The Next Generation of Corporate and Brand Attractions

  • Room: Conference Room 2 - Hall 2
Wednesday,September 29, 2021: 1330 - 1430


Yael Coifman, ICAE
Senior Partner
Leisure Development Partners
Bart Dohmen
CEO Unlimited Snow
Jordi Penas i Babot
Director Museu
Marca FCB
Stephanie Schaub
Hachez Chocoversum GmbH
Jesper Vilstrup
Managing Director
LEGO House A/S


Corporate brand centres and attractions have really shown a resurgence in the last several years, with landmark new openings such as the JW Centre in Edinburgh, LEGO House, Chocoversum, or the FC Barcelona Museum reinvention. The trend for attractions' incorporation of more technology and ‘theme park ‘lessons’ has led to a trend in creating ‘experiences’ not just museums.

This session will review this transformation and expansion of the sector and explore the different types of attractions ranging from the small boutique experiences to the landmark destination creating projects.  This will result in an active panel discussion with 3 leading operators of these brand/corporate attractions.  

Translation from English to Spanish and from Spanish to English will be available in this session.


All participants are requested to be fully vaccinated* or to have a negative Covid-19 test. It is the participants’ sole responsibility and personal accountability to observe those rules. IAAPA will not do further checks.

* A person is considered fully vaccinated 2 weeks after the 2nd dose of a two doses vaccine, or 4 weeks after one dose of a single dose vaccine.


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