstorms designed to allow planners to share their voices and collectively source answers to some of the problems they keep facing. DRPG & Maritz – More than Experience Theatre The DRPG & Maritz – More than Experience Theatre returns this year with a firm focus on the delegate experience. A team of experts will help planners look at their event with fresh eyes and apply a huge dose of creative thinking to addressing current attendee needs.  What if your attendees designed your event?  Does anyone really know what to expect next? and The Metaverse: Fleeting fad or future of the industry? are some of the issues to be tackled. Storycraft LAB will have a dedicated area in the Hosted Buyer Lounge where their team will help planners discover their own learning profiles and advise on how to use them as tools to craft curated journeys at their own events. Carina Bauer, CEO of the IMEX Group, comments: “While doing business and catching up with contacts are absolutely fundamental, today’s attendees increasingly expect to be able to navigate the entire show experience in a personal way, one that enables them to explore at their own pace and according to their own preferences. Our range of experiential learning opportunities allows attendees to enjoy an individualised, micro experience at a macro event.” All these sessions form part of the extensive, free programme of 150 educational and networking events at IMEX Frankfurt. The learning journey starts with education for specialist audiences the day before the show, on Monday 22 May, followed by six tracks of general learning that run Tuesday to Thursday on the show floor’s Inspiration Hub.  Attendees can also search and personalise education choices according to CMP/CE credits or CSEP approval. IMEX Frankfurt  takes place 23–25 May 2023. To register click here.  Photo: Megan Henshall, Google