Multilem, a Portuguese company specializing in brand experiences, once again stands out in the production of globally impactful events by developing SOS OCEAN, an immersive event that took place in Paris on March 30 and 31, 2025. This initiative serves as an urgent call for ocean protection, preceding the Third United Nations Ocean Conference (UNOC), which will be held in June in Nice.

In response to the ocean emergency, the Oceano Azul Foundation and the French Government joined forces in an initiative in Paris to amplify this global message of urgency. Multilem, an expert in brand experiences, was selected as a strategic partner to transform this vision into a world-class event, ensuring international impact and recognition.

Inspired by the concept of an “SOS from the oceans,” the event aims to engage global leaders, scientists, and activists in a debate on concrete strategies to halt marine collapse. Multilem has designed an immersive program that combines design, technology, and storytelling to create a striking experience. Among the highlights is a large-scale visual installation at the Eiffel Tower, reinforcing the urgency of the cause, along with a reception event at the Musée de l’Homme and a conference at the Musée National de la Marine.

The reception, on March 30, featured an ocean-themed immersive atmosphere, a welcome cocktail, and an exclusive dinner with speakers. The conference, taking place today, includes expert lectures and networking opportunities. On both days, the event concludes with a symbolic closing at the iconic “SOS” installation at the Eiffel Tower.

This event aligns with the Multilem Green initiative, which promotes sustainable projects in partnership with brands and organizations committed to environmental regeneration. Multilem develops initiatives that enhance local ecosystems and heritage, ensuring a positive impact on sustainable tourism in Europe, the Middle East, and Brazil. In the case of SOS OCEAN, this commitment was once again reinforced through the use of eco-friendly materials and an immersive experience that raises awareness and mobilizes action for ocean protection.

With this project, Multilem reaffirms its expertise in creating impactful experiences, strengthening its partnership with the Oceano Azul Foundation and the French Government to amplify this critical message. SOS OCEAN stands as a milestone in the fight for ocean preservation, leveraging iconic locations, expert talks, global leaders, and immersive experiences to mobilize decision-makers and public opinion worldwide.

Organizational culture is the force that unites teams and drives success. In the March edition of Human Resources, our HR Director for Portugal and Europe, Margarida Monteiro, reveals how Multilem transforms people management into a unique experience.

We invest in talent, well-being, and innovation, creating an environment where each employee feels part of something bigger. Discover how we promote internal mobility, continuous development, and a collaborative spirit that makes Multilem an example of excellence.

Read the full interview here and learn about the practices that make the difference!

We are proud to announce that Multilem’s Dubai Hub has officially achieved ISO 14001:2015 certification, a globally recognized standard for environmental management systems. This certification reinforces our commitment to sustainability, ensuring that our processes align with the highest standards of resource efficiency, waste reduction, and ecological responsibility.

And we’re not stopping here—Portugal is next!

Partnering with Visionary Brands

We collaborate with forward-thinking destinations and organizations where sustainability is a top priority.

In Saudi Arabia, we work with AlUla, Diriyah, Red Sea, and Soudah Peaks, pioneering regenerative tourism, conservation, and sustainable infrastructure.
In Brazil, we support Apex Brasil and Embratur, driving eco-friendly tourism, responsible brand activations, and sustainable infrastructure.
In Europe, we partner with Turismo de Portugal and key government entities, ensuring events respect, preserve, and enhance natural and cultural landscapes.

Our upcoming project: As part of the United Nations Ocean Conference 2025, we are partnering with Fundação Oceano Azul and the French Government to lead the concept, design and production of the “SOS Paris 2025” conference and event.

Together, we are setting new benchmarks for environmentally responsible activations, proving that brand experiences can be both immersive and regenerative.

How we help brands integrate sustainability.

The Green Multilem Initiative is our bold step toward redefining how brand experiences are created. We go beyond simply minimizing our footprint—we actively restore, renew, and revitalize the environments we operate in.

We believe that extraordinary brand experiences can be both immersive and sustainable. As the industry evolves, we recognize that our responsibility extends beyond crafting visually stunning spaces—we are here to help brands integrate sustainable practices at every stage of their events, from materials selection to waste management. 

Eco Friendly Materials – We prioritize FSC-certified wood, modular steel structures, bamboo cutlery, and eco-friendly fabrics to reduce our environmental impact.
✅ Endless Utility – We eliminate single-use materials and redesign event structures to maximize reusability.
✅ Local Partnerships – By sourcing from local suppliers, we cut carbon footprints and strengthen community economies.
✅ Smart Logistics – Our hybrid fleet, solar panels, and optimized transportation solutions ensure that even behind-the-scenes logistics are sustainable.
✅ Digital-first mindset – We encourage paperless events to minimize waste and embrace innovative digital solutions.

Industry Recognition: Sustainability at the Core of Our Designs

Multilem’s sustainability-driven projects have earned prestigious industry awards, recognizing our leadership in green event solutions:

2024 – Soudah Peaks, World Travel Market
2024 – AlUla, Arabian Travel Market
2023 – Turismo de Portugal, FITUR
2022 – Segittur, FITUR

Our focus is clear: sustainability is not an option—it’s the way forward.

Building the Future of Brand Experiences, Together

Sustainability and creativity are not mutually exclusive. At Multilem, we believe that brands have the power to inspire positive change—and we are here to make that transition seamless, impactful, and meaningful.

As we continue to raise the bar for sustainable brand experiences, we invite our partners, clients, and industry peers to join us in shaping a regenerative future—one event at a time.

Let’s build greener, smarter, and more responsible brand experiences.

Unlock your green.

Find out more: https://www.multilem.com/green-initiative/

March 11, 2025 – Multilem once again designs TAP Air Portugal’s stand at BTL 2025, reinforcing its partnership with the airline in a particularly special year. After the success of the 2024 edition project, which received multiple industry awards, Multilem now embraces an even more innovative and immersive approach to mark TAP’s 80th anniversary. 

Inspired by the concept “TAP 80 Years – A Journey Through Time,” the stand invites visitors to explore the airline’s evolution over the decades through a unique sensory experience. Multilem has created a space where technology, design, and storytelling merge to craft a compelling narrative about Portuguese aviation history. Among the project’s highlights are an interactive chronological wall that transports visitors through different eras of TAP, an Instagram-worthy exhibition featuring iconic airline artifacts, an immersive pod that recreates the sensation of floating among the clouds, and a showcase of business class seats, taking guests on a journey from early models to modern-day comfort and design. To make this experience truly unforgettable, TAP’s 80th-anniversary celebration will culminate in a symbolic moment on Friday, the 14th.

With this project, Multilem reaffirms its expertise in creating remarkable experiences, designing a stand that captures the essence of TAP and its significance in aviation and tourism. BTL 2025, set to be the largest edition ever with over 1,500 exhibitors and 600 events, will provide the perfect stage to showcase the impact of this partnership and TAP’s global relevance. BTL – Better Tourism Lisbon Travel Market 2025, the country’s largest tourism fair, organized by Fundação AIP, will take place from March 12 to 16, 2025, in Lisbon, at FIL. 

Multilem is once more with Saudi Arabia for this year’s ITB edition. Saudi presence at the event is nothing short of extraordinary, with a stand spanning over 2,000 sqm, designed to offer immersive experiences that reflect the Kingdom’s dynamic transformation. The central theme is clear: “Everything is happening now in Saudi Arabia.” From cultural showcases to major international events, the Saudi stand offers a glimpse into a nation that is rapidly evolving and expanding its global influence.

As ITB Berlin coincides with the holy month of Ramadan, the Saudi pavilion offers a unique opportunity to immerse visitors in the rich cultural and spiritual heritage of Jeddah. Through traditional Iftar experiences, visitors can taste authentic Saudi dishes while being enveloped by Ramadan-themed lighting, calligraphy, and Arabian music. Engaging in Saudi Arabia’s storytelling traditions and hospitality rituals, attendees will experience the true essence of this sacred month, thanks to the expertise of Multilem in creating powerful, sensory-driven experiences. 

Aligned with Saudi Arabia’s Vision 2030, the Kingdom is positioning itself as a global sports hub. ITB Berlin 2025 provides the ideal platform to showcase this ambition, with major international events such as the 2034 FIFA World Cup, Esports World Cup, F1 races, and tennis tournaments all set to take place in Saudi Arabia. The participation of global sports figures like Cristiano Ronaldo further strengthens Saudi Arabia’s growing role on the world stage. Multilem’s immersive solutions are key in presenting these developments, allowing visitors to fully engage with the Kingdom’s sports and tourism ambitions.

In addition, Saudi Arabia’s spiritual significance takes center stage, as the Kingdom is home to the two holiest cities in Islam, Makkah and Madinah. With millions of visitors each year for Hajj and Umrah, the Kingdom continues to lead in faith-based tourism. ITB Berlin 2025 highlights this vital aspect, and Multilem’s innovative approach ensures that visitors gain a deeper understanding of Saudi Arabia’s deep spiritual connection with its visitors, reinforcing the Kingdom’s position as a leader in global religious travel.

Our impact keeps growing!

Embratur’s stand at the Travel & Adventure Show, awarded Best in Show, gained media recognition and widespread coverage.

This highlights our commitment to creating outstanding and memorable experiences

Check out the media coverage:

• Creative News
• Meios & Publicidade
• Human Resources
• Empreendedor
• Event Point

AI Tools That Are Transforming Creativity

AI is changing the creative routine, with innovative tools that speed up processes and offer new possibilities. Some of the most impactful include Midjourney and Adobe Firefly for design, D5 Render for rendering, ChatGPT for copywriting and Metricool for data analysis. As Ana Coelho emphasises, ‘AI doesn’t replace human creativity, it amplifies it. It frees us from repetitive tasks and allows us to focus on what really matters – innovation and exploration.’

AI as a Creativity Accelerator

At Multilem, AI is seen as an accelerator of creativity, helping to optimise workflows and explore new ideas. What really differentiates the most impactful experiences is not just the technology, but the way it amplifies human connection. The future of creativity will be collaborative, with AI expanding the possibilities of human creativity in unprecedented ways.

Founded over 35 years ago in Portugal, Multilem Worldwide has grown into a global leader in brand experiences. Over the years, we’ve built a robust presence with production hubs in Portugal and Angola, and offices spanning Spain, the USA, Angola, Brazil, the UAE, KSA, and the UK. Our team of over 200 talented professionals delivers more than 300 projects annually, reaching 50+ international locations.

Our collaborations with global brands reflect our unwavering commitment to innovation, creativity, and emotional intelligence. Now, we’re excited to bring these same values to Asia, forging new connections and creating unforgettable moments in this vibrant new market.

Transparency, symbiosis, co-creation, collaboration and communication were all key words in the session ‘The challenges of the relationship between suppliers, agencies and clients’, which was moderated by Joaquim Silva (Feeders), Luís Matos Chaves (Multilem), Ricardo Bonacho (Imppacto) and Sónia Brochado (Btrust).

Luís Matos Chaves said that customers want ‘transparency in the relationship, “flexibility and agility” and to be an “active part of the process”. And all of this means that the synchronisation between agency and supplier must be ‘total’.  Joaquim, Silva also believes that value chains today are increasingly ‘pressurised to respond more quickly and more agilely; therefore, the role between everyone is increasingly symbiotic’.

What is increasingly sought after in catering services is co-creation, creativity, personalisation and customisation, according to Ricardo Bonacho, who pointed out that it is then the ‘financial component’ that ends up influencing the end result, which can be more creative, differentiating or personalised.

And the challenges of the relationship between suppliers, agencies and clients, according to the head of Imppacto, exist in three dimensions: communication, ‘to manage the expectations of what we’re going to present in relation to what they expect our service to be’; deadlines, ‘the time we have to make proposals ends up being none’ and when it comes to food you need time; and budget, ‘you often want to make omelettes without eggs’, and so it’s difficult to ‘be creative, innovative and sustainable’. He argued that the caterer should be involved from the start of the process.

For Luis Matos Chaves, the challenge is to maintain the ‘principle of excellence’ in a context of tight timings and increasingly demanding customers. That’s why the entire value chain must have ‘availability and dedication’. Retaining talent is also a challenge and he pointed out that, in this area, you need people with the profile and aptitude for adrenaline peaks, but that you also need to ‘compensate them appropriately’. After all, ‘people are the greatest asset in this industry, so we have to know how to look after them’.

Joaquim Silva believes that ‘everything comes down to timings, to time’; time that is needed to look for disruptive and sustainable solutions. We need to value time, which is ‘fundamental’. In addition, Luís Matos Chaves advocated the use of tools so that time is used ‘efficiently’ and more transparency in relationships.

Other ideas that emerged from the session were that there is greater synergy between industry players after the pandemic; that briefings are better the more exhaustive they are; that the more transparent, open and objective the communication between the parties, the easier it is to manage expectations; and that the ethics and conduct of partners are important, as are seriousness and trust.

In Event Point

A 100% Portuguese company with 38 years of history survived the pandemic and hasn’t stopped since. Multilem has Portuguese DNA, broke borders, and doesn’t seem to want to stop here. In an interview with Jornal Económico, Luís Matos Chaves, General Director of Multilem Europe, admits that the agency has a “competitive advantage” in understanding how brands want to position themselves.

A company that operates on multiple fronts is the most accurate description for Multilem, but the Azambuja-based company prefers to describe itself as an agency that specializes in brand activations and experiences. And what does that mean? “We build stands for trade shows, events, festivals, and pop-up stores for companies. We are a company that helps brands express themselves tangibly through physical implementation,” says Luís Matos Chaves, General Director of Multilem Europe, to Jornal Económico (JE).

Simply put, as the director-general tells us, “We are not an advertising agency; we are an agency that implements brand experiences, whether at trade fairs or events.” One of the most interesting aspects is that Multilem’s offices enable this approach, as the agency has an in-house carpentry unit to build stands for its clients and those who seek its services.

How is brand activation done? “We combine creativity, project management, content, and technology with production and implementation. We essentially have two core areas within the company, which is a differentiating factor even outside Portugal.”

Multilem was founded 38 years ago in Portugal and is distinguished by being 100% Portuguese. Today, it operates worldwide. The company’s international expansion began in 2009 with its move into Angola, according to Luís Matos Chaves. Since then, it has opened eight offices across the globe, including in Dubai, Saudi Arabia, Spain, the UK, Miami, and Brazil.

One of Multilem’s largest clients is Turismo de Portugal. “We handle all the trade fairs for Turismo de Portugal. We create the creative concept and then implement the exhibitions worldwide. For example, we have worked with Turismo de Portugal in Japan, the United States, Europe…”

Despite having offices worldwide, the general director ensures that there are no borders for the agency’s work, positioning itself as a truly “global” company. “We can have clients anywhere in the world and execute projects literally anywhere,” he emphasizes.

One of Multilem’s advantages, the director adds, is its deep understanding of its clients, which gives it a “competitive edge” by allowing the agency to “grasp a brand’s language and how it expresses itself in the market.”

Another major client of the Portuguese company is Apex, the Brazilian Trade and Investment Promotion Agency. While domestic promotion in Brazil is handled by another agency, all international activations are managed by Multilem, including building the Apex Brasil stage at the Web Summit.

One of Multilem’s strengths is its ability to “create an experience within the stands at the request of brands.” A common request is the creation of natural environments featuring vegetation and nature sounds.

“The market is evolving towards this personalization of concepts, where people truly feel a unique experience when attending these projects,” highlights the director.

Luís Matos Chaves ensures that clients are not only concerned about their brand positioning but also about return on investment and whether their spending is justified, especially in terms of brand awareness. He admits that they already use technology for some clients—depending on budgets—and notes that “the United States is far ahead in this aspect because they are obsessed with measuring performance.”

How is performance measured? “We have various activations and measure how long people stay in a specific area of the stand and their level of engagement. It’s no longer just about visitor numbers.” he explains.

“I believe it is necessary to anticipate these needs and constantly innovate. This market is never static.” confesses the director of Multilem Europe.

The biggest challenge is moving teams to activation sites and setting up all the equipment, sometimes in very short timeframes. Regardless of the event’s location, “everything is prepared in Lisbon. Even the screws are accounted for to anticipate potential problems. Planning solves 98% of issues, and that is a principle we follow internally.”

Multilem also makes it clear that it does not back down from challenges, even if they seem impossible. And when they could be, the brand finds a way. Recalling past experiences, they had to carry out an activation for Saudi Arabia in just two weeks, with all materials built, shipped, and assembled in China—a country requiring multiple authorizations.

One of the agency’s advantages is the space available at its Azambuja headquarters. In the interest of sustainability, Multilem reuses carpentry materials whenever it makes sense for both parties.

And what about challenges?

There have been many, as Luís Matos Chaves recalls, particularly during the Covid-19 pandemic. With activation processes on hold as the world came to a standstill, “our activity dropped to zero. We felt like we were rising from the ashes.”

Since then, the agency has seen business volumes “three times higher than in 2019, meaning we have grown 300%.” This growth, he notes, has been “organic,” and the company has room to expand further. With 200 employees globally, they are considering opening smaller offices to be closer to clients in different parts of the world.

The next step is to expand the Miami office in the United States to increase its presence in that market and attract new brands for product activations.

In Jornal Económico