New location concept "SCALA" at Jaarbeurs


Inspired by the world-famous theatre, La Scala, in conjunction with partners IINII, Fraai Projecten, Coreworks and Mertens AVR, Jaarbeurs has developed a new venue concept. At SCALA, a maximum of 650 people can gather together in a corona-proof manner during corporate events, conferences and cultural performances.

SCALA was developed in conjunction with these partners and facilitates the organisation of impactful, safe live gatherings. This summer, SCALA will be constructed at Jaarbeurs’ Event & Exhibition Centre, allowing organisers to use this temporary concept from 25 September 2020 through to 31 December 2020. This is a ready-to-use structure with plug & play facilities. Organisers can interpret the venue as they wish. Read more about SCALA here.

Peter van der Veer, Commercial Director of Jaarbeurs, is looking forward to Scala: “In these times, live gatherings are more valuable than ever before. At Jaarbeurs, we know everything there is to know about that. We have the space and the equipment to facilitate safe gatherings. In addition, we are always looking at how we can add value to an event. Through SCALA, we create a unique experience for guests. Our inspiration for this venue concept comes from Milan, where the La Scala theatre is located. I am looking forward to the completion of SCALA and the great events that can be held there.”

The theatre
SCALA comprises three storeys with 129 boxes, separate staircases and walkways. This creates an intimate setting where everyone can sit safely in their own box, yet close to the stage. Vertical seating brings the experience close to guests, allowing everything to get the undivided attention that it deserves.

Rob de Otter, Founder & Owner van IINII, explains: “If you invite people, you have to be able to guarantee their safety. SCALA brings people together (safely). From corporate to cultural events and from conferences to shows. At a genuine one and a half metres, yet close by. Valuable gatherings in a fantastic ambiance, that is SCALA.”

The Spacer
To guarantee safety and 1.5-metre distancing before and after events at SCALA, the Spacer is used in the foyer. This is a mobile and multifunctional piece of furniture at standing table height. Read more here about the Spacer.

Jaarbeurs has also taken a range of other measures. View the measures here.