The Future of Immersive Events? A sophisticated balance between technological innovation and authenticity, says Teresa Barreto from Multilem Portugal.

Multilem, a Portuguese company specializing in brand experiences, has strengthened its international presence with the design and production of SOS OCEAN, an immersive event held in Paris on March 30–31, 2025.

As part of its global expansion and innovation strategy, the project combined design, technology, and sustainability to deliver a powerful call to protect the oceans, preceding the Third United Nations Ocean Conference (UNOC).

Multilem was the partner for the Oceano Azul Foundation, supporting an event that also marks a milestone in how the company combines purpose with environmental impact.

In an interview with Marketeer, Teresa Salvação Barreto, Commercial Director of Multilem Portugal, shares the project’s behind-the-scenes, the company’s vision for the future of sustainable events, and the role of creativity as a driver of change.

Marketeer (Mkt): How does SOS OCEAN fit into your strategy of expansion and innovation?

Teresa Salvação Barreto (TSB): SOS OCEAN is a natural extension of our expansion and innovation strategy. Over the past few years, Multilem has strengthened its international presence and can now deliver the same level of quality and confidence in both national and international projects. We’re ready to operate wherever our clients need us, with the same responsiveness we’d offer right next door. That’s our commitment and a major advantage of working with our team.

Mkt: Design and technology are key elements in your projects. How were they applied in developing this immersive event?

TSB: Initially, we explored bold ideas like street activations, physical art installations, virtual reality, and scenographic elements within the event spaces. However, these more daring technological approaches, uggested and developed by our creative team, were ultimately removed when our client [Oceano Azul Foundation] felt they might overshadow the event’s core purpose.

Once we refocused on conveying a sense of urgency to the decision-makers present in the room, we worked scenographically to ensure the message resonated in every detail: the positioning of the “SOS OCEAN” installation with the Eiffel Tower in the background, the recreation of the ocean floor on the ceiling of the dining and debate hall at the Musée de l’Homme, and the transformation of the foyer at the National Maritime Museum, painted blue and covered with slogans that appeared to rise and fall like tides.

Mkt: What were the biggest challenges in designing and producing SOS OCEAN? Any particularly memorable moments?

TSB: The biggest challenge was having a clear understanding of each speaker’s specific technical needs for the debate and the conference. We like to prepare and test everything in advance, but in this case, we arrived in Paris with several key elements still undefined.

Also, working in museums added another layer of complexity: all installations and tests had to be done at night or in the early hours before the event, leaving little or no room for adjustments. Everything had to go right the first time—and thankfully, we were well-prepared.

Mkt: SOS OCEAN precedes the Third United Nations Ocean Conference (UNOC). How do you hope this event contributes to the global conversation on ocean protection?

TSB: The main goal was to bring together, in advance, a select group of leaders, policymakers, scientists, and environmental influencers from around the world to address the ocean’s most pressing challenges. The mission was to help shape strategies, raise the alarm, and catalyze action toward the transformative commitments that must be secured at UNOC3.

Mkt: What was the audience experience like at the event?

TSB: Unlike UNOC conferences, which are broader and open to the public, SOS OCEAN was entirely targeted at government and scientific leaders. The experience was therefore more intimate and focused, fostering deep dialogue and idea exchange among key decision-makers to drive collaborative and concrete action for ocean protection.

Mkt: Sustainability and environmental awareness are increasingly present in events. How does Multilem integrate these values into its projects?

TSB: At Multilem, sustainability is a top priority. In SOS OCEAN, this was clearly reflected. We developed the plan using local suppliers to reduce transportation and support the local economy. We stuck to that plan for the most part, only activating in-house production for the scenography once we realized the extremely tight and overnight installation schedule. Given the challenge, we brought in our internal team to ensure a safe and efficient execution.

Additionally, we minimized environmental impact by reusing materials whenever possible and exploring digital alternatives. Every detail—from the Eiffel Tower installation to the museum scenography—was designed with sustainability in mind, merging design, technology, and environmental responsibility.

Mkt: What trends do you foresee for the future of immersive events and brand experiences?

TSB: The future of immersive events points to a sophisticated balance between technological innovation and authenticity. The key will be to awe the audience and create experiences that connect, surprise, and delight. Innovation will be essential for delivering that “wow” factor. Artificial intelligence and immersive technologies will continue to enhance personalization and interactivity, creating deeper emotional impact. Real-time, tailored experiences are becoming essential—and Multilem is already exploring this through exclusive solutions.

Moreover, sustainability is no longer a trend—it’s a duty. Multilem adopts responsible practices like reusing structures and applying circular economy principles, addressing the growing demand for events with a positive planetary impact. Finally, brand experiences are evolving into collaborative storytelling, where the audience becomes the protagonist—co-creating authentic and lasting memories.

Mkt: What sets your approach apart in the conception of SOS OCEAN and other high-impact projects?

TSB: What set SOS OCEAN apart from other large-scale political events—often involving many decision-makers and moving parts—was the need to allocate project managers from the very beginning. This allowed close, hands-on support for the client. When we were brought in, the only confirmed information was the purpose and the date, which demanded total flexibility.

Having a project management team working directly from the client’s offices allowed us to react quickly to schedule changes and solve problems in real time.

This approach is ideal for projects like this, where Multilem becomes an extension of the client’s internal team from start to finish—activating design, production, and logistics resources at just the right moment.

Mkt: Beyond the event itself, what legacy do you hope SOS OCEAN leaves for ocean protection and the sustainable events industry?

TSB: Beyond its immediate impact, SOS OCEAN serves as a visual, sensory, and emotional wake-up call to the risks our oceans face. Through immersive experiences and symbolic spaces—like the Eiffel Tower installation—we’ve shown that environmental awareness can be delivered creatively, with sophistication and impact, inspiring urgent, meaningful action.

In the events industry, SOS OCEAN strengthens the case for sustainable events. With eco-friendly materials, reusable solutions, and conscious design, it proves we can create unforgettable experiences without compromising the planet. This project reflects the paradigm shift Multilem promotes through its Green initiative.

We hope this project inspires the industry to see sustainability not as a limitation but as an opportunity for innovation and creativity—with real impact and purpose.

Mkt: SOS OCEAN included iconic moments such as the visual installation by the Eiffel Tower, the reception at the Musée de l’Homme, and the conference at the National Maritime Museum. What was the planning process like, and what production challenges had to be overcome to ensure everything went as envisioned?

TSB: Planning is the secret to every successful implementation—and it was essential for SOS OCEAN. We kept in constant contact with the museums and held regular in-person meetings to build trust with the directors and technical teams.

For the outdoor installations, we worked hand-in-hand with the French government team, who guided us through all bureaucratic processes, permits, and safety issues. We were able to meet the strict requirements, which included detailed technical projects and quality and safety certifications for all materials and staff involved.

Mkt: Finally, what advice would you give to brands and companies aiming to create memorable events with a positive impact?

TSB: In our experience, positive impact stems mainly from commitment and transparency. Commitment means embracing the project’s objective as our own—acting with a sense of mission and responsibility toward the greater purpose of what we’re delivering.

Transparency throughout every stage of the project ensures full alignment among teams, enabling the best response to any emerging challenge.

It’s a great privilege to work on projects that we truly believe can change the world. SOS OCEAN is a prime example—and we are deeply proud to have played an active role in this initiative.

in Marketeer

Our CEO, Pedro Castro, was interviewed by Meios & Publicidade, where he shared the remarkable journey of Multilem over the past 38 years — from the early days in the “stands” business, through the shift to brand experiences, to a solid presence across four continents.

In this conversation, Pedro Castro discusses the challenges of internationalisation, shares unique stories about life at Multilem, and highlights the importance of a people-centered culture.
“I envisioned growth as a possibility, but I never imagined a multinational across four continents.” – Pedro Castro.

Read the full interview here and get to know Multilem better.

Multilem, a Portuguese company specializing in brand experiences, once again stands out in the production of globally impactful events by developing SOS OCEAN, an immersive event that took place in Paris on March 30 and 31, 2025. This initiative serves as an urgent call for ocean protection, preceding the Third United Nations Ocean Conference (UNOC), which will be held in June in Nice.

In response to the ocean emergency, the Oceano Azul Foundation and the French Government joined forces in an initiative in Paris to amplify this global message of urgency. Multilem, an expert in brand experiences, was selected as a strategic partner to transform this vision into a world-class event, ensuring international impact and recognition.

Inspired by the concept of an “SOS from the oceans,” the event aims to engage global leaders, scientists, and activists in a debate on concrete strategies to halt marine collapse. Multilem has designed an immersive program that combines design, technology, and storytelling to create a striking experience. Among the highlights is a large-scale visual installation at the Eiffel Tower, reinforcing the urgency of the cause, along with a reception event at the Musée de l’Homme and a conference at the Musée National de la Marine.

The reception, on March 30, featured an ocean-themed immersive atmosphere, a welcome cocktail, and an exclusive dinner with speakers. The conference, taking place today, includes expert lectures and networking opportunities. On both days, the event concludes with a symbolic closing at the iconic “SOS” installation at the Eiffel Tower.

This event aligns with the Multilem Green initiative, which promotes sustainable projects in partnership with brands and organizations committed to environmental regeneration. Multilem develops initiatives that enhance local ecosystems and heritage, ensuring a positive impact on sustainable tourism in Europe, the Middle East, and Brazil. In the case of SOS OCEAN, this commitment was once again reinforced through the use of eco-friendly materials and an immersive experience that raises awareness and mobilizes action for ocean protection.

With this project, Multilem reaffirms its expertise in creating impactful experiences, strengthening its partnership with the Oceano Azul Foundation and the French Government to amplify this critical message. SOS OCEAN stands as a milestone in the fight for ocean preservation, leveraging iconic locations, expert talks, global leaders, and immersive experiences to mobilize decision-makers and public opinion worldwide.

Organizational culture is the force that unites teams and drives success. In the March edition of Human Resources, our HR Director for Portugal and Europe, Margarida Monteiro, reveals how Multilem transforms people management into a unique experience.

We invest in talent, well-being, and innovation, creating an environment where each employee feels part of something bigger. Discover how we promote internal mobility, continuous development, and a collaborative spirit that makes Multilem an example of excellence.

Read the full interview here and learn about the practices that make the difference!

We are proud to announce that Multilem’s Dubai Hub has officially achieved ISO 14001:2015 certification, a globally recognized standard for environmental management systems. This certification reinforces our commitment to sustainability, ensuring that our processes align with the highest standards of resource efficiency, waste reduction, and ecological responsibility.

And we’re not stopping here—Portugal is next!

Partnering with Visionary Brands

We collaborate with forward-thinking destinations and organizations where sustainability is a top priority.

In Saudi Arabia, we work with AlUla, Diriyah, Red Sea, and Soudah Peaks, pioneering regenerative tourism, conservation, and sustainable infrastructure.
In Brazil, we support Apex Brasil and Embratur, driving eco-friendly tourism, responsible brand activations, and sustainable infrastructure.
In Europe, we partner with Turismo de Portugal and key government entities, ensuring events respect, preserve, and enhance natural and cultural landscapes.

Our upcoming project: As part of the United Nations Ocean Conference 2025, we are partnering with Fundação Oceano Azul and the French Government to lead the concept, design and production of the “SOS Paris 2025” conference and event.

Together, we are setting new benchmarks for environmentally responsible activations, proving that brand experiences can be both immersive and regenerative.

How we help brands integrate sustainability.

The Green Multilem Initiative is our bold step toward redefining how brand experiences are created. We go beyond simply minimizing our footprint—we actively restore, renew, and revitalize the environments we operate in.

We believe that extraordinary brand experiences can be both immersive and sustainable. As the industry evolves, we recognize that our responsibility extends beyond crafting visually stunning spaces—we are here to help brands integrate sustainable practices at every stage of their events, from materials selection to waste management. 

Eco Friendly Materials – We prioritize FSC-certified wood, modular steel structures, bamboo cutlery, and eco-friendly fabrics to reduce our environmental impact.
✅ Endless Utility – We eliminate single-use materials and redesign event structures to maximize reusability.
✅ Local Partnerships – By sourcing from local suppliers, we cut carbon footprints and strengthen community economies.
✅ Smart Logistics – Our hybrid fleet, solar panels, and optimized transportation solutions ensure that even behind-the-scenes logistics are sustainable.
✅ Digital-first mindset – We encourage paperless events to minimize waste and embrace innovative digital solutions.

Industry Recognition: Sustainability at the Core of Our Designs

Multilem’s sustainability-driven projects have earned prestigious industry awards, recognizing our leadership in green event solutions:

2024 – Soudah Peaks, World Travel Market
2024 – AlUla, Arabian Travel Market
2023 – Turismo de Portugal, FITUR
2022 – Segittur, FITUR

Our focus is clear: sustainability is not an option—it’s the way forward.

Building the Future of Brand Experiences, Together

Sustainability and creativity are not mutually exclusive. At Multilem, we believe that brands have the power to inspire positive change—and we are here to make that transition seamless, impactful, and meaningful.

As we continue to raise the bar for sustainable brand experiences, we invite our partners, clients, and industry peers to join us in shaping a regenerative future—one event at a time.

Let’s build greener, smarter, and more responsible brand experiences.

Unlock your green.

Find out more: https://www.multilem.com/green-initiative/

March 11, 2025 – Multilem once again designs TAP Air Portugal’s stand at BTL 2025, reinforcing its partnership with the airline in a particularly special year. After the success of the 2024 edition project, which received multiple industry awards, Multilem now embraces an even more innovative and immersive approach to mark TAP’s 80th anniversary. 

Inspired by the concept “TAP 80 Years – A Journey Through Time,” the stand invites visitors to explore the airline’s evolution over the decades through a unique sensory experience. Multilem has created a space where technology, design, and storytelling merge to craft a compelling narrative about Portuguese aviation history. Among the project’s highlights are an interactive chronological wall that transports visitors through different eras of TAP, an Instagram-worthy exhibition featuring iconic airline artifacts, an immersive pod that recreates the sensation of floating among the clouds, and a showcase of business class seats, taking guests on a journey from early models to modern-day comfort and design. To make this experience truly unforgettable, TAP’s 80th-anniversary celebration will culminate in a symbolic moment on Friday, the 14th.

With this project, Multilem reaffirms its expertise in creating remarkable experiences, designing a stand that captures the essence of TAP and its significance in aviation and tourism. BTL 2025, set to be the largest edition ever with over 1,500 exhibitors and 600 events, will provide the perfect stage to showcase the impact of this partnership and TAP’s global relevance. BTL – Better Tourism Lisbon Travel Market 2025, the country’s largest tourism fair, organized by Fundação AIP, will take place from March 12 to 16, 2025, in Lisbon, at FIL. 

Multilem is once more with Saudi Arabia for this year’s ITB edition. Saudi presence at the event is nothing short of extraordinary, with a stand spanning over 2,000 sqm, designed to offer immersive experiences that reflect the Kingdom’s dynamic transformation. The central theme is clear: “Everything is happening now in Saudi Arabia.” From cultural showcases to major international events, the Saudi stand offers a glimpse into a nation that is rapidly evolving and expanding its global influence.

As ITB Berlin coincides with the holy month of Ramadan, the Saudi pavilion offers a unique opportunity to immerse visitors in the rich cultural and spiritual heritage of Jeddah. Through traditional Iftar experiences, visitors can taste authentic Saudi dishes while being enveloped by Ramadan-themed lighting, calligraphy, and Arabian music. Engaging in Saudi Arabia’s storytelling traditions and hospitality rituals, attendees will experience the true essence of this sacred month, thanks to the expertise of Multilem in creating powerful, sensory-driven experiences. 

Aligned with Saudi Arabia’s Vision 2030, the Kingdom is positioning itself as a global sports hub. ITB Berlin 2025 provides the ideal platform to showcase this ambition, with major international events such as the 2034 FIFA World Cup, Esports World Cup, F1 races, and tennis tournaments all set to take place in Saudi Arabia. The participation of global sports figures like Cristiano Ronaldo further strengthens Saudi Arabia’s growing role on the world stage. Multilem’s immersive solutions are key in presenting these developments, allowing visitors to fully engage with the Kingdom’s sports and tourism ambitions.

In addition, Saudi Arabia’s spiritual significance takes center stage, as the Kingdom is home to the two holiest cities in Islam, Makkah and Madinah. With millions of visitors each year for Hajj and Umrah, the Kingdom continues to lead in faith-based tourism. ITB Berlin 2025 highlights this vital aspect, and Multilem’s innovative approach ensures that visitors gain a deeper understanding of Saudi Arabia’s deep spiritual connection with its visitors, reinforcing the Kingdom’s position as a leader in global religious travel.

Our impact keeps growing!

Embratur’s stand at the Travel & Adventure Show, awarded Best in Show, gained media recognition and widespread coverage.

This highlights our commitment to creating outstanding and memorable experiences

Check out the media coverage:

• Creative News
• Meios & Publicidade
• Human Resources
• Empreendedor
• Event Point