Centenary celebration for 1,100 guests


Hagos celebrates its centenary at the ICS International Congress Center Stuttgart with two distinctive rooms

In June 2019, Hagos, the Stuttgart-based association of tiled stove manufacturers, and around 1,100 invited guests celebrated a lavish celebration to mark the association’s centenary. As the venue, Hagos opted for the ICS of Messe Stuttgart. 

“We had two main criteria, room size and Stuttgart as the location, because this is where our association was founded 100 years ago,” explains Petra Bayer, organiser of the event and assistant to the Board at Hagos. The association was already familiar with the venue from its Hagos Börse, a trade fair for the wholesale trade which the association holds every two years at Messe Stuttgart. "It was therefore important for us that the styling of the rooms should be completely different from our previous events. And it was. The celebrations continued until three in the morning,” adds Bayer. The guests loved the atmosphere and embraced the opportunity to mingle and get to know one another. An informative entertainment programme was provided in a different room to keep things interesting. 

The reception was held in the ICS foyer with sparkling wine, mineral water, wine and beer, offering the perfect opportunity to mix, mingle and get to know one another. Seated eight to a table and with 140 tables overall, the invitees were then treated to a special gala dinner in the C2 multipurpose hall, where they also enjoyed hearing about the association’s 100-year history. 

Following the meal, the guests made their way through the small hallway to congress hall C1, where the revelries continued in a specially designated Party Zone. This room was divided into different areas with a dance floor and bar area as well as a lounge with heavy leather sofas and armchairs and a chill-out area with reclining chairs and small catering islands. The proximity of the two rooms meant that guests were able to move easily from one to the other and there was no interruption to festivities. 

The organiser’s decision to have two separate rooms was not planned all along. Petra Bayer: “To begin with, we were open to various styling and configuration options. The main question was, where could we host the gala dinner and where the entertainment programme? In the end, we were won over by the solution of moving from the gala dinner to the party lounge. The guests really enjoyed being able to celebrate in two rooms with very different atmospheres and happily moved from one to the other.” The high-quality furnishings, especially in the party lounge, also helped to create a relaxed ambience. 

Another important factor in favour of the ICS was its ease of access, both by car and public transport, and its proximity to hotels. “Guests had been invited from all over Germany, as well as Austria, Italy and Switzerland. The fact that we were able to reserve hotel rooms for them very close to the venue was a big plus,” Bayer continues. 

Planning an event of this size while also managing day-to-day business is no small task. “Finding a good partner was therefore of the utmost importance to us and I really must commend the excellent cooperation with the Guest Events team. We had a contact person we could speak to at all times and were very happy with the process,” continues Bayer. The customer’s technology requirements were particularly exacting, including light, sound and video recording. The schedule was planned to the minute and delivered on time. “Event technology partner Neumann & Müller did a great job,” says Bayer. “Despite the many technical elements, the whole evening was highly professional. The entire programme had no more than a five-minute delay throughout.” 

As Stefan Lohnert, Head of Guest Events, explains, the association of tiled stove manufacturers is a long-standing customer: “Hagos has been a loyal customer of Messe Stuttgart since 2000, when we were still located at our former Killesberg site and, since 2008, at the current location next to Stuttgart Airport. That they chose us as the venue for their centenary celebrations bears testimony to the value of this long-standing partnership.” 


GV_19_PM03_Bild_1: A great space for multiple room layouts: Room C1 was divided into different areas with a dance floor and bar area as well as a lounge with heavy leather sofas and armchairs and a chill-out area with reclining chairs and small catering islands. (COPYRIGHT MESSE STUTTGART) 

The customer’s technology requirements were particularly exacting, and included light, sound and video recording. (COPYRIGHT MESSE STUTTGART) 

GV_19_PM03_Bild_3: The guests appreciated the different atmospheres of the two rooms and happily moved from one to the other. (COPYRIGHT MESSE STUTTGART) 

GV_19_PM03_Bild_4: High-quality furnishings helped create a relaxed, yet sophisticated atmosphere. (COPYRIGHT MESSE STUTTGART) 

GV_19_PM03_Bild_5: “Hagos is one of our long-standing customers, having regularly held its Hagos Börse with us since 2000,” explains Stefan Lohnert, Head of Guest Events at Messe Stuttgart. (COPYRIGHT MESSE STUTTGART) 


About Messe Stuttgart:

With total earnings of € 178 million and a profit of € 34 million, Messe Stuttgart is one of Germany's leading trade fair companies. Every year over 23,500 exhibitors present their products and services to up to 1.36 million visitors on a hall area of 120.000 square metres, on an outdoor area of 40,000 square metres and in around 33 rooms that offer flexible use in the adjoining ICS (International Congress Center Stuttgart). Messe Stuttgart serves its customers in 52 countries through three subsidiaries, 19 international representatives and a large number of sales partners.

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