H'Up - Hybrid Event Hub

H’Up stands for “From Hanover to the World” 

During the pandemic, should you stream flexibly from Hanover to the world, host a physical live event safely on-site, or opt for a hybrid approach? Deutsche Messe makes it all possible.

 As part of its hybrid strategy, the company, in collaboration with its subsidiary event it, offers an in-house service that guarantees clients the successful execution of their events, no matter what. The service is built around an online event platform. This platform is used to set up an event and can be flexibly customized to meet specific requirements.

Online, hybrid, and in-person events—all from a single source 

© Kevin Münkel

New to the overall portfolio is H’Up—Hannover’s first multifunctional event venue with a permanently installed yet flexible streaming studio on the exhibition grounds. Deutsche Messe thus offers a modern alternative for hosting online, hybrid, and live events—all from a single source and in one location. Hall 18, with its 3,250 square meters, is being transformed into an urban-chic venue featuring five permanently installed streaming sets and technical equipment. The Stage, The Lounge, The Talk, The Product, and The MR are distinct individual stages capable of hosting everything from panel discussions and small-group conversations to interviews, product presentations, and even dedicated spaces for AR/VR mixed reality or holographic technology. The spatial infrastructure, 5G technology, and the permanently installed event and streaming equipment make it possible to host both ad-hoc livestreams and elaborately planned event productions for all brands and products. Even the integration of larger products, such as trucks and production facilities, can be easily accommodated.

"Traveling from Hanover to the rest of the world has never been easier"

© Kevin Münkel

 “H’Up is unique and, especially during the COVID-19 pandemic, an important new tool for customers to establish business contacts. The HANNOVER MESSE Digital Days paved the way. We succeeded in bringing the industrial trade show to the world digitally, thereby reaching the industry during challenging times and connecting customers with one another. With its ideal combination of online, hybrid, and in-person elements, H’Up continues our digital strategy. Reaching the world from Hannover has never been easier,” says Jochen Köckler, Chairman of the Executive Board of Deutsche Messe.

© Kevin Münkel

Another addition to Deutsche Messe’s hybrid initiative is the Media Factory, a complex of 15 film and sound studios located within walking distance of H’Up. The former NDR broadcasting center was acquired by Deutsche Messe and can be used for online and hybrid events as well as video and audio productions. The MEDIA FACTORY premises are also home to a creative hub specializing in digital B2B communication within the industry. It serves as a center for companies, institutions, and creatives working on client projects, either individually or in groups.

The H’Up is already available for booking with all services. You can find more information here.