Case Study

AIME returns to Melbourne: How we celebrated with the best in the business

When the top event bookers in the Asia Pacific gather once a year to talk shop, the stakes for the occasion are set high. How to inspire the best in the business, while showcasing the next era of eventing to all? After a recent lull in face-to-face networking and interaction within the live event scene, AIME 2022’s welcome party at CENTREPIECE certainly needed to be a night to remember.

The Asia Pacific Incentives and Meetings Event (AIME) is the leading trade event for the Australian event industry. It’s where decision-makers and creative minds come to connect and create, bringing together buyers from all over Australia and overseas to interact with exhibits from the country’s top professionals and suppliers.  

The goal for this year’s AIME Welcome Event, hosted by CENTREPIECE at Melbourne Park, was to “connect, revive and thrive.” Tasked with bringing this aspirational spirit to life, the CENTREPIECE team curated multiple sources of inspiration and vision for attendees to invigorate their future event planning.  

The challenge  

With 300 hosted buyers and over 200 new exhibitors confirmed for the two-day tradeshow, CENTREPIECE had to provide 800 national and international guests a new and unforgettable experience – especially as this was their first in-person event in over two years. As a new venue in Melbourne, we were excited to showcase all the possibilities of our iconic home at Melbourne Park and remind our guests of all the things that makes the world of live events so wonderful.   

The welcome event needed to balance an impressive, cohesive experience with a more functional display of potential and provide ample space for networking. We also needed to create a unique visual identity for the evening to put the spotlight on AIME’s brand and communicate the “connect, revive, thrive” theme in style.   

An iconic approach 

What better way to celebrate the theatre of live events, than to immerse guests in a four-act display? CENTREPIECE’s multi-dimensional spaces were split into sections to cater to show-stopping experiences that grew larger as each Act began.  

To take guests on the journey, a bespoke visual identity comprised logo, colour palette, menus, floor and mirror decals, pylons and digital screens. Light installations and projection were used throughout each Act to immerse guests, while food and beverage activations in each area delighted the senses.  

ACT I: “WELCOME TO AIME ALIVE” – CENTRAL TERRACE    

Guests arrived by boat at Birrarung Marr, before following acrobats and roaming musicians through the precinct’s world-class sporting and entertainment arenas. Canapes gave delegates a taste of Victoria – from steak tartare and freshly-shucked oysters to Moon Dog Beers and acclaimed local wines, complete with a brass band and views of the skyline. 

ACT II: “RECONNECT” – GRAND HALL B

Guests entered the CENTREPIECE Grand Hall through a mysterious draped tunnel, where electric classical music, two aerial performers and a grand pianist on a suspended platform from the ceiling stole the show. Light effects and transitions spotlighted the interactive live food stations and activations.  

ACT III: “REVIVE” – GRAND HALL A

Two large digital screens split to reveal Grand Hall A and the Melbourne Gospel Choir appeared from all around the room to join the performance. After the final song, the stage and shimmer wall rotated to reveal a DJ.  

ACT IV: “THRIVE” – TERRACE  

As the sun set over Melbourne, the Terrace Cocktail lounge opened for roving dessert canapes and signature cocktails, helping guests unwind and connect. This moment of reflection allowed event managers to ‘find their inspiration’.  

Why CENTREPIECE?

Our Victorian-first philosophy allows us to bring the best of the state’s produce and creators to light through a bespoke menu made from local ingredients and suppliers. Victoria’s finest exports were on display, complete with an edible AIME artwork designed by CENTREPIECE’s own Executive Chef Asif Mamun.  

A four-act night also required a range of spaces, of which CENTREPIECE is in no short supply. The infinite potential for fit-out and customisation of the three-storey venue allowed for each act to have its own spirit and identity. AIME worked closely with the CENTREPIECE in-house tech team to bring to life a cohesive and visually impactful story throughout.  

Located right on Melbourne’s doorstep and surrounded by iconic nature, CENTREPIECE provided a convenient and characterful location for AIME delegates to meet. With an air of sparkling sophistication and modern impact, the welcome party really did celebrate all we love about Victoria’s live event scene and the potential to host your next Masterpiece at CENTREPIECE, and beyond.    

Find out how you can make CENTREPIECE your next Masterpiece.