The hybridization between innovation and tradition as a strategic tool for the meetings and event industry.
At the end of May, Exploramas organized an event in Barcelona for the technology company Ricoh. The challenge lay in discovering the city’s culture, gastronomy and most traditional monuments in a different way.
Under this premise, Exploramas came up with the idea of discovering the city by means of a gymkhana in which, as they deciphered the clues, the participants received further instructions via iPads which were handed out to them at the start of the event. Through technology and their own ingenuity, they found their way to several of Barcelona’s most emblematic monuments, such as the Sagrada Familia, the Boqueria Market and the Cathedral, among others.
It is frequently believed that the new has to replace the old or that innovation can only be based on technology, but this is not necessarily true.
Innovation is the hybridization between two elements that have not been used together before, creating a new product or service that provides the user with value added.
The real challenge facing the meetings and event industry is the hybridization between Spain’s historic values and the new needs, tendencies and tastes of corporate clients.
Exploramas melds tradition with innovation in Barcelona
Exploramas’ commitment to sustainability
The first meeting of the Iberian Chapter of GMIC, of which Exploramas is a member, was held in Malaga on 20 May.
After two years of membership to GMIC International – the world’s leading organization dedicated to sustainability in the meetings and event industry – Exploramas has become one of the founding members of the Iberian Chapter of GMIC.
It is hoped that the Spanish meetings and event industry will give this initiative an enthusiastic welcome and that it will soon become an international benchmark for sustainability.
