RXperiences to remember in 2024

The most impactful face to face events are those that truly engage attendees, turning them from passive observers into active participants. As we close out the year, we look at some of the innovative ways our teams have been creating immersive experiences that captivate our audiences and foster lasting connections.

Putting the swing into PGA Golf

PGA Show is golf’s longest running and largest global business gathering. Each year the week kicks off with the world’s largest professional outdoor Demo Day at Orange County National Golf Center’s massive circular range and 42-acre practice facility, where thousands of PGA of America golf professionals put the latest equipment and technology to the test.

At PGA Show 2024 (23-26 January), the immersive day-long event also featured extensive product education, coaching workshops, club fitting presentations, programming on golf range strategies, demonstrations by PGA TOUR professionals and top PGA of America Coaches, and opportunities to meet one-on-one with industry leaders in numerous categories. 

Demo day was followed by a dynamic programme of interactive features and events on the show floor, including the Equipment Test Center, featuring 44 testing bays and a 3,750 square-foot putting green; the Inventors Spotlight pavilion for patented products not yet available at retail; the Golf Pickleball Courts for racquet demonstrations; and a live fashion show.

PGA Show 2024 also debuted the first annual PGA Show Winter Jam, a complimentary after-hours concert experience in a new concert lounge at the OCCC featuring country music star Jake Owen, attracting 2,500 attendees. “It was our way of showing appreciation to the golf industry and our customers and an opportunity for us all to gather and unwind after a busy show day, enjoy music from a major music artist and have a good time while continuing to network with peers,” explained PGA Show VP Marc Simon.  PGA Show returns to Orlando from 21-24 January 2025.

FIBO delivers the ultimate workout

FIBO, the global celebration of fitness, health and wellness, delivers the ultimate in immersive experiences in Cologne every April. From live workouts and training sessions to bodybuilding contests and esports competitions, its halls are alive with the sights and sounds of people joining in and having fun, as they connect, learn and do business. 

FIBO 2024 saw the addition of the FIBO Football Festival 2024, a two day event on 13th and 14th April which brought together the worlds of American Football, flag football, and cheerleading for two days of action, fitness, fandom and fun. Highlights included appearances by renowned teams and squads such as the New England Patriots, Düsseldorf Firecats, and the sensational Pyromaniacs cheerleading squad of Rhein Fire.

Try-out and interactive zones offered something for everyone, from experienced players to newcomers who could test and hone their skills with guidance from professional athletes and coaches. Fans could also engage with their favourite athletes, players and coaches like Jakob Johnson, Kasim Edebali and Patrick Esume, hear personal stories from the stars and learn what it takes to excel in this thrilling sport.

"Having fun, sharing our passion, celebrating together, exchanging ideas, encouraging and challenging each other: FIBO is all of that" said Event Director, Silke Frank, “We can’t wait to do it all again, at FIBO 2025 (10-13 April) in Dusseldorf, and at our inaugural FIBO Saudi” (1-3 October) in Riyadh.

Cosplay rules at Comic Con Africa

Over 70,000 fans flocked to Comic Con Africa in Johannesburg in September, making it the biggest pop culture and gaming festivals on the continent. 

They came for the celebrity panels and interactions, gaming opportunities, eSports tournaments, exclusive shopping and opportunity to meet like-minded fans and influencers. But for many, the highlight was the Cosplay, a cornerstone of ReedPop events worldwide, which enables fans to immerse themselves in the comic book worlds they admire, showcase their creativity, and compete for the Cosplay Championship crown.

This year’s Comic Con Africa Championships of Cosplay crowned Blu Rohbot Studios as the winner who cosplayed as Thorin Oakenshield from The Hobbit, earning them the opportunity to represent Africa at the prestigious C2E2 in Chicago next April. A remarkable portrayal of Groot won the fan-favourite vote, showcasing the incredible talent and creativity that cosplay inspires.

Streaming giants Disney+ and Netflix brought activations that immersed attendees in iconic shows like Agatha All Along and Squid Game, while Nu Metro’s pop-up cinema debuted a one-of-a-kind cinematic experience for movie lovers. The festival's immersive nature was also felt across multiple stages: from the main stage and Otaku Town (celebrating anime, manga, and Japanese pop culture) to the Telkom VS Gaming Stage where seasoned eSports players competed for R300,000 in prizes.

“For four days, anyone and everyone can celebrate their passions at Comic Con Africa in a self-expressive and judgement-free environment. We hear incredible stories every year of people forming lasting friendships and discovering new communities,” said Carla Massman, Show Director. Comic Con Africa returns to Johannesburg from 25-28 September 2025.

Kunming Flower Expo is a feast for the senses

Imagine over 50,000 square meters bursting with vibrant colours, fragrant aromas, and dazzling floral artistry—that’s the annual Kunming International Flower Expo of China, held in the heart of China’s flower capital in September. It’s more than an exhibition; it’s a sensory journey celebrating flowers, culture, and innovation.

This year’s theme, “Aspiring for Yunnan, the World’s Garden,” paid homage to Yunnan province’s thriving floral industry and rich cultural heritage. The expo featured six dynamic zones, including international and domestic showcases, cutting-edge equipment, new variety displays, floral culture and tourism, and creative floral applications.

The "Yunnan Flower Fashion Show 2024," a highlight of the expo, captivated attendees with its theme, ‘Leading the Future with New Floral Rhythms.’ Adding to the experience, the gala night featured presentations of innovative new floral varieties, a floral art runway show, and a floral-themed sitcom performance. This immersive experience offered a feast for the senses while promoting the synergy between Yunnan’s floral industry and unique cultural charm.

“The Kunming Flower Expo is thoughtfully crafted to create a premier platform that effectively connects market players and amplifies opportunities for all involved. Our extensive range of events and forums act as both a window into the sector’s most vibrant trends and a pivotal meeting point for planting facilities, industry purchasers, floral technique experts, and elite florists, fostering collaboration and driving sector growth,” said Lanny Zhang, Senior Vice President of Greater China. We look forward to dazzling the industry again next year at Kunming International Flower Expo 2025, from 19-21 September.”

Sao Paulo Book Fair brings books to life

Over 722,000 people attended the 2024 São Paulo International Book Fair (September 6–15), Latin America’s largest cultural event. With 2,000 hours of programming for all ages, the fair brought books and literary culture vividly to life.

Visitors explored a vast array of books, met favourite authors, and participated in engaging activities across 13 themed areas. The ‘Childhoods Space’ offered interactive storytelling, chats with authors and illustrators, pocket shows, and hands-on activities. Northeastern culture took centre stage in the ‘Cordel and Repente Space’, with performances by cordelistas (traditional poets and storytellers) and repentistas (improvisational poets and musicians). And the ‘Cooking with Words’ Space, renowned chefs hosted cooking demonstrations, tastings, hands-on classes, and workshops, blending the culinary and literary worlds.

This year’s ‘Country of Honour’, Colombia, added to the occasion by bringing chefs, renowned authors and musical groups to engage and entertain visitors on its stand themed ‘The Jungle and Its Possible Stories’, the design inspired by the natural landscapes of the Colombian Amazon.

With a festive atmosphere celebrating diversity and inclusion, the fair ensured the joy of reading extended beyond its doors. Cashback offers on ticket purchases and book vouchers for 123,000 students and schools made books more accessible, continuing the event’s impact well after it ended.

Builders get ‘hands-on’ at Batimat

What is it like to live in +50°C temperatures? This was one of the standout experiences for attendees at Batimat, Paris (30 September – 3 October), the international trade fair for the construction industry, where eco-responsibility took centre stage.

Explorer and researcher Christian Clot, founder of the Human Adaptation Institute, created Climate Sense, an immersive experience inviting visitors into a Climatic Chamber to feel the physical and societal impacts of extreme heat—provided they signed a waiver and were over 18.

The fair also highlighted sustainability with the ‘Art from Waste’ exhibition, showcasing creative works made from recycled materials provided by exhibiting companies. Workshops like the ‘Fuel Poverty Fresco’ used board games and mind maps to explore energy poverty, while the sixth annual ‘Meilleurs artisans de France’ saw craftsmen and women compete on the show floor over two days for the coveted ‘Best artisans of France’ awards.

In the ‘Renodays’ space, focused on energy-efficient home renovation, the 60m² Dorémi workshop offered practical, hands-on activities. With two technical setups, a materials library, and 20 sessions led by building professionals, visitors gained valuable insights into creating greener homes.

“The events and innovations showcased at the stands, the quality of networking hailed by the vast majority of participants, and the strong attendance at all the many talks prove that shows still offer a unique opportunity to explore and learn within a truly invigorating environment,” said Jean-Philippe Guillon, Director of the Construction Division at RX France and Director of Le Mondial du Bâtiment which returns to Paris Expo, Porte de Versailles from 28 September to 1 October 2026.

Buyers get to grips with performance fabrics

Industry leaders, designers, and fabric experts from top apparel brands like Adidas, Patagonia, Nike, and Columbia Sportswear converged on Portland, Oregon in record numbers in November for the Functional Fabric Fair Fall – Powered by PERFORMANCE DAYS®. They came to explore and experience the power of performance textiles from over 330 sustainable-certified suppliers.

Beyond the sold-out Sustainability Workshop and Expert Talks programme, the event featured show floor activations focused on new materials, technologies and sustainability, sparking fresh ideas and valuable connections.

One of the highlights was the new Design Lab (LIVE) demo area, where sustainable fashion designer Kelly Dempsey, known for her innovative upcycling work and TV appearance on Project Runway, created a performance garment in real-time. Using sustainable materials from exhibitors like FLYTEC, Hemp Fortex, and SHINDO, Kelly designed a hooded jacket that was later auctioned off during Happy Hour, with proceeds benefiting the nonprofit FABSCRAP.

Another exciting addition was the Bodywear Collective, curated by industry pioneer Nichole de Carle and sponsored by The LYCRA Company. It showcased the latest in underwear, swimwear, shapewear, and on-skin sportswear, featuring 3D demos, sourcing opportunities, and networking for professionals in the bodywear sector.

“This event is incredible and is the show to be at! It brings together some of the smartest people and top brands in the industry,” reflected Hoa Chang, Vice President of Technology and Sustainability at Phoenix Innovative Materials. “We had very productive meetings, and the whole experience was fantastic for our business!"

Functional Fabric Fair returns to Portland from April 14-16 2025 promising a sneak peek into the performance fabrics trends shaping the 2025/2026 Spring season.

For a head’s up on what’s in store at our face-to-face trade shows and pop culture events in 2025, check out our global calendar of events on the RX website.