The challenge
Gurobi Optimization develops mathematical optimisation software used by data and engineering teams worldwide. For Gurobi Live: The Decision Intelligence Summit it chose Barcelona and an unusual venue for a tech conference: IMO Grupo Miranza, in the upper part of the city, with an auditorium, meeting rooms and landscaped terraces.
The audience was international and technical. They came to hear use cases, product news and expert panels. The challenge was twofold: the content programme had to run precisely for two days, and the Barcelona experience had to offer more than sessions, without taking time away from the agenda.
What we did
- Plenary in the auditorium. We coordinated production of the plenary sessions: stage, projection, sound and technical control for speakers following one another without long gaps.
- Breakout sessions and panels. We prepared smaller rooms for panels and technical sessions, each with its own signage and room support.
- Breaks and catering. Coffee breaks and lunches were served in the building's open spaces and on the terrace, planned as networking time between attendees and the Gurobi team.
- Barcelona beyond the room. We rounded off the programme with music and moments to show the city to international attendees, so the trip also left a memory of the destination.
- Accreditation and attendee flow. Registration, badges and wayfinding inside a venue that is not a conventional convention centre.
The result
Gurobi held two days of conference in Barcelona with a complete format: plenaries, panels, quality catering and a venue with natural light and outdoor spaces that encouraged conversation. International attendees took home the technical content they came for and a city experience built into the agenda.
This case shows that a tech conference does not need a large exhibition centre to work. With the right venue and well-judged production, a corporate or institutional auditorium can host a high-level congress. We explain more on our congress organisation page and, if your format is smaller, on meetings and seminars. To add city experiences to your programme, see our DMC in Barcelona service.
Looking for a venue and production for an international conference in Barcelona? Get in touch and we will suggest venues and formats.
