A 100% Portuguese company with 38 years of history survived the pandemic and hasn’t stopped since. Multilem has Portuguese DNA, broke borders, and doesn’t seem to want to stop here. In an interview with Jornal Económico, Luís Matos Chaves, General Director of Multilem Europe, admits that the agency has a “competitive advantage” in understanding how brands want to position themselves.

A company that operates on multiple fronts is the most accurate description for Multilem, but the Azambuja-based company prefers to describe itself as an agency that specializes in brand activations and experiences. And what does that mean? “We build stands for trade shows, events, festivals, and pop-up stores for companies. We are a company that helps brands express themselves tangibly through physical implementation,” says Luís Matos Chaves, General Director of Multilem Europe, to Jornal Económico (JE).

Simply put, as the director-general tells us, “We are not an advertising agency; we are an agency that implements brand experiences, whether at trade fairs or events.” One of the most interesting aspects is that Multilem’s offices enable this approach, as the agency has an in-house carpentry unit to build stands for its clients and those who seek its services.

How is brand activation done? “We combine creativity, project management, content, and technology with production and implementation. We essentially have two core areas within the company, which is a differentiating factor even outside Portugal.”

Multilem was founded 38 years ago in Portugal and is distinguished by being 100% Portuguese. Today, it operates worldwide. The company’s international expansion began in 2009 with its move into Angola, according to Luís Matos Chaves. Since then, it has opened eight offices across the globe, including in Dubai, Saudi Arabia, Spain, the UK, Miami, and Brazil.

One of Multilem’s largest clients is Turismo de Portugal. “We handle all the trade fairs for Turismo de Portugal. We create the creative concept and then implement the exhibitions worldwide. For example, we have worked with Turismo de Portugal in Japan, the United States, Europe…”

Despite having offices worldwide, the general director ensures that there are no borders for the agency’s work, positioning itself as a truly “global” company. “We can have clients anywhere in the world and execute projects literally anywhere,” he emphasizes.

One of Multilem’s advantages, the director adds, is its deep understanding of its clients, which gives it a “competitive edge” by allowing the agency to “grasp a brand’s language and how it expresses itself in the market.”

Another major client of the Portuguese company is Apex, the Brazilian Trade and Investment Promotion Agency. While domestic promotion in Brazil is handled by another agency, all international activations are managed by Multilem, including building the Apex Brasil stage at the Web Summit.

One of Multilem’s strengths is its ability to “create an experience within the stands at the request of brands.” A common request is the creation of natural environments featuring vegetation and nature sounds.

“The market is evolving towards this personalization of concepts, where people truly feel a unique experience when attending these projects,” highlights the director.

Luís Matos Chaves ensures that clients are not only concerned about their brand positioning but also about return on investment and whether their spending is justified, especially in terms of brand awareness. He admits that they already use technology for some clients—depending on budgets—and notes that “the United States is far ahead in this aspect because they are obsessed with measuring performance.”

How is performance measured? “We have various activations and measure how long people stay in a specific area of the stand and their level of engagement. It’s no longer just about visitor numbers.” he explains.

“I believe it is necessary to anticipate these needs and constantly innovate. This market is never static.” confesses the director of Multilem Europe.

The biggest challenge is moving teams to activation sites and setting up all the equipment, sometimes in very short timeframes. Regardless of the event’s location, “everything is prepared in Lisbon. Even the screws are accounted for to anticipate potential problems. Planning solves 98% of issues, and that is a principle we follow internally.”

Multilem also makes it clear that it does not back down from challenges, even if they seem impossible. And when they could be, the brand finds a way. Recalling past experiences, they had to carry out an activation for Saudi Arabia in just two weeks, with all materials built, shipped, and assembled in China—a country requiring multiple authorizations.

One of the agency’s advantages is the space available at its Azambuja headquarters. In the interest of sustainability, Multilem reuses carpentry materials whenever it makes sense for both parties.

And what about challenges?

There have been many, as Luís Matos Chaves recalls, particularly during the Covid-19 pandemic. With activation processes on hold as the world came to a standstill, “our activity dropped to zero. We felt like we were rising from the ashes.”

Since then, the agency has seen business volumes “three times higher than in 2019, meaning we have grown 300%.” This growth, he notes, has been “organic,” and the company has room to expand further. With 200 employees globally, they are considering opening smaller offices to be closer to clients in different parts of the world.

The next step is to expand the Miami office in the United States to increase its presence in that market and attract new brands for product activations.

In Jornal Económico

If 2025 were an event, it would be one no one wants to miss: innovative, creative, and filled with trends transforming the events and brand activation industry. In a world where holograms, immersive experiences, and environmental concerns are the new normal, audiences no longer seek just a show—they demand real connection. And it’s on this stage that Multilem presents the five major trends set to shape the future of brand experiences.

1.Technology and AI: The Intersection of Reality and Authenticity
Artificial intelligence is no longer just a supporting act; it’s now the star. Tools like augmented reality and hyper-realistic content enable experiences so personalized they seem magical. Yet, this technology raises a question: is what we see real or just a well-crafted digital illusion?

In this context, authenticity becomes essential. Despite technological advances, the emotional impact of a physical experience remains unique. The perfect blend of physical and digital is already a reality, as demonstrated by Multilem at Google Cloud Day 2024, where RFID technology revolutionized event management. From real-time monitoring to strategic insights, this event showcased how technology can amaze and create lasting memories.

2.Personalization: Tailor-Made Journeys
Audiences no longer want to be just another attendee. The most memorable events are those that offer personalized experiences, tailored to the style and preferences of each participant.

With the help of technology, it’s possible to create exclusive agendas, offer personalized gifts, and integrate experiences that resonate emotionally. This was precisely the case in the collaboration between Multilem and TAP at BTL. Inspired by the aviation universe, the space included elegant lounges, an exclusive store, and a VIP area that strengthened the emotional connection between the brand and the audience.

3.Sustainability: The New Imperative for Events
Sustainability is no longer a trend; it’s a necessity. Today, creating visually impactful events is not enough—they must also be responsible.

The Multilem Green Initiative responds to this demand. With a focus on material reuse and a regenerative approach, Multilem is redefining event design and construction. Examples like the sustainable stand for Turismo de Portugal, awarded at Fitur 2023, and the Best Sustainable Stand for Alula at the Arabian Travel Market 2024, show that creativity and environmental commitment can coexist, resulting in experiences that delight audiences while caring for the planet.

4.Content: The New Currency of Events
In 2025 events, content is the most valuable element. More than quantity, it’s the quality that makes the difference. Audiences seek meaningful experiences filled with emotional narratives, genuine moments, and interactivity.

Multilem captured this spirit at Portugal’s major summer festivals. Through creative activations and memorable spaces, they helped brands transform simple interactions into lasting emotional connections. These experiences demonstrated that the right content can enhance brand visibility and create genuine bonds with audiences.

5.Pop-up Experiences: Creativity in the Right Place at the Right Time
Pop-up activations have become one of the most effective tools for capturing audience attention. With immersive designs, exclusivity, and strategic locations, these experiences create unique, unmissable moments.

An example of this was the “Takeover Rinascenti” activation by Multilem with Saudi Arabia, which turned shopping malls in Italy into immersive exhibitions of Saudi traditions. The project combined experiential design and sustainability, demonstrating how pop-up experiences can generate lasting impact.

In Marketeer

As Saudi Arabia rapidly expands its meetings industry, Western companies are learning that success requires more than just signing contracts – it demands a thoughtful and culturally aware approach to business relationships.

“We should not come here to take the money and run; we should be here to invest,” said Richard Attias, creator of the Future Investment Initiative (dubbed the Davos in the Desert), at December’s International MICE Summit in Riyadh. His message comes as the Kingdom of Saudi Arabia aggressively courts global events companies.

Saudi law requires that a foreign company have a Saudi partner with a stake of at least 25%. So, for companies eyeing Saudi Arabia’s rapidly expanding events market, creating solid business partnerships with local companies is necessary.

At December’s International MICE Summit, Lord Stephen Carter, CEO of Informa, revealed that more than half of the company’s revenue comes from partnerships. This was just before he, as the leader of the largest event organizer in the world, launched the Middle East edition of its flagship fintech event, Money20/20, opening in Riyadh, Saudi Arabia, this September. This is the latest event launched through Tahaluf, its strategic alliance with the Saudi Arabian Federation for Cyber Security and Programming.

The scale of opportunity is massive. At the summit alone, 12 new events were announced, and three major global organizers committed to opening offices in the kingdom. But technical expertise and international experience aren’t enough. Success also requires the ability to build and maintain deep partnerships.

From Vendor to Strategic Partner

Dorothee Anjos, Managing Director Middle East, Multilem at World Travel Market 2024
According to Dorothee Anjos, Multilem’s Middle East managing director, understanding partnership expectations is also vital. The company has worked with the Saudi Tourism Authority (STA) since the nation opened its doors to tourism in 2019.

The evolution of Multilem’s relationship with STA illustrates the depth of partnership Saudi Arabia expects. “The CEO always tells us it’s so nice to see that we’re growing together,” says Anjos. “This symbolizes that we are partners and not just a vendor.”

This partnership mindset manifests in both grand gestures and subtle expectations. At November’s World Travel Market (WTM) in London, Multilem delivered STA’s ambitious vision for the show’s largest booth, a massive 23,465-square-foot destination showcase.

The company also built and managed booths for three other Saudi destinations exhibiting at WTM: AlUla, Diriyah, and Soudah.

“You really need to understand their culture and read between the lines,” Anjos explains. What Western companies might consider above-and-beyond service is simply the baseline in Saudi Arabia:

• • • 24/7 availability
    • Management of the booth
    • Traditional hospitality (e.g., serving Saudi coffee and dates)

Managing these expectations has helped Multilem expand beyond its origins as a Portuguese booth constructor. Today, the company operates eight global offices, with its Dubai operation handling over 50% of the business, a transformation driven in part by its Saudi partnerships.

Recently, STA worked with Multilem to produce major consumer tourism activations in China and India – the world’s two largest consumer markets. The stakes were particularly high in China, where the eight-day Lai Ba Saudi Travel Festival took over Beijing’s prestigious Tiantan Garden. It was the only second event ever permitted in this historic venue.

The Future of Saudi Partnerships
As Saudi Arabia pursues its ambitious Vision 2030 plan — which includes mega-projects like NEOM and The Red Sea — the partnership model will only grow in importance. The kingdom’s target of 70 million international tourism arrivals by 2030 partly drives its push for global leadership in business events.

For Western companies, success requires more than delivering services or meeting contractual obligations. It demands cultural fluency, adaptability, and a long-term commitment to the market, including reinvesting profits locally.

Attias emphasized at the MICE Summit that companies must “reinvest our profit and create the ecosystem.”

In Skift Meetings

The brand experience industry is rapidly evolving, and 2025 is set to bring transformative changes. With the rise of new technologies, shifting audience expectations, and an increasing focus on sustainability, brands must adapt to stay ahead.

At Multilem, we’ve identified 5 key trends that will redefine how brands engage with their audiences and elevate brand activation to new heights. These trends promise to shape unforgettable experiences in the years to come.

Want to know what’s next? Download here now to explore the trends that will shape the future of brand experiences.

Multilem’s Role in the Festival’s Success

The Lai Ba Saudi Travel Festival marked a series of historic firsts—not only as Multilem’s inaugural B2C event in China but also as the first event to gain access to Beijing’s iconic Tiantan Garden (Temple of Heaven).

In just 72 hours, over 300 Multilem staff built 7,000 square meters of brand activations and immersive experiences for the eight-day festival, which welcomed over 500,000 visitors. This ambitious project was a testament to our ability to execute large-scale events with precision, creativity, and speed.

The festival offered attendees a multi-sensory journey through Saudi culture, featuring:

• Live performances of the traditional Ardah dance and “Legend of Lanterns” stage play.
• Interactive cultural activations such as Sadu weaving demonstrations and sampling of traditional Arabic coffee and dates.
• Immersive storytelling showcasing the beauty of Diriyah, AlUla, and Jeddah through experiential displays.
The results speak volumes:
• 1.2 billion media impressions, amplifying Saudi Arabia’s global visibility.
• 86,000+ leads generated for future tourism opportunities.
• 5,400 travel packages sold, strengthening trade relations with 14 key partners.

From crafting immersive storytelling experiences to managing intricate event logistics, our team demonstrated why Multilem is STA’s trusted partner in delivering world-class cultural activations.

A Legacy of Partnership and Innovation

Our partnership with STA, established in 2019, has been instrumental in elevating Saudi Arabia’s tourism brand. Together, we’ve brought Saudi culture to audiences on five continents, strengthening its presence in key international markets through high-impact activations. The Lai Ba Saudi Travel Festival is a shining example of what we can achieve together: creating events that connect cultures, inspire audiences, and drive tangible results.

A Cultural Milestone

The Saudi Tourism Festival at Beijing’s Temple of Heaven was a celebration of cultural harmony and exchange. Highlights included:

• Cultural Exhibitions: Exquisite displays of traditional handicrafts, such as silver jewelry, pottery, and Sadu weaving, brought Saudi Arabia’s heritage to life.
• Interactive Experiences: Visitors explored Saudi landmarks, learned about travel planning, and captured memories with stunning backdrops of the Temple of Heaven.
• Global Reach: Over 55 media outlets covered the event, contributing to its massive digital footprint and global influence.

Looking Ahead

As we celebrate this incredible milestone, we are inspired to continue building bridges and delivering transformative brand experiences. At Multilem, our mission remains clear: to redefine what’s possible in cultural and brand activations, forging connections that transcend borders and resonate across cultures.
Here’s to a 2025 filled with innovation, collaboration, and even greater achievements!

Luís Matos Chaves, our General Director for Portugal and Europe, recently spoke with Ana Maria Ramos for Negócios em Português on TSF.

He shared insights about Multilem’s global expansion, highlighting that we not only have 8 offices strategically located across the globe but have also delivered over 300 projects in more than 50 locations worldwide.