Singapore -- (SBWIRE) -- 02/11/2011 -- Singex, a MICE veteran with over thirty years of industry expertise, has announced the development of new meeting facilities for Singapore?s largest purpose-built meetings, incentive, conferences and exhibitions (MICE) venue. MAX Atria @ Singapore EXPO will feature 23 new meeting rooms and spacious pre-function areas, adding some 8,000 square metres of space to EXPO?s inventory.

Redefining conventions

Specially designed to bring nature “inside” and meetings “outside”, MAX Atria will incorporate lush, green elements that will harness the enlivening power of nature to inspire minds and stimulate business discussions and networking. The new wing will also be built in line with Singapore?s Building & Construction Authority Green Mark1 Platinum standard, a benchmarking scheme which incorporates internationally recognised best practices in environmental design and building performance.

Aloysius Arlando, Chief Executive Officer of Singex, says, “Singex is refreshing the way the regional MICE venue business has been operating by introducing a novel meeting concept complemented by a dedicated team that takes pride in delivering quality experiences. MAX Atria will present a conducive and natural environment that invigorates minds and sparks new ideas. Business event organisers can look forward to an oasis-like experience designed
to make meetings meaningful and rewarding for all participants, without the distractions associated with the bright lights and bustling sounds of the city.”

At the same time, Singex has embarked on a total event solutions offering whereby event organisers can take advantage of our suite of services – Market Intelligence, Conference and Exhibition Project Management, Venue and Ancillary Services, Market Representation – to make their events impactful. We are confident that MAX Atria, together with our professional services, will ensure that EXPO continues to be well-equipped to meet the needs of the MICE industry and remain a choice venue for global business event organisers.”

Responding to industry changes
Targeted for completion by early 2012, MAX Atria will give Singex an edge in bidding for multi-dimensional business events and tradeshows which require adjoining areas for complementary activities. Complete with new restrooms, lifts and escalators, MAX Atria will be fitted with modern audio-visual, lighting and technical capabilities, enhancing the venue?s functionality and versatility in hosting a multitude of events that is only limited by imagination. Besides conferences and corporate meetings and their companion breakout sessions, MAX Atria will also be well-suited for plenary sessions, product launches, award ceremonies as well as banquets and receptions.

Offers Mr Arlando, “Organisers are changing the way they plan business events so that the conferences or tradeshows they deliver remain relevant to delegates and exhibitors and achieve maximum return-on-investment. For example, the „confex? model (i.e. holding one or several conferences within an exhibition itself) is becoming commonplace, while global conferences are rightsizing into cosier, decentralised zonal events to effectively reach out to a diverse marketplace.”

International Furniture Fair Singapore Pte Ltd, who has anchored its flagship International Furniture Fair Singapore/ASEAN Furniture Show (IFFS/AFS) at EXPO for the past eleven editions, is looking forward to the new facilities. Mr Andrew Ng, Chairman of IFFS Pte Ltd, says, “The versatility of EXPO and the great event support by the Singex team have enabled IFFS/AFS to grow from strength to strength over the years. MAX Atria will certainly add a refreshing dimension to EXPO and we are eagerly anticipating its completion.”

Changi General Hospital, who held its 4th Asia Pacific Otology & Neurotology and 1st Singapore Otology & Skull Base Update conferences at EXPO last October, is also excited by the new development. Dr Yuen Heng Wai, Consultant, Department of Otolaryngology, says, “Thanks to the multi-functional and flexible spaces offered at EXPO, our medical meetings were a resounding success. We are excited by the introduction of the new convention wing and feel certain that with the longstanding commitment displayed by Singex's event professionals, EXPO will remain a leading MICE venue in Asia.”

Precinct rejuvenation
The building of MAX Atria is one of many upcoming exciting developments in the Changi Business Park precinct that will transform the area into an active urban ecosystem over the next two years, incorporating business hotels, serviced residences, as well as garden, office, lifestyle and retail spaces. Singapore University of Technology and Design will also be a mere stone?s throw away from EXPO by 2015 while the EXPO Mass Rapid Transit station will become an interchange for the Downtown Line in 2016/2017. These developments are already generating a perceptible increase in both local and expatriate resident and working populations and will build EXPO and its surrounding areas into an even more vibrant business, event and lifestyle hub.