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How Exhibition Centre Liverpool is raising the bar for immersive events
he overwhelming success
T of Beyond Van Gogh: The Immersive Experience at Exhibition Centre Liverpool in 2024 – which attracted over 60,000 visitors during its month-long run – has set the stage for an even more ambitious cultural milestone. This summer, the venue – part of the wider Liverpool event campus on the city’ s iconic waterfront – is hosting the UK premiere of Beyond Monet: The Immersive Experience, alongside the return of Beyond Van Gogh. The month-long run has already been extended by two weeks due to unprecedented demand – a testament to both the quality of the experiences and the venue ' s ability to accommodate evolving requirements.
Exhibition Centre Liverpool’ s flexible facilities and blank canvas exhibition halls allow for the complete transformation of space required by immersive installations, while its strategic waterfront location in the heart of the city provides an inspiring backdrop that enhances the overall visitor experience.
The venue’ s adaptability has proven crucial for Beyond Monet, which requires sophisticated technical infrastructure to accommodate the projection systems, audio equipment, and interactive elements needed to create an event of this nature. Visitors must be able to move freely through the space while being surrounded by
swirling impressionist masterpieces, accompanied by carefully orchestrated soundscapes that enhance the impact of Monet and Van Gogh’ s art. In recent years, the events landscape has seen a growing appetite from audiences who expect more than just passive consumption. With growing demand for experiences that are sensory, participatory and emotionally resonant, Exhibition Centre Liverpool offers true adaptability— both physically and operationally.
Colm Graham, head of partnerships, hospitality and exhibition sales at the venue, explains their approach:“ The nature of immersive exhibitions demands space that can be completely reimagined. Our job is to make that transformation seamless – whether that’ s through technical support, infrastructure, or operational planning. Our flexibility means we can accommodate creative visions while also ensuring that visitor safety, flow and experience are never compromised.”
Exhibition Centre Liverpool’ s delivery model is highly collaborative. The venue’ s experienced in-house teams have worked closely with production companies Annerin Productions and Paquin Entertainment Group during the planning phase to ensure all requirements are understood and accommodated – from initial site surveys through to daily support from production, event management, marketing and operational team members throughout the run of the exhibition.
Colm Graham added:“ Our production and operations teams were fully embedded in the planning, we provide more than space; we bring experience, resourcefulness, and a shared commitment to delivering quality.”
This partnership approach extends across the entire event journey, including marketing and ticketing. The venue’ s in-house ticketing arm, Ticket Quarter, has also played a vital
22 Issue 4 2025 www. exhibitionworld. co. uk