Leading brand experiences agency, Multilem, is once again making a splash at this year’s World Travel Market (WTM) with the creation of five immersive experiences for leading tourism boards Saudi Tourism Authority, AlUla, Diriyah, Soudah and Embratur Brazil, and an art installation for the Red Sea.
The creative pioneers are responsible for the design and build for each entity, creating stand-out spaces that are reflective of the latest trends within the events and exhibition space.
Multilem’s stand creation for Saudi Tourism Authority, AlUla, Diriyah, Soudah and Embratur Brazil totals an impressive 3,214 sqm of space – just under three Olympic swimming pools – whilst the Red Sea installation encompasses a four-metre high Red Sea Assouline book complete with LED screens.
Visitors can expect to see immersive, interactive elements, including touchscreen maps, simulator experiences and interactive screens, that bring each destination to life within the confines of the ExCeL London.
It’s no secret that the global events market is booming. The appetite is nowhere more apparent than WTM which is anticipated to have its biggest event yet this year.
As a global leader in brand experiences, specialising in the creation of activations, live events, exhibition stands and immersive spaces, Multilem is seeing a continued demand for B2B events in Europe, with growing trends for events that incorporate personalisation, digitally driven elements including AI, and sustainability.
Dorothee Anjos, General Manager of Multilem Middle East, commented: “As the B2B events industry evolves, Multilem is proud to evolve with it, by consistently adapting to meet the needs of our clients and interests of audiences. Looking to World Travel Market and beyond, we envision the industry seeing an increase in events which are digitally led, place sustainability at the heart, and are personalised to audiences to ensure they stay consistently engaged.”
Multilem has already invested in research, development and expanding of its in-house capabilities in digital content creation and AI integration. Its creative and technical teams are being upskilled to produce more innovative, hybrid experiences that blend the physical and virtual worlds. They are also experimenting with cutting-edge immersive technologies and AI-based solutions to create dynamic and interactive experiences for clients.
In addition, sustainability is a huge focus for Multilem and a prevalent trend in the industry. Through its Green Multilem Initiative, Multilem is integrating eco-friendly materials and energy-efficient production methods into all of its projects. Looking ahead, sustainable event designs, such as modular stands, recyclable materials, and carbon-offset programs, are key to reducing the environmental footprint of the industry.
Multilem has had a presence at WTM since 2006, working with Visit Portugal. Since 2021, Multilem has worked with luxury and sustainable destinations including Saudi Tourism Authority, AlUla, Red Sea, Diriyah, Soudah and Embratur Brazil. Saudi Tourism Authority has been a client of Multilem since 2019.
