Customer demand
For many years, Midwich has been organizing its annual partner and customer day for partners, suppliers, and customers in the audiovisual sector. With TECH BLX, the time had come to take the next step.
Whereas the event had previously been held at the company’s own office, the ambition arose to grow it into a full-fledged industry event at an external location—a setting where employees, suppliers, and customers could meet, experience new products, and create new business opportunities.
Midwich asked us to guide this development and redesign the event to reflect the organization’s growth and ambitions.
The Event: Content
TECH BLX brought together leading brands from the audiovisual industry with Midwich’s customers and partners. Major names such as LG, Samsung, and Shure were given a platform to showcase their latest innovations and give visitors a firsthand look at their products and solutions.
Spread throughout the venue—the Maasgebouw in Rotterdam—an extensive exhibition floor took shape, featuring dozens of exhibitors. The program was complemented by inspiring presentations and themed entertainment, such as a robot dog and a “panna king.” All of this, of course, was accompanied by delicious catering and excellent hospitality.
TECH BLX has thus evolved from a traditional customer day at the office into a gathering place for the entire industry.
The challenge
The biggest challenge was that this was the first edition held at an off-site location. For Midwich, the exhibitors, and the visitors, this meant a completely new setup.
Many decisions that seemed logical beforehand had to be tested and refined in practice. This required flexibility from everyone involved to embark on the experiment together.
It was precisely because all parties involved were open to adjustments that there was room to further improve the concept and make it stronger as the process unfolded.
Added value
For this edition, we handled the entire external organization. From the venue, catering, and technical support to entertainment, booth construction, and logistics coordination.
In addition, we served as the central point of contact for all exhibitors and suppliers, ensuring that communication remained clear and the event ran efficiently.
By taking on this responsibility, the Midwich team was able to focus entirely on their own objectives: connecting their clients with their partners and achieving the desired visitor numbers.
The collaboration
The collaboration built on the previous year’s edition of TECH BLX. As a result, we already knew each other well, and there was a strong sense of team spirit. This allowed us to work toward our shared goals for this year’s edition.
We began preparations immediately after the previous edition. We started by selecting suitable venues, involving suppliers in the process and incorporating exhibitors’ preferences into the further development of the concept.
Throughout the process, we continuously coordinated and made adjustments where necessary. This open collaboration ensured that new insights could be immediately translated into improvements for the event.
The result
TECH BLX proved that the move to a professional networking trade show was the right choice. The event offered more opportunities for valuable meetings and one-on-one product demonstrations. All of this led to commercially successful discussions between suppliers, Midwich, and its customers.
Feedback from visitors and exhibitors was positive and confirmed that the revamped format created added value for all parties involved. This not only resulted in a successful edition but also laid a solid foundation for further growth.
With the next edition already scheduled, TECH BLX has evolved from a customer day into a future-proof industry platform.
Let’s get the party started!
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