Petcare Conference, Milan

Petcare Conference, Milan

This manufacture of confectionary, food, petcare and drinks products has associates worldwide and so Milan, one of Europe’s most fashionable cities, was chosen to host their European annual conference.

The event brought together 120 senior leaders from the 34 European countries that the company is active in. Toolshed was contacted to manage the planning, venue, production management, design and visualisation, fabrication and supply of all materials and AV and technical crew for the conference.

To begin with we were presented with a difficult task – finding a hotel in the area that could accommodate the delegates and offer a conference space. After a detailed search and evaluating possible options, it was decided that the Magna Pars provided an ideal conference space that was located just ten minutes away from a suitable hotel.

Formula 1 became the visual metaphor for accelerating the company’s business strategy – and thus the theme of the event. For the length of the three days, delegates took part in sessions that helped to enhance their specific region’s strategies.

The main open space of the conference was segregated into different information zones each day. These were divided with large informative screenings and cut-outs. One area was created as a stage area from which presentations and talks were given to the delegates.

The conference’s large space was accompanied by a number of useful breakout rooms. These were used to create, alongside Linney Design, five interactive space experiences that promoted the key strategies within the company.

We have worked with Linney Design on a selection of projects and have always worked well as part of their team to get great results for clients.

The delegates expressed their enjoyment at the conference and were happy with the information provided. The company was particularly pleased with the reinforced messages provided in the interactive rooms.