MMC designs the record-breaking world fair dmexco 2015

In its 7th year, the Equipment Department of MMC Studios was once again the supervising booth builder for the dmexco - Digital Marketing Exposition & Conference, which took place in Cologne on September 16 and 17, 2015 and once again broke all records.

As in previous years, the MMC Equipment with its areas Set design and Set construction / stage construction as General Contractor for Koelnmesse the design, planning and implementation of the public exhibition areas of the dmexco. This year, 5,300 sqm area of the international trade fair and congress for digital advertising and marketing were built by MMC Ausstattung.

Thomas Henshen, Head of Equipment at MMC Studios: "MMC Ausstattung has been looking after dmexco since its premiere. The trade fair and conference had a very good start in 2009 and has been growing unabated ever since. We have repeatedly renewed the design and planning of the Expo & Conference together with Koelmesse in order to accompany and consistently promote this gratifying growth course at the highest international level. Above all, however, it is a matter of constantly setting new impulses in terms of quality. The huge success of this global performance show is therefore also a nice confirmation for MMC."

For 2015, the dmexco together with the equipment department of MMC Studios had several new highlights planned to once again provide exhibitors and visitors from all over the world with an optimal dmexco experience.

Thus, in the course of the rapid growth that has continued for seven years, this year for the first time a fourth hall opened, in which In addition to new exhibitors and the Congress Hall among others also the new broadcasting area including a TV studio as well as the new Girls' Lounge were to be found.

In Hall 6 the dmexco visitors met the last year's successfully introduced Start-up Villagewhere young companies present their new business models to an audience of top-class and globally active investors. In addition, exhibitors such as arvato, DHL, OnPage, Otto Group, SAP, and many more could be found here. In addition, Hall 6 hosted the dmexco Seminars with a new division as well as a significantly enlarged food court.

In Hall 7 gathered among others many Top exhibitors from the USA. Also in this hall was the dmexco Agency Lounge with all major global agency networks.

Hall 7 was also dominated by the booths of major agencies with their labs on the Internet of Things. The country pavilions, which were all doubled in size, also generated interest. In Hall 8 In addition to IBM and Oracle, all leading German marketers were present, including the TV/online marketers IP Deutschland (RTL), SevenOne Media (ProSiebenSat1) and Sky.

In the new, fourth dmexco hall (Hall 9) were found next to the Congress Hall two dmexco innovations at the same time. In the new Broadcasting Area with the associated TV Studio companies and media houses were given ideal conditions to report on dmexco 2015 in moving images. The new Girls' Lounge for the first time offered all female industry leaders a central and exclusive meeting place for in-depth discussions and valuable networking in a relaxed atmosphere.

The dmexco 2015 also offered the largest conference centerthat the dmexco has ever seen.

Congress Hall, Debate Hall, Seminars, Speaker's Corner, Work Labs and Start-up Village - on these six stages of the dmexco Conference, more than 500 top speakers discussed the current opportunities and challenges of advancing digitization. International thought leaders and visionaries from the entire world of marketing, media and advertising brought together all the topics of the digiconomy in one place in more than 200 hours of programming.

Rainer Becher explains the background of the design at dmexco 2015: "The trade show design of dmexco has to meet the highest international standards and preferably even exceed them, because the visitors of Expo & Conference are globally active and extremely media-savvy. Therefore, the goal of dmexco was to raise the event to a higher 'show level' and to offer the visitors great productions and stages. The great dynamics and the enormous potentials of the global digital economy were to be experienced at the dmexco. At MMC Studios, we have more than 20 years of experience in staging big shows. We have used this know-how to successfully further enhance the event-show character of the dmexco and to offer the audience from all over the world a special trade fair and conference experience."

When the balance was drawn after the second day of the trade fair, it was clear that this year's dmexco concept had been a complete success and that outstanding results had been achieved.

With 881 exhibitors on 75,000 square meters of expo space in four halls, dmexco 2015 once again broke all records (previous year: 807 exhibitors on 66,000 square meters). The six formats of the dmexco Conference were attended by more than 17,000 guests. Whereas those responsible for the dmexco had expected around 32,000 trade visitors before the trade fair, the actual figure of 43,000 trade visitors shows the importance and extraordinary success of the dmexco 2015.

For more information on dmexco 2015, please visit

The dmexco 2016 will take place on September 14 and 15 in Cologne.


To the MMC Equipment team at dmexco 2015:

MMC Ausstattung is managed by Thomas Henshen. The implementation of the buildings at the dmexco 2015 was supervised by Detlef Maeser, project manager of MMC Ausstattung. Concept and design of the public fair areas of the dmexco were created by Rainer Becher, set designer of MMC.

Photo: The Congress Hall in the new, fourth hall of dmexco. © MMC Studios / Detlef Maeser