MICS 2010 - The Review
Sun, entertainment, and professionalism were the ingredients of success for the MICS - Monaco International Clubbing Show. Here is a small re-cap of MICS 2010 held in the Principality of Monaco 2010.
For its first edition, the MICS made headlines by creating a 15-meter high structure with giant disco balls placed above a never-seen-before Monster Energy tank/DJ booth. The combination illuminated the entrance plaza of the Grimaldi Forum and set the tone for many ecstatic visitors. 10,000 m2 of business, demonstration, conferences and exchanges have contributed to make the MICS a landmark event as well as a unique meeting platform for the nightlife industry leaders.
Within three days, the MICS transformed the Grimaldi Forum into a gigantic nightclub where heads from the world’s leading nightlife companies, as well as the largest beverages brands and the most prominent events managers and artists gathered to talk business and plan ahead for the coming year in a festive atmosphere. In addition, we were honoured to receive HSH Prince Albert II during the inauguration ceremony, which was promptly followed by a personalized tour of the premises conducted by MICS CEO Richard Borfiga.
In total, no less than 10,134 professionals from the industry as well as 100 brands from 28 countries came to present, discover and share new products, ideas. The Ravel area was definitely one of the highlights of the exhibition where visitors had the opportunity to visit the elite of the nightlife industry and clubs such as VIP Room (France), Sankeys (UK), Blue Marlin Ibiza (Spain) or Soho Rooms (Russia) whilst sipping carefully crafted cocktails from the finest beverages brands such as Bacardi, who organized a spectacular flair bartending competition at the heart of the exhibition. More than 200 prestigious media partners including DJMag, E! Entertainment and Fox TV brought live coverage of the MICS whilst Radio Monaco broadcasted their radio show from the media center with many exceptional guests.
On the lower Diaghilev space, the spotlight was set on lighting, sound and new technologies with many leading brands armed with their latest products. Italian lighting company Clay Paky and Energy Group dazzled with their moving heads whilst Funktion One and Sennheiser provided a true acoustic experience. Visitors then relaxed at the Activision booth and learned how to mix to the rhythm of the latest hit game DJ Hero 2. Moreover, we are pleased to announce that Energy Group (Italy) has won the Ciribelli Award for being the most complete stand specialized in sound light and also for the design of the stand itself. Conferences organized by Futuria Production were held nearby and included a large panel of high quality speakers such as DJ Joachim Garraud, Toolroom Knights label founder Stuart Knight and owner of Sankeys Manchester David Vincent, which was recently voted number 1 club in the world by DJMag’s top 100 poll.
On the top floor, guests could admire the splendid view offered from “The Cloud”, the exclusive area specifically designed by brands Moët & Chandon and Belvedere Vodka.
Each night, the conclusion of the exhibition marked the beginning of the true party side of the event and the launch of the much-anticipated ephemeral nightclub: the MICS Club. Created and produced by world-famous venues Palais Club Cannes, Billionaire Porto Cervo and Sass Café Monte-Carlo, the club experienced immense success and record-breaking attendance throughout the three days where the world’s hottest DJs such as Avicii, Bob Sinclar or Joachim Garraud set the dancefloor on fire.
But the action was not just concentrated around the Grimaldi Forum; the entire Principality danced to the rhythm of the MICS! Through 33 night parties and side-events organized in our partner venues Black Legend, Brasserie de Monaco and Jimmy’z, the event attracted a large international audience; an unprecedented feat during the fall period. One of the highlights was the Feadz and Boys Noize party who both conquered the luxurious Jimmy’z nightclub with their unique Franco-German sound. The sensational FMX show organized by Monster Energy gathered more than 6,000 enthusiasts on the port of Monaco.
With live DJs spinning atop the Monster tank, the world’s top motocross riders including Edgar Torronteras, Nate Adams, Adam Jones and Remi Bizouard offered spectators a breathtaking spectacle, which was concluded by an improvised beat box performance by Torronteras. Celebrities, DJs, designers and industry leaders attended the FG DJ Awards, which was undoubtedly one of the most glamorous parties of the MICS. Whilst the ceremony was presented by Antoine Baduel, the packed audience greeted the likes of Chuckie and Jean-Roch.