Interview with Béatrice Cuif-Mathieu, Vice-President of Unimev

What are the major market trends?

Béatrice Cuif-Mathieu - With changing consumer behaviour, the market has had to adapt. Formats are becoming shorter and shorter, and participants expect a maximum amount of information as well as an experiential requirement. Quality is taking over from quantity. After ROI, return on investment, we've moved on to ROE, Return on Emotion. This calls for more technological, artistic and aesthetic innovation. We need to stimulate all five senses. To develop these new tools, we are working with start-ups and organisations like the French Event Booster. Created at the initiative of Viparis, in partnership with LÉVÉNEMENT, Weyou and Novelty, French Event Booster is the innovation platform that will enable unexpected experiences to be integrated into events.

How do you see convention centres in 2050?

B. C-M - In my opinion, the digital component will continue to grow. This doesn't mean that physical meetings are going to stop, but there will be more digital to provide delegates with an increasingly emotional and participative experience. We're already talking about ROE today, I can't imagine what it will be like in 30 years' time!

And what would that consist of?

B. C-M - There are many technologies that can be used to transform convention centres: virtual realityIn the future, participants will certainly be more active, but on an individual basis, with, for example, the possibility, at medical congresses, for each person to use a virtual reality headset to attend/participate in a unique operation. This will be followed by discussions with colleagues about their personal experiences.

Are you saying that new technologies are taking over from human intervention?

B. C-M - They could be used in the run-up to the event, to project the layout of an exhibition, the rooms, etc. In 3D or augmented reality. Use of artificial intelligence and robots for logistics: setting up the event according to plans transmitted to the machine. The space saved by the use of tools such as e-posters makes it possible to imagine a new use for certain spaces, which could become an alternative to museums and cultural venues, creating an event within the event for delegates. Finally, I believe that digital technology will enable us to reach more people who may not be able to travel, but who want to take part in the event. Unlike today, they will be able to interact and enjoy an experience identical to that of those physically present, thanks to technologies that will enable them to be 'transposed' to the convention centres.