Europe's licensing expo – Brand Licensing Europe (BLE) – will be relocated to ExCel London from 2019 as part of UBM's plans to evolve the show.
LIMA is in full support of the move, which hopes to see better transport access, a transformed customer experience and growth of attendees.
“Moving BLE to east London makes perfect business sense on all sides. Over one third of our visitors fly in from continental Europe and we have big plans to grow this – let’s not forget, the show is called Brand Licensing Europe – and the Elizabeth Line (which opens on 09 December and will run every 2.5 minutes) is a total game changer, offering a direct link from ExCeL to Heathrow Airport in just 40 minutes. City Airport is also close by and there are three DLR stations onsite,” Anna Knight, BLE brand director said in a statement.
The new space will allow attendees to travel between 2,700 rooms on foot, while an additional 40,000 exhibitor rooms are accessible via the Elizabeth line.
UBM believes that ExCel space will support future growth of the event – in both volume and variety – by allowing new floor-plans to be made with improved navigation to make it fairer for exhibitors of any size.
UBM will also look to evolve the live experiences for attendees with more experiential installations, interactive content and new branding and sponsorship opportunities for exhibitors.
“In addition to 100,000 square metre. of pillar-free exhibition space, we’ll have access to over 40 purpose-built meeting rooms, the 600-person Platinum Suite, which will revolutionise the theatrical teasers and screenings, and the ICC – London’s largest conference centre – which means that all of our exhibitors will be able to host their entire BLE showcase in one venue on a single level,” Knight said.
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