Festivals in Sokolniki
Source: Business and Exhibitions magazine № 6 (60) 2012
Sokolniki Museum and Educational Centre is always looking for new development options. In 2012 it has already carried out a number of international projects distinguished by their relevance and original concept.
EXTREMEX, an international festival of affordable and elite extreme sports, leisure and tourism, took place for the first time this May. It became the most mass media covered project of the year among all the events in Sokolniki. A lot of thematic events were part of the project, among them: European Youth Rock-Climbing Championship, an interactive entertainment program, photo galleries, a hip-hop show, an ice-cream festival and, of course, a large-scale exhibition with a business program.
The events took place in the exhibition pavilions and outdoors. As a result, the exhibition in the pavilions with an entry fee was attended by 4,200 people, and the outdoor area in the parterre part of Sokolniki Park was visited by a record number of guests – more than 350 thousand.
What is the reason behind the success of the new project and why did the festival attract the attention of numerous extreme lovers and professional athletes? It is no secret that this kind of events has existed in Russia for a while now, and there has been a great deal of similar festivals. The key difference was that the organizers of this project (Moskau Messe exhibition company) came up with a brand new concept for Sokolniki Museum and Educational Centre.
Our country has a number of well promoted exhibitions focused on active sports, including "Ski Salon", "Bike Park", "Moto Park", "Golden Dolphin" and many others. The same can be said of certain shows where the major producers of energy drinks call the shots. But all the other exhibition centers failed to come up with the idea of a high-quality "exhibition plus entertainment" concept. Until 2012 an extreme show of this scale, organized by the sponsors of EXTREMEX Festival, together with the exhibition, simply did not exist in Moscow. Within the framework of the festival the exhibitors occupied Pavilion 4, the area of which is 3,752 square meters. Entertainment zone and photo galleries took up the area of 4,752 square meters of the adjacent Pavilion 4.1. More than 50 international brands took part in the exhibition – from European clothing companies to American towing launches. In addition, test drives and concerts took place at the Festival Square, in front of Pavilion 2. Among the entertainers were the representatives of 9 countries: Russia, Ukraine, Kazakhstan, Serbia, Romania, Norway, Belgium, UK and Guinea Bissau. The highlight of EXTREMEX was a freestyle motocross show. For the first time in Russia the riders performed different stunts and somersaults indoors, with the ceiling height of 12.5 meters, which made the performances even more exciting. The next festival will take place from June 11th-12th, 2013, under the slogan "EXTREMEX. Independence".
EXTREMEX
Another project within the new concept was Bath Festival which ended in September. It also generated a lot of interest. The Festival took place outdoors, and the exhibition occupied the mobile pavilions, made in Germany and erected by Sokolniki ECC professionals. The guests of the Festival were able to visit the unique events, such as speed construction of Russian bathhouse stove, Mobile Bathhouse introduction, Russian Stove-Setters' Guild Conference, bath massage master-classes, “Sweating to Music” show, and many others. The guests were really fascinated by the fairytale exhibits: wood samovar “Russian Steam”, Zmey Gorynych cauldron, giant frying pans called “Big Soul” and “Happy Hunting Ground”. Russian pop stars took part in the concert. It should be noted that all the visitors could enjoy truly delicious meals cooked right in front of them. The Russian Agrarian Fair which took place a week later had the same concept. It united the farmers from 11 Russian regions and from the United States.
Bath Festival
It is obvious that this festival concept proved its worth, especially when it comes to attracting a large number of visitors. The new generation wants to get the most out of the events, and people nowadays are very choosy. That is why the combination of an exhibition and a colorful interactive entertainment program is a formula for success. And the well-developed infrastructure of Sokolniki ECC and Park provides all the opportunities for the events of this format. At the same time, major international festivals enhance the prestige and popularity of Sokolniki ECC.
Source: Business and Exhibitions magazine № 6 (60) 2012