Next Generation Experience Marketing


Contemporary live formats will be just as much in demand in future as digital formats that extend their timeframe and content. The clear trends emerging in the changing marketing requirements of large numbers of companies include a strengthening of their regional presence and D2C (Direct to Consumer) activities, the exploitation of all available physical and digital channels and the provision of digital marketplaces.

Our future lies in creative combinations of physical and digital formats and holistic experiential marketing solutions.

Our future lies in creative combinations of live events and digital formats, offering target groups unique physical experiences and providing content and services online throughout the year. And it also lies in holistic solutions that enable customers to make the most of the opportunities created in this way – comprehensive experience marketing solutions that extend from the strategy through to implementation, in either physical or digital form and on a regional or global basis.

With the support of the Business Development & Innovation team, the development of future-oriented formats and experience marketing solutions is being intensively driven forward in all business areas. A few examples:

Swissbau Compact

Community networking platform for experts – with Swissbau Focus and Swissbau Innovation Lab as well as a large-scale marketplace with standardized exhibition areas, information desks and bistro.

Swiss Pavilion at Expo Dubai

As general contractor, Expomobilia was responsible for the implementation of the architectural concept of the Swiss Pavilion – and of three other country pavilions – at Expo Dubai.

“Dream Ahead” – IPO Launch of Lucid Motors

MC2 realized an electrifying campaign under the name “Dream Ahead” for Lucid Motors in New York City in July 2021 for the official launch of “$LCID” on Nasdaq and the presentation of the Lucid Air model on the electric vehicle market.

“Art Basel Live”

Launched in 2020, “Online Viewing Rooms” (OVR) were embedded in 2021 in the newly introduced digital initiative “Art Basel Live,” which also included virtual tours and special social media content – including exclusive behind-the-scenes footage.

Digital Festival and HackZurich

HackZurich, part of the Digital Festival, was conceived as the world’s first hybrid hackathon in 2021. In addition to 420 participants on-site, more than 600 participants from over 90 nations also participated virtually.

“The Icons of Porsche”

MCH Global designed and implemented the first “Icons of Porsche” lifestyle festival in the Dubai Design District in November 2021.

Ilmac Community

The new digital platform ILMAC Community was launched on the occasion of ILMAC 2021. On this platform, leading suppliers publish their innovations, expertise, events and much more 365 days a year.

“Lindt Home of Chocolate”

The Expomobilia team was responsible for the realization of the exhibition and interior design of the new chocolate museum “Lindt Home of Chocolate” in Kilchberg (CH).

“The Lucid Air” Livestream

MC2 realized the virtual live presentation of the new product of Lucid Motors – a combination of a recorded video presentation with a live conference with all relevant target groups.

Swissbau Innovation Lab

The Swissbau Innovation Lab is the initiative of the leading companies in the digital transformation of the construction and real estate industry in Switzerland. With a digital community platform and live events, the concentrated power of the industry is shown.