Highlighting Victoria and Melbourne's strength as a meetings, incentives and conventions destination, the Melbourne stand will uncover how MCB and its partners can facilitate collaboration and deliver real outcomes for event planners, known as The Melbourne Effect.
Showcasing Melbourne's vibrant culture the MCB stand build will feature activation zones dedicated to arts and culture, fashion, sport, food, science, technology and architecture, emphasising the Team Melbourne philosophy to delivering business events.
In collaboration with MCB the stand was designed and built by MCB partner, ExpoNet, with the unique blue print of the stand a nod to Melbourne's modern architecture.
The layout, colour scheme and materials are designed to replicate the iconic Federation Square, while signage throughout the space reflects the Bolte Bridge's recognisable high silver towers, and an entrance installation is reminiscent of the National Gallery of Victoria's roof.
The showcase of Melbourne's arts culture continues in the Arts Centre Melbourne activation zone where guests can enjoy video footage from the Performing Arts Collection.
Highlighting Melbourne's urban arts scene, chalkboard artwork by Melbourne Street Tours will be created during AIME, where guests can see it evolve before their eyes and will be encouraged to snap and share it to #AIMEinspo.
For the sports fans a sporting precinct will be created highlighting the Melbourne Cricket Ground and guests can take a photo with the 1964 Melbourne Football Club Premiership Cup.