Open Space – Colours

Melbourne Convention and Exhibition Centre


EMG created the brand and concept of Open Space for Melbourne Convention and Exhibition Centre (MCEC), with the aim to showcase the space with clever design, enhancing the event experience and audience engagement. Open Space 2014 was a full sensory experience – infusing innovation, creativity and design.

EMG designed a cutting edge set including a 10 metre inverted screen, a first for Plenary, showcasing the innovation of onscreen content. Furthermore, relevant and current key speakers were sourced including Todd Sampson, CEO, Leo Burnett, Cathy Foley, CEO, CSIRO and Ken Cato, Chairman, Cato Brand Partners to create interest.

In addition to technology, it was crucial that a full sensory experience was achieved. The EMG team pushed the boundaries on event design. Four vertical gardens were created on existing eight metre pillars creating a vivid living element on arrival that naturally drew delegates into its environment. A vibrant colourful customized furniture installation sat alongside three metre floor decals immersing delegates in the colour experience. EMG worked with MCEC chef on the food design to create an aromatic menu which completed the holistic experience.

The Open Space event has seen a significant shift in delegate engagement for the client on how they view the space and its potential. Visitor registrations for the event saw 1600 attendees in 2014 an increase of 1000 registrations from its first year of operation.

‘Open Space is the Melbourne Convention and Exhibition Centre’s (MCEC) showcase event for industry, community, students and Government and would not have been as successful as it was without yours and the team’s dedication to ensure the success of the events. The event achieved all we were hoping for and the feedback from the plenary session and the lunch has been extraordinary.’ Anne Jamieson, Director of Sales, Marketing and Club Melbourne

Creative Concept and Design

1600 Attendees

Program and Speaker Management