Singapore EXPO & MAX Atria, operated by SingEx Venues, has revealed a refreshed brand as well as new facilities and services that were born out of a commitment towards enabling communities. Unveiled at a launch event today that took place at Singapore EXPO & MAX Atria, this new suite of offerings was created with an aim to provide seamless, multi-sensorial experiences for organisers, exhibitors and visitors alike. This refresh comes on the back of SingEx Venues’ successful tender bid in November 2018 to continue operating Singapore’s largest Meetings, Incentives, Convention and Exhibition (MICE) venue for up to 10 years. Themed “Your Community EXPOrience”, the event was attended by some 1,000 guests from the MICE sector as well as many other industries and communities, with Singapore Senior Minister of State for Trade and Industry and Education, Mr Chee Hong Tat as the Guest-of-Honour.
Attendees were introduced to Singapore EXPO & MAX Atria’s new offerings through a launch video designed to showcase their combined capabilities and what they would look like in action. They include FleX, a modular meeting village, ApeX, a plug-and-play high-tech plenary hall, and Xpert, an in-house event planning service. With the growing trend for hybrid events where event organisers wish to escape the norm and hold meetings and conferences alongside exhibitions, these new facilities and services are designed to allow customers the flexibility and freedom to exercise their creativity in eventplanning regardless of their requirements.
Attendees were also given a virtual walkthrough of Singapore EXPO & MAX Atria’s updated food and beverage (F&B) offerings, which consist of Kinetic Kitchen, the central production kitchen with research and development (R&D) capabilities which impressed with its capability to cater food for over a thousand guests concurrently; K2, a private dining room where VVIPs and special guests can partake in bespoke meals; and one77°, a bistro café showcasing fusion Singaporean cuisine. All three concepts are tied together by a cooking philosophy which sees the convergence of culinary arts and technology, ensuring continuity of operations and a consistent quality.
In view of the upcoming Lunar New Year, attendees at the launch festival were also treated to a sustainable ‘lo-hei’, made entirely from ingredients sourced from local farms and suppliers. This segment is in line with Singapore EXPO & MAX Atria’s stepped approach to participating in the global sustainability movement and its ‘farm-to-table’ initiative. Following the ‘lo-hei’, attendees were treated to an impressive spread of elevated Asian fare, demonstrating the capabilities of the venue’s culinary team helmed by Chief Culinary Officer Chef Richmond, while showcasing the award-winning caterers and suppliers that they have partnered up with.
Attendees also got the opportunity to experience modular breakout room solution FleX first-hand. Made up of smart, sustainable and acoustically treated ‘building block’ spaces that can adopt different themes and be configured with different layouts to suit customers’ requirements, FleX has the ability to suit meeting spaces of all sizes. Also on display was ApeX, a high-tech plenary hall with customisable audio-visual and digital elements, telescopic seating and a grand stage that comes with an impressive screen for impactful presentations.
Aloysius Arlando, Chief Executive Officer, SingEx Holdings Private Limited, said:
“Your Community EXPOrience is the brand philosophy that we have set in place for the new Singapore EXPO & MAX Atria. This is a brand philosophy built on our conviction that we are community enablers. The launch of these new offerings at the venue will be pivotal in our journey to facilitating, fostering, nurturing and growing the communities that we serve, as well as strengthen our position at the intersection of industries to bring about convergence and value creation, leading to new discoveries. This philosophy is also applied to how we develop talent not just within the SingEx organisation, but also the wider MICE community. People are at the heart of our business; and our commitment towards grooming future talent is something that we take seriously.
“We believe that Singapore EXPO & MAX Atria has the potential to be a nexus of innovation for Singapore’s Eastern precinct. With its location being in close proximity to other innovation hubs such as Changi General Hospital for healthcare, Changi Airport for aerospace and aviation, the Singapore University of Technology and Design and ITE College East for education, and fintech in Changi Business Park, Singapore EXPO & MAX Atria can play an active role in drawing out enterprises and entrepreneurs, helping them to realise their commercial potential by providing an environment of experimentation and cross-industry collaboration using the event platform. We are very excited to present our refreshed branding and new offerings as we believe that they are essential in helping us create events with maximum return on engagement and experience for our customers and event participants. On top of bringing Singapore EXPO & MAX Atria to new heights, this refreshed version of the venue is going to profile Singapore as a truly leading, progressive MICE destination.”
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