What a night! On Thursday, March 13th, the Grand Opening of the ATAG Live Experience Center took place in the HAUT building in Amsterdam. To make this special moment even more impactful, MIES PR was asked to organize the PR and promotion surrounding both the grand opening and the new Experience Center.

The assignment had two main goals: attract both trade and consumer media to the event on March 13th, and generate as much free publicity as possible for ATAG Live in the coming months.

The briefing for the event was clear: make it buzz. And it certainly did. What a crowd, and what an impressive media turnout! Together with international guests and leading professionals from the interior, design, and culinary industries, visitors enjoyed live cooking by Michelin-star chefs, wine tastings curated by sommeliers, and music by DJ Amonita.

Especially for ATAG Live, renowned designer Sabine Marcelis created her tallest artwork to date. As the highlight of the evening, her light sculpture BEACON was unveiled, with trendwatcher Monique van der Reijden moderating the moment.



With full bellies and big smiles, guests headed home after a festive evening—of course, goodie bags in hand.

To deliver on the second objective (and hopefully exceed it), a series of press releases was prepared, each highlighting a different aspect of ATAG, the Experience Center, the collaboration with Sabine Marcelis, and ATAG’s product portfolio. By distributing these accessible, engaging, and content-rich stories—alongside strong visual material—over several weeks, ATAG remains top of mind and highly visible in both trade and consumer media, in print and online.