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ICMS for International Union of Crystallography (ICUr)

Crystallography unites scientists worldwide​

Challenge

ICMS Australasia and Creative Hire joined forces to present the 26th International Union of Crystallography Congress and General Assembly (IUCr). Dedicated to enhancing global collaboration and advancing research in crystallography, experts gathered at the Melbourne Convention and Exhibition Centre (MCEC) for the triennial event, making its success paramount.

The dynamic nature of the congress required the Creative Hire team to swiftly adapt and reposition the stage set many times, demanding exceptional agility and flexibility. Additionally, coordination with international exhibitors, each with distinct needs and expectations, added an extra layer of complexity. Effectively navigating these challenges was crucial to guarantee a seamless event experience.

Client
ICMS for ICUr
Service
Organisers / Exhibitors
Venue
MCEC – Bay 21 – 22
Date
August 2023
Size
16 booths, 280 poster boards, feature areas

Solution

To meet the intricate demands of the congress, Creative Hire orchestrated a multifaceted solution that elevated various event features, providing a seamless and engaging experience. The team transformed the registration area into a 7m x 3.5m focal point, enhancing it with contour-cut wall flats and striking graphic elements for an engaging entry experience. Additionally, the 12x6m IUCr Networking Area served as a versatile hub for connection, fitted with bar furniture, shelving, screens and greenery. This thoughtfully designed central space served both as a meeting area and functional storage when needed.

Foam-carved lettering and contour-cut signage was the focal point of the stage set design. The team’s agility was evident as they efficiently moved the set multiple times, adapting to changes in the event’s layout and plenary sessions. Creative Hire’s expertise not only enhanced the visual appeal of the set but demonstrated the team’s capability to adjust to evolving event dynamics.

Creative Hire managed the layout by installing 16 Eclipse 3×3 shell scheme booths and offering 10 tabletop displays, ensuring a cohesive exhibition space. The team also upgraded stands for three major exhibitors: Bruker, Rigaku, and Thermo Fisher, enhancing them with display items, counters, storage solutions, signage and custom plinths. Rigaku also received a unique 3.5m signage tower, surpassing the standard 2.5m height. Additionally, the installation of 280 Eclipse-framed poster boards across two levels provided an ideal platform for showcasing research. Effective communication played a crucial role in coordinating with numerous international exhibitors, greatly contributing to the event’s overall success.

Result

ICMS was thoroughly impressed with Creative Hire’s pivotal role in the success of the 2023 IUCr Congress and General Assembly. Skillful transformations, logistical expertise and effective communication elevated the event for exhibitors and attendees alike, culminating in an exceptional eight-day conference and five-day exhibition that surpassed expectations.

Inspired by ICMS Australasia’s experience? 

You bring the brief, we’ll blitz it.

Inspired by ICMS Australasia’s experience? 

You bring
the brief,
we’ll blitz it.

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