Gold Trophy Winner at Expo Osaka 2025

We’re proud to announce that the Benin Pavilion, designed by Multilem, has been awarded the Gold Trophy in “Exhibition and Design” by the Bureau International des Expositions (BIE) and the Japanese Organizing Committee at Expo Osaka 2025 — recognizing six months of excellence, innovation, and shared emotion.

A Journey of Culture and Opportunities

Under the concept “Benin Horizons: A Journey of Culture and Opportunities,” the pavilion celebrates the nation’s rich identity — a country where tradition meets modernity, and culture inspires innovation.

Visitors are immersed in Benin’s vibrant soul, from the legacy of the Kingdom of Danxomè and the spiritual roots of Vodun, to the bold vision of Sèmè City, an emerging hub for innovation and knowledge.

A Collective Achievement

This distinction is a tribute to a collaborative effort led by Bénin Tourisme, supported by the Ministry of Tourism, Culture and Arts, the Ministry of Economy and Finance, and the Ministry of Foreign Affairs.

For Multilem, it represents yet another milestone in our mission to bring nations to life through creativity, storytelling, and immersive design.

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Multilem Angola was honored with four “Golden Lion” awards at the latest edition of the Luanda International Fair (FILDA), one of the largest and most prestigious business platforms in Angola and the African region. These awards were granted for the stands we developed for our clients: Grupo Webcor, Grupo Naval, FGC – Fundo de Garantia de Crédito, and CCFA – France-Angola Chamber of Commerce.

This fourfold recognition reinforces Multilem’s position as a benchmark in the creation of immersive experiences, creative solutions, and high-impact exhibition spaces that elevate brand visibility and deliver tangible results.

“Our differential is making each of our clients unique within their sector.”

— Regina Costa, Commercial Manager at Multilem Angola

Awarded projects:

Grupo Webcor – Golden Lion | Category: Food Industry
Grupo Naval – Golden Lion | Category: National Production
FGC – Fundo de Garantia de Crédito – Golden Lion | Category: Public Financial Services
CCFA – France-Angola Chamber of Commerce – Golden Lion | Category: Best International Participation

Each of these projects represents a distinct universe, with specific goals, audiences, and messages. Our team, working closely with our clients and partners, succeeded in translating these challenges into functional, engaging, and distinctive spaces — something that stood out to the FILDA jury.

More than just design

These awards go beyond aesthetic merit. They validate our commitment to excellence, innovation, and personalized delivery, always with a strong focus on each client’s identity and strategic goals. They also reflect the trust and close collaboration we build with the brands we represent.

FILDA: a stage for international recognition

FILDA is a multi-sector fair that brings together national and international companies. The “Golden Lion” awards recognize the most outstanding exhibitors for their quality and creativity. We are proud to see four of our projects honored in the 2025 edition.

A special thank you

These awards also recognize the professionalism of our creative, technical, logistics, and production teams. We thank our clients for their trust, strategic vision, and collaborative spirit that made these achievements possible.

“Together, we continue to create experiences that inspire our market.”
— Regina Costa, Commercial Manager at Multilem Angola

A Global Mission, Built Together

At Multilem, we don’t just build spaces. We build bridges between cultures, teams, and markets.
The ICEX Spanish Pavilion at Summer Fancy Food 2025 was one of those bridges: a bold statement of how creativity, logistics, and production converge to take a national identity global.

Three of our nine offices – Spain, Portugal, and the USA – came together to bring 57 Spanish food brands to the heart of New York, showcasing the best of Spain’s gastronomy in an unforgettable experience.

Because great brand moments don’t just happen. They’re built together.

Three Offices. One Vision.

The project brought together:

600 sqm of exhibition space.
57 brands from across Spain’s rich culinary landscape.
A powerful cooking show area, with live transmission on a large LED screen.
Over 70 booths, each uniquely adapted to represent different producers of cheese, jamón, olive oil, preserves, honey, and more.
A tight timeline: setup from June 26 to 28, opening on June 29 to July 1.

Multilem Spain led and coordinated the entire project, thanks to its strong presence in Madrid and close connection with the client. Together with our teams in the USA and Portugal, we ensured a seamless, high-quality execution.

The synergy was global, and it worked like one. This collaboration reflects Multilem Spain’s strength, backed by a network of 185 professionals worldwide.

Built for the World, Designed for Impact

The visual identity followed ICEX’s guidelines, but the execution? That was pure Multilem.
From the structure to the flow, every detail was designed with purpose: to allow every brand to shine, and every story to be told.

To assemble this stand, we adopted a system that allowed us to adapt to different configurations, ensuring both precision and flexibility during setup. This solution also enabled:

Sustainable materials
Lighter logistics
Faster installation
And a lower environmental footprint

In a context like Summer Fancy Food, where timing is tight and precision is everything, this approach delivered both impact and efficiency.

A Taste of Spain in the Heart of New York

New York’s Javits Center turned into a window into Spanish tradition and innovation.
With live cooking shows, immersive storytelling, and authentic product showcases, the pavilion wasn’t just a stand,  it was a sensory experience.

Visitors didn’t just see Spanish brands.
They felt them.
They tasted their stories.

From Local to Global: The Multilem Way

This project wasn’t just about showcasing products, it was about building presence.
Giving brands a space to connect, to scale, and to shine beyond borders.

Because at Multilem, that’s our mission:
To help brands find their place in the world.
To turn local stories into global experiences.
To go beyond borders, together.

TAP Air Portugal once again stood out at BTL – Bolsa de Turismo de Lisboa – this time receiving an International Honorable Mention for its immersive stand, developed by the agency Multilem. The award reinforces the brand’s creative consistency at the largest tourism fair in Portugal, where experience design and storytelling have taken center stage.

Under the concept “TAP 80 Years – A Journey Through Time,” the stand delivered a sensorial narrative spanning the airline’s eight decades. Designed to evoke emotion and memory, the space combined technology, design, and experiential marketing to immerse the audience in a visual and interactive journey.

Highlights included a digital chronological wall, an exhibition of historical objects, and an immersive pod symbolizing TAP’s transition from past to future. The activation was further enriched with Instagram-friendly areas, recreated vintage crew uniforms, and rest zones featuring iconic seats from the Portuguese fleet.

The focus on memorable and visually striking experiences positions TAP as a benchmark not only in aviation but also in how it communicates with its audiences through distinctive brand activations.

This marks the third international recognition earned in partnership with Multilem at BTL. In 2023, the brand was already awarded First Place Creativity and an Honorable Mention International Stand, reinforcing a trade show strategy grounded in branding, innovation, and emotional connection.

For the fourth consecutive year, Multilem was the production and activation partner for Google Cloud Day Portugal.

The tech event, held on June 26 at Convento do Beato in Lisbon, brought together over 1,100 in-person participants and thousands more on demand, with a full agenda focused on innovation, digital transformation, and the future of cloud technology.

In this edition of Google Cloud Day, Multilem once again delivered full experience management, from registration to keynote, thematic sessions to networking and the executive dinner.

“Being by Google’s side in an event of this scale and impact, year after year, is a source of pride for us and a reflection of the trust we’ve built. Creating memorable experiences for global brands is what drives us, and Google Cloud Day is one of those moments where everything comes to life,” says Luís Matos Chaves, Managing Director of Multilem Portugal, in a press statement.

This collaboration is part of a “solid relationship” between Multilem and Google, with “over seven years of projects developed in Portugal and Spain,” notes the Portuguese company, which has worked closely with more than 60 Googlers since 2017, delivering over 80 projects across seven Google brands: Google Marketing, Public Policy, Google Scholar, Product Marketing, Agency Partnerships, Strategic EMEA Events, and YouTube.

Multilem adds that, over the years, it has closely followed “the growth of Google’s presence in the Iberian Peninsula, collaborating in the creation of brand experiences that go beyond technology, connecting people, ideas, and business.”

The Somersby activation featured a mechanical alpaca that brought smiles to festival-goers at Primavera Sound Porto 2025.

From 12 to 15 June, in Parque da Cidade, Somersby set up a mechanical alpaca that challenged attendees to hold on as long as possible… and good vibes were in no short supply, even in the queue.

“Every year, Super Bock Group and Somersby try to innovate a little and energize the space,” said Pedro Spencer, account manager at Multilem, the agency responsible for the stand and the activation.

Just like last year, they introduced a fun challenge where people could have a go, enjoy themselves, and win branded giveaways. “It’s been a real success: a never-ending queue, everyone in high spirits… It’s gone really well,” he added.

Somersby, part of the Super Bock Group, identifies “with a young spirit, always wants to be present with something fresh and innovative, and aims to provide a great moment to everyone – not just to consumers,” explained Pedro Spencer. “The idea was to entertain people a bit during breaks between concerts, get them moving, and spark joy. There’s a crowd here just watching and smiling. And I think that’s exactly what Somersby wants to offer: smiles.”

Pulling a mechanical alpaca out of the hat was the result of “a lot of people brainstorming together.” “A mechanical bull is always a hit – and if Somersby has a mascot that’s an alpaca, why not combine the two? Bring together the fun and the brand image?” he explained, adding that “Playbus provides this service” and that the idea, developed by all involved, received “very positive feedback.”

The activation exceeded expectations. “There’s always a line, but people don’t mind waiting, because – unlike most queues – here you can laugh at the others falling off. And it’s been a great success,” he concluded.

Portuguese agency wins international award at the 25th Golden Horse Awards for the project delivered at the Temple of Heaven in Beijing.

Multilem has been internationally recognized at the 25th edition of the Golden Horse Awards, promoted by the CTGF – China Tourism Group Forum, receiving the “Global Outstanding Cultural & Tourism Service Provider of the Year” award, one of the most prestigious categories of the ceremony, held in Qingdao, China.

The award honors the work developed for the Lai Ba Saudi Travel Festival, a large-scale event held at the Temple of Heaven in Beijing, which welcomed over 500,000 visitors across eight days. The project stood out for its innovative approach and its ability to create an immersive experience that crossed cultural boundaries and fostered dialogue between different traditions.

This is already the third distinction awarded to Multilem in China in 2025. In January, the agency received two other awards for the same project: “Best Cross-Border Marketing Case (2023–2024)” by Advertising Billboard, and “Overseas Tourism Promotion of the Year” by Jiemian News. Both accolades reinforced the media and tourism impact of the festival, which generated more than 1.2 billion impressions and led to the sale of 5,400 travel packages to destinations in Saudi Arabia.

According to Pedro Castro, CEO of Multilem Worldwide, “This award reinforces Multilem’s position as an international benchmark in the creation of culturally relevant brand experiences. Working on a stage like the Temple of Heaven, and now being recognized with this distinction, is a testament to the quality of our team’s work and the trust that our partners place in Multilem.”

The event was developed in partnership with the Saudi Tourism Authority (STA) and transformed 7,000 square meters of the iconic site into a cultural celebration hub, featuring live shows, interactive activations, and exhibitions showcasing destinations such as Diriyah, AlUla, and Jeddah.

With this award, Multilem reinforces its commitment to excellence, innovation, and cultural sensitivity, consolidating its presence as a global agency specialized in the design, production, and management of brand experiences anywhere in the world.

Azambuja-based brand experience company, generating €65 million in revenue, is present in several markets, with exports accounting for 80% of its business.

Portuguese brand experience agency Multilem, which surpassed €65 million in revenue last year, continues to strengthen its global presence and diversify its business areas to drive growth. Taking its “first steps into the Chinese market,” the company already conducts 80% of its business abroad and is preparing to launch a new brand in Portugal.

Headquartered in Azambuja, Multilem has more than tripled its revenue in recent years. “Our consolidated sales volume was €17 million in 2019, grew to €47 million in 2022, and surpassed €65 million in 2024,” said Luís Matos Chaves, Managing Director of Multilem Portugal, to ECO.

According to Chaves, the company – which specializes in building stands for trade shows and corporate events for clients such as Turismo de Portugal and TAP – continues to invest in “entering new countries, segments, and business areas that complement the Group’s existing portfolio.” “We are taking our first steps in the Chinese market through a new partnership aimed at strengthening the Multilem brand’s presence in the country,” he said.

“In 2024, we opened offices in the UK and the USA, with two distinct business plans tailored to each market’s strategy. Both will require structural investment over the next 3 to 5 years.” – Luís Matos Chaves, Managing Director of Multilem Portugal

Beyond this expansion, the company continues to invest in markets where it is already active. “In 2024, we opened offices in the UK and the USA, with two distinct business plans tailored to each market’s strategy. Both will require structural investment over the next 3 to 5 years,” highlights Chaves.

Another focus of the strategy is to “strengthen our largest central offices – currently in Portugal and the Middle East – which operate as regional hubs and play a key role in developing markets in their respective regions.” “In parallel, we are developing a project to launch a new brand in Portugal, focused on the design and fit-out of spaces such as shops, offices, commercial areas, etc.,” he added.

The company, which currently employs 109 people in Portugal and 200 globally, relies heavily on exports. “Around 80% of our activity involves international clients, which makes Multilem a positive contributor to the value generated by Portuguese exports,” said the managing director.

New Record in 2024

With several months into 2025, Chaves remains optimistic. “We are experiencing a very dynamic first half of 2025, with a pipeline that already ensures annual break-even across all geographies – which, for a service-based business, is very positive at this stage of the year,” he explained. “In Multilem Portugal, we will likely have a first half that surpasses 2024, which was already a record year,” he anticipates.

“At Multilem Portugal, we will likely have a first half better than 2024, which was already a record year.” – Luís Matos Chaves

“This year we’ve handled large-scale and high-profile projects,” he notes. Some examples include: “From Novo Banco’s commercial kickoff in Alcobaça, to notable appearances such as Embratur at T&AS in Los Angeles- which won Best in Show – or TAP’s presence at BTL 2025 celebrating its 80th anniversary.”

He also highlights the SOS OCEAN project in Paris for the Oceano Azul Foundation, “a unique event that blended sustainability, culture, and responsibility.” He adds: “Brazil’s presence at Milan Design Week, where we worked with ApexBrasil and Abimóvel in two spaces showcasing the best of Brazilian design and identity. At the same time, we participated in events like Coverings in the US with Centro Rochas, and Galeria Brasil, a sensorial project in the heart of Paris celebrating Brazil’s heritage in an innovative way.”

With multiple projects underway, Chaves notes that “the market is evolving very quickly, with clients becoming increasingly demanding and focused on ROI. It’s not enough to create something beautiful – the experience must be relevant, impactful, and deliver results.” “Personalization has become essential, and technology is now a vital ally, both in crafting memorable experiences and in measuring their impact,” he adds.

“Working across geographies also requires a high level of planning and adaptability. From our headquarters in Azambuja, we are able to execute projects anywhere in the world

with a level of control and efficiency that only a well-integrated operation can provide. The market doesn’t stop, and neither do we,” he concludes.

“It’s undeniable that the current U.S. trade policy is creating some economic uncertainty and may hinder access for some clients to the American market (…) Nevertheless, this situation doesn’t alter our commitment: the U.S. remains a strategic market for Multilem Group, and we are committed to sustained investment in this region.” – Luís Matos Chaves

As for the U.S., Chaves explains that Multilem “has been developing projects in the U.S. for several years, mainly for clients from different offices across the Group.” “In 2024, we took a strategic step forward by formally opening a local company with its own implementation capabilities,” a move that has proven crucial in the current environment. Without that autonomy, he adds, “the current context could have compromised our ability to respond to international clients operating in the U.S. market.”

Even so, he acknowledges, “it’s undeniable that current U.S. trade policy is creating some economic uncertainty and may hinder access for some clients to the American market.” “That’s why we remain alert and ready to assess any potential medium-term impacts. Still, this situation doesn’t change our commitment: the U.S. remains a strategic market for Multilem Group, and we are committed to continued investment in the region.”

The Future of Immersive Events? A sophisticated balance between technological innovation and authenticity, says Teresa Barreto from Multilem Portugal.

Multilem, a Portuguese company specializing in brand experiences, has strengthened its international presence with the design and production of SOS OCEAN, an immersive event held in Paris on March 30–31, 2025.

As part of its global expansion and innovation strategy, the project combined design, technology, and sustainability to deliver a powerful call to protect the oceans, preceding the Third United Nations Ocean Conference (UNOC).

Multilem was the partner for the Oceano Azul Foundation, supporting an event that also marks a milestone in how the company combines purpose with environmental impact.

In an interview with Marketeer, Teresa Salvação Barreto, Commercial Director of Multilem Portugal, shares the project’s behind-the-scenes, the company’s vision for the future of sustainable events, and the role of creativity as a driver of change.

Marketeer (Mkt): How does SOS OCEAN fit into your strategy of expansion and innovation?

Teresa Salvação Barreto (TSB): SOS OCEAN is a natural extension of our expansion and innovation strategy. Over the past few years, Multilem has strengthened its international presence and can now deliver the same level of quality and confidence in both national and international projects. We’re ready to operate wherever our clients need us, with the same responsiveness we’d offer right next door. That’s our commitment and a major advantage of working with our team.

Mkt: Design and technology are key elements in your projects. How were they applied in developing this immersive event?

TSB: Initially, we explored bold ideas like street activations, physical art installations, virtual reality, and scenographic elements within the event spaces. However, these more daring technological approaches, uggested and developed by our creative team, were ultimately removed when our client [Oceano Azul Foundation] felt they might overshadow the event’s core purpose.

Once we refocused on conveying a sense of urgency to the decision-makers present in the room, we worked scenographically to ensure the message resonated in every detail: the positioning of the “SOS OCEAN” installation with the Eiffel Tower in the background, the recreation of the ocean floor on the ceiling of the dining and debate hall at the Musée de l’Homme, and the transformation of the foyer at the National Maritime Museum, painted blue and covered with slogans that appeared to rise and fall like tides.

Mkt: What were the biggest challenges in designing and producing SOS OCEAN? Any particularly memorable moments?

TSB: The biggest challenge was having a clear understanding of each speaker’s specific technical needs for the debate and the conference. We like to prepare and test everything in advance, but in this case, we arrived in Paris with several key elements still undefined.

Also, working in museums added another layer of complexity: all installations and tests had to be done at night or in the early hours before the event, leaving little or no room for adjustments. Everything had to go right the first time—and thankfully, we were well-prepared.

Mkt: SOS OCEAN precedes the Third United Nations Ocean Conference (UNOC). How do you hope this event contributes to the global conversation on ocean protection?

TSB: The main goal was to bring together, in advance, a select group of leaders, policymakers, scientists, and environmental influencers from around the world to address the ocean’s most pressing challenges. The mission was to help shape strategies, raise the alarm, and catalyze action toward the transformative commitments that must be secured at UNOC3.

Mkt: What was the audience experience like at the event?

TSB: Unlike UNOC conferences, which are broader and open to the public, SOS OCEAN was entirely targeted at government and scientific leaders. The experience was therefore more intimate and focused, fostering deep dialogue and idea exchange among key decision-makers to drive collaborative and concrete action for ocean protection.

Mkt: Sustainability and environmental awareness are increasingly present in events. How does Multilem integrate these values into its projects?

TSB: At Multilem, sustainability is a top priority. In SOS OCEAN, this was clearly reflected. We developed the plan using local suppliers to reduce transportation and support the local economy. We stuck to that plan for the most part, only activating in-house production for the scenography once we realized the extremely tight and overnight installation schedule. Given the challenge, we brought in our internal team to ensure a safe and efficient execution.

Additionally, we minimized environmental impact by reusing materials whenever possible and exploring digital alternatives. Every detail—from the Eiffel Tower installation to the museum scenography—was designed with sustainability in mind, merging design, technology, and environmental responsibility.

Mkt: What trends do you foresee for the future of immersive events and brand experiences?

TSB: The future of immersive events points to a sophisticated balance between technological innovation and authenticity. The key will be to awe the audience and create experiences that connect, surprise, and delight. Innovation will be essential for delivering that “wow” factor. Artificial intelligence and immersive technologies will continue to enhance personalization and interactivity, creating deeper emotional impact. Real-time, tailored experiences are becoming essential—and Multilem is already exploring this through exclusive solutions.

Moreover, sustainability is no longer a trend—it’s a duty. Multilem adopts responsible practices like reusing structures and applying circular economy principles, addressing the growing demand for events with a positive planetary impact. Finally, brand experiences are evolving into collaborative storytelling, where the audience becomes the protagonist—co-creating authentic and lasting memories.

Mkt: What sets your approach apart in the conception of SOS OCEAN and other high-impact projects?

TSB: What set SOS OCEAN apart from other large-scale political events—often involving many decision-makers and moving parts—was the need to allocate project managers from the very beginning. This allowed close, hands-on support for the client. When we were brought in, the only confirmed information was the purpose and the date, which demanded total flexibility.

Having a project management team working directly from the client’s offices allowed us to react quickly to schedule changes and solve problems in real time.

This approach is ideal for projects like this, where Multilem becomes an extension of the client’s internal team from start to finish—activating design, production, and logistics resources at just the right moment.

Mkt: Beyond the event itself, what legacy do you hope SOS OCEAN leaves for ocean protection and the sustainable events industry?

TSB: Beyond its immediate impact, SOS OCEAN serves as a visual, sensory, and emotional wake-up call to the risks our oceans face. Through immersive experiences and symbolic spaces—like the Eiffel Tower installation—we’ve shown that environmental awareness can be delivered creatively, with sophistication and impact, inspiring urgent, meaningful action.

In the events industry, SOS OCEAN strengthens the case for sustainable events. With eco-friendly materials, reusable solutions, and conscious design, it proves we can create unforgettable experiences without compromising the planet. This project reflects the paradigm shift Multilem promotes through its Green initiative.

We hope this project inspires the industry to see sustainability not as a limitation but as an opportunity for innovation and creativity—with real impact and purpose.

Mkt: SOS OCEAN included iconic moments such as the visual installation by the Eiffel Tower, the reception at the Musée de l’Homme, and the conference at the National Maritime Museum. What was the planning process like, and what production challenges had to be overcome to ensure everything went as envisioned?

TSB: Planning is the secret to every successful implementation—and it was essential for SOS OCEAN. We kept in constant contact with the museums and held regular in-person meetings to build trust with the directors and technical teams.

For the outdoor installations, we worked hand-in-hand with the French government team, who guided us through all bureaucratic processes, permits, and safety issues. We were able to meet the strict requirements, which included detailed technical projects and quality and safety certifications for all materials and staff involved.

Mkt: Finally, what advice would you give to brands and companies aiming to create memorable events with a positive impact?

TSB: In our experience, positive impact stems mainly from commitment and transparency. Commitment means embracing the project’s objective as our own—acting with a sense of mission and responsibility toward the greater purpose of what we’re delivering.

Transparency throughout every stage of the project ensures full alignment among teams, enabling the best response to any emerging challenge.

It’s a great privilege to work on projects that we truly believe can change the world. SOS OCEAN is a prime example—and we are deeply proud to have played an active role in this initiative.

in Marketeer

Our CEO, Pedro Castro, was interviewed by Meios & Publicidade, where he shared the remarkable journey of Multilem over the past 38 years — from the early days in the “stands” business, through the shift to brand experiences, to a solid presence across four continents.

In this conversation, Pedro Castro discusses the challenges of internationalisation, shares unique stories about life at Multilem, and highlights the importance of a people-centered culture.
“I envisioned growth as a possibility, but I never imagined a multinational across four continents.” – Pedro Castro.

Read the full interview here and get to know Multilem better.