We've just finished hosting the UK premiere of Beyond Monet: The Immersive Experience, alongside the return of Beyond Van Gogh. The month-long run was extended by two weeks due to unprecedented demand – a testament to both the quality of the experiences and our ability to accommodate evolving requirements.
Our flexible facilities and blank canvas exhibition halls allow for the complete transformation of space required by immersive installations, while our strategic waterfront location in the heart of the city provides an inspiring backdrop that enhances the overall visitor experience. Our venue's adaptability has proven crucial for Beyond Monet, which requires sophisticated technical infrastructure to accommodate the projection systems, audio equipment, and interactive elements needed to create an event of this nature. Visitors must be able to move freely through the space while being surrounded by swirling impressionist masterpieces, accompanied by carefully orchestrated soundscapes that enhance the impact of Monet and Van Gogh's art. In recent years, the events landscape has seen a growing appetite from audiences who expect more than just passive consumption. With growing demand for experiences that are sensory, participatory and emotionally resonant, we can offer true adaptability — both physically and operationally.
Colm Graham, our Head of Partnerships, Hospitality & Exhibition Sales, is best placed to explain our approach: " The nature of immersive exhibitions demands space that can be completely reimagined. Our job is to make that transformation seamless — whether that’s through technical support, infrastructure, or operational planning. Our flexibility means we can accommodate creative visions while also ensuring that visitor safety, flow and experience are never compromised. "
Our delivery model is highly collaborative and our experienced in-house teams have worked closely with production companies Annerin Productions and Paquin Entertainment Group during the planning phase to ensure all requirements are understood and accommodated. From initial site surveys through to daily support from production, event management, marketing and operational team members throughout the run of the exhibition.
This partnership approach extends across the entire event journey, including marketing and ticketing. Our ticketing arm, Ticket Quarter has also played a vital role in ensuring seamless visitor experiences. With demand reaching levels that required extending the 2025 run by two weeks, efficient ticketing systems became essential to managing the high volume of visitors while maintaining the quality of experience that has made these exhibitions so successful.
Our commitment to innovation extends to our approach to visitor services. Understanding that immersive exhibitions attract different audience demographics compared to traditional trade shows, we've adapted our hospitality offerings, accessibility provisions, and visitor flow management to optimize the experience for everyone passing through its doors.
Our relationship with the event organisers became a true partnership. This is evident in the decision to premiere Beyond Monet in Liverpool. Anna Parry, UK Business Development at Annerin Productions notes, "Liverpool welcomed us with open arms last year and the city showed us so much love that we knew when we were looking at introducing Beyond Monet to UK audiences it really had to be here. There’s a real appetite for this kind of cultural content here, and a city infrastructure that supports it."
The success of these events in Liverpool reflects our city's strong cultural identity and appetite for innovative events. The 60,000 visitors during the 2024 run represented not just local interest but drew audiences from across the UK, positioning the city as a destination for cutting-edge cultural experiences. Liverpool's excellent transport links, including access to the nearby Liverpool John Lennon Airport and the national rail network make it accessible to national and international audiences, while its reputation as a thriving, forward-thinking city attracts visitors seeking unique experiences.
It's clear to see from the sheer number of visitors who experienced the event that there's an engaged audience in the North-West for these types of exhibitions. Showcasing events such as this is part of our continued contribution to the region’s thriving cultural scene and we're excited to see how this year's events perform and build on the incredible success we experienced in 2024.
The immersive experience sector continues to evolve, with audiences increasingly seeking cultural experiences that they can engage with and build emotional connections. We want to be at the forefront of this, demonstrating how venues can adapt and thrive in an era of experiential entertainment.
Want to find out more about hosting an event at Exhibition Centre Liverpool? Drop our team an email sales@accliverpool.com 📧 or find out more Organising an Exhibitionhere.