Два уникальных выставочных центра в Софии демонстрируют разные подходы к успеху

During a recent visit to Sofia, I had the pleasure of discovering two very different convention centres. And, yet, both are thriving and have bold plans for the future. It just shows that ‘one size fits all’ simply does not exist in our world. It was my first ever trip to Sofia, Bulgaria. I had no idea what to expect, but the city proved to be welcoming, with great food and wines and – fortunately for me – a local population speaking English. First stop was the Sofia Event Center, a boutique convention centre, with a capacity of 1,400 seated (2,000 standing). The centre is the ‘child’ of the company owners Kaloyan Todorov and Nevena Todorova, who starting working in the event technology sector almost 20 years ago and developed their family company into a 120-person powerhouse which can deliver anything needed for an event – from technology, over furniture and even flower arrangements – and working across Europe. At a certain moment, they decided to create their own convention centre, the Sofia Event Center. Focusing on corporate events, the key differentiator is technology. 360 projection is built in and allows for an immersive experience. One of the most beautiful examples was an event for which the organiser wanted to create the feeling of a garden. Using all the assets at their disposal – projection, garden furniture, flower arrangements – they managed to created a true outdoor feeling. But they also push things to the next level on very different front, including the toilet experience, where the faucets are not only digitised and combine water and soap, but they also allow for branding. Do keep this venue on your radar. Next stop was the National Palace of Culture, also known as the Congress Centre Sofia, where I was welcomed by Tsvetomira Spasova, head of international relations and European project, and her colleagues. Built in the eighties, this building – in brutalist style – is truly a palace. With a full agenda all year round, I was fortunate enough to visit the venue at a very rare moment of calm, making the experience even more impressive. You need to imagine bronze sculptures on every floor, mural paintings in every meeting room, specifically designed lighting and – as a cherry on the cake – a terrace on the top floor, offering breath-taking views of the city. When inside, you simply know that you’re in Sofia, which makes it so different from the clean, uniform ballrooms we sometimes see. This is also one of the reasons the venue is so successful, as it truly stands out. The key next step will be a renovation of the main plenary, where a 20-ton steel curtain is not only a safety feature but a piece of art by itself. In a way, the story of the two venues is the same: focus on your strengths and deliver great customer experiences. But the experience itself could not have been more different, making me feel very privileged and proud to be part of this industry.