B2B Event


By: Mixer Group



For the opening of the international trade show MIDO, Mixer Group was chosen to organize an event to present the Italian companies to the international buyers. The team chose two different locations: Milan’s Science and Technology Museum where the press conference and buffet lunch took place and the Fabbrica Borroni, where over 80 companied had the pleasure of presenting their products to the foreign delegations.

Operational Processes

Strategic Briefing

The team held a strategic briefing thanks to which they could make an in-depth analysis of the goals and choose the right professionals to involve. The team proceeded to define the correct steps to follow always keeping in mind the different activities. The delineated operational line involved the whole of Mixer Group.


In order to set the right mood the team choose the perfect materials for the set up, so that it could clearly represent the fair’s identity and create a coherent evocative path.

Location Scouting

The attentive location scouting took into account every important detail, so that the event could unfold elegantly and that it could easily be enjoyed in its entirety.

Testimonial Scouting

Mixer Group also had the honor of make contact with the chosen testimonials for the event and finalize the collaboration details.


One of the main tasks was the guests’ management, which consisted in the organization of the transport of 400 people.

Technical & Scenographic Set-up

The two locations have been the scene of an amazingly balanced and modern technical and scenographic set-up.

Hostess & Catering Service

Mixer Mice thanks to a high-level catering service organized dinners and the entertainment, but also selected and managed the hostess present to the event.


To complete the 360° service offered by Mixer Group, we have to add the direction of the whole event: from the live shooting, to the creation of an emotional video up to the set-up of a photographic set.

Technologies and competences

Mixer Group curated the concept, the screenplay, the video-clip selection and the technical set-up of the rooms. The team was responsible for the in-loco technical assistance (lights, audio, video), the design and realization of ad-hoc communicational material (graphics, gadgets, booklets, badges and paper and electronic invitations). Moreover, to help the client with whatever they might need they provided them with a professional team of: strategic counselors, technical staff, a guests’ management team and a location and testimonial scouting team. Lastly, to complete the whole package they offered the best catering and hostess service on the market and logistics management for the transportation of guests.

The final result

MIDO, thanks to the collaboration with Mixer Group managed to reach its goals and organized a B2B event that saw the participation of 500 people. The event was a true and proper hit and allowed MIDO to consolidate its vision in the hearts and minds of its collaborators, registering right from the kick-start a more than positive turnout.

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