ADB SAFEGATE is an internationally active specialist in smart airport technology. At its new headquarters and production facility in Machelen, the company brings together research and development, production, and management. The inauguration was intended to make this combination of Belgian roots, technological expertise, and international ambition visible and tangible to employees, customers, partners, and policymakers.

On April 23, 2026, the ADB SAFEGATE marketing team in Dubai asked TMAB to plan and execute the official inauguration of the new headquarters within six weeks. The event was intended to bring together approximately 100 external stakeholders (including customers, partners, and policymakers) and 200 employees. With the attendance of Deputy Prime Minister Jan Jambon, among others, already confirmed, TMAB was tasked with the overall concept, program structure, visitor flow management, the official opening ceremony, and operational execution.

During a site visit with the CEO’s personal assistant and the facilities manager, TMAB analyzed the possibilities and operational limitations of the new complex, which consists of offices, a production hall, and a warehouse. Based on this analysis, TMAB developed the complete event plan: from the reception and official inauguration to the company tour and closing reception. Special attention was paid to the timing and flow of the two target groups, who came together at certain times and followed separate programs at other times.

TMAB translated ADB SAFEGATE’s brand identity into a consistent event environment that highlighted the company’s Belgian roots, technological expertise, and international presence. The corporate colors were consistently applied to the runner, furniture, carpet, decor, and signage. Banners, flags, and staff provided a warm welcome and clear wayfinding from the parking lot and throughout the building.

The central concept revolved around a carefully orchestrated reveal. External stakeholders (VVIPS) were welcomed via a blue carpet and then led to a temporary “black box” set up between the offices and the production hall. Employees accessed the same space through a separate entrance. After the presentations and the symbolic ribbon-cutting, the black curtains opened to an audiovisual accompaniment, and the production hall was unveiled as the visual climax. Afterward, the employees returned to their workstations via the rear exit, while the VVIPS began their tour of the facility in four language groups. In this way, TMAB combined a joint official ceremony with efficient crowd flow and minimal disruption to production activities.

During the company tour, the stakeholders were introduced to ADB SAFEGATE’s operations, technology, and production capacity. The tour was therefore not a standalone part of the program, but a substantive extension of the inauguration: the new headquarters was used to concretely showcase the company’s international expertise and Belgian manufacturing. The “Made in Belgium” message was presented to all attendees as a strong brand of this global leader.

After the tour, TMAB provided two separate hospitality options, tailored to the program and the needs of both target groups. External stakeholders were treated to a standing lunch on the mezzanine overlooking the production hall, allowing for informal networking within the context of the visit. At the same time, a lunch buffet was organized for employees in a separate room, fitting in with their workday and the operational schedule.

TMAB bore full responsibility for the concept, consulting, preparation, and execution. This included detailed planning, supplier management, audiovisual production, catering, infrastructure, furniture, set design, branding, staffing, and full on-site coordination during setup and the event itself. Event communications included, among other things, the production and distribution of personalized badges, signage, practical participant information, language assignments, and guidance for the guided tours. During the preparation phase, one dedicated project manager and one project assistant centralized coordination between the marketing team in Dubai, executive support, and the facilities team in Machelen.

Relevance of this showcase

• Within a six-week preparation period, TMAB developed the entire concept and the participant experience from scratch, from scenography and program structure to visitor flow, communication, and execution.
• A dedicated TMAB project manager and project assistant coordinated the intensive international collaboration between the marketing team in Dubai, executive support, and the facilities team in Machelen.
• The event brought together 300 employees, political representatives, and business stakeholders over the course of half a day. The inauguration, multilingual tours, and separate hospitality programs were carried out without unnecessarily disrupting the operational activities of the production site.
• The concept translated ADB SAFEGATE’s Belgian roots, technological expertise, and international ambition into a consistent event and brand experience.