MC-squared

What MC-squared does

MC² is an integrated brand experience solutions agency that designs, fabricates, and executes exhibits, trade show booths, corporate events, mobile tours, experiential activations, permanent installations, and virtual/hybrid events for large enterprise clients. Founded in 1999 through the merger of five industry companies, the firm operates as a wholly-owned subsidiary of MCH Group — a publicly traded Swiss live marketing company listed on the SIX Swiss Exchange — and is headquartered in Paramus, New Jersey, with 251–500 employees. Named clients span consumer electronics (Samsung, John Deere), industrial and construction (Caterpillar), entertainment (Disney), eyewear (EssilorLuxottica), food and consumer goods (Unilever, Hershey, Reynolds), and automotive/technology (HD Hyundai, SK Group, Motorola Solutions).

The company's core technology stack combines in-house creative direction, 3D and CAD design, CNC-driven wood shops and fabrication, integrated graphic production, prototyping, and mass production — supported by 600,000+ square feet of dedicated storage and staging across 11 warehouse locations in the U.S. and Germany. Proprietary offerings include the Thunder reusable structural system (which kept more than 15 kilometers of materials in circulation in 2025) and the FlexBox portable activation product. Service lines are organized around Exhibits & Trade Shows, Events & Conferences, Permanent Installations, Mobile Tours, Experiential Activations, and Virtual & Hybrid Events, with enabling capabilities in strategy, account and project management, content development, logistics/field services, and warehousing.

MC² generates revenue through project-based B2B professional services engagements sold via direct enterprise field sales, often structured as multi-year contracts with long-tenured clients (87% retention at 3+ years, several 15+ year partnerships). The go-to-motion is reinforced through physical presence at the largest industry trade shows — CES, CONEXPO-CON/AGG, NACS, G2E, AUSA, Vision Expo — which serve simultaneously as delivery venues for existing clients and lead-generation channels for new accounts. In 2025, the firm delivered more than 1,500 projects across 40 states and 30 countries, added 75 new client partnerships, and logged over 500,000 labor hours.

Name

MC-squared

Legal name

MC²

Website

https://mc-2.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

251–500 employees

Short description

MC² is an integrated brand experience solutions agency that designs, fabricates, and executes exhibits, trade shows, events, and experiential activations for large enterprise clients across multiple industries. It is a wholly-owned subsidiary of Swiss-listed MCH Group and operates 11 warehouses spanning 600,000+ sq ft.

Ownership category

akta.pro rank

Product category

Brand Experience Services

NAICS

Indoor and Outdoor Display Advertising (541850), Graphic Design Services (541430), Graphic Design Services (54143), Interior Design Services (541410)

SIC

Miscellaneous Furniture & Fixtures (2590)

akta.pro primary industry

Custom Booth & Stand Design (Concept, 3D, Branding) (THAHAHAA)

akta.pro secondary industries

Event Strategy & Experience Design (BPAFAGAA), Environmental & Experiential Brand Design (Retail/Exhibit/Signage) (MPAAAEAG), Graphics Production & Large-Format Printing (Banners, Wraps, Signage) (THAHAHAG), Modular & Portable Display Systems (Pop-Ups, Tension Fabric, Kits) (THAHAHAC), Exhibition, Retail & Experiential Design (BPAHAKAL)

Keywords

• Brand experience services
• Trade show exhibits
• Event production
• Experiential marketing
• Exhibit fabrication

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices11 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. B2B Brand Experience Services: MC² generates revenue through providing comprehensive brand experience services to enterprise clients, including exhibit design and fabrication, event production, mobile tours, experiential activations, and permanent installations. Revenue is generated through project-based engagements with long-term client relationships.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

MC² designs, fabricates, and produces brand experiences for enterprise clients, spanning exhibits and trade shows, events and conferences, permanent installations, mobile tours, experiential activations, and virtual/hybrid events. The company operates as an integrated brand experience agency with in-house design, fabrication (including CNC-driven wood shops), and event production capabilities, delivering end-to-end turnkey engagements under multi-year client relationships.

Product overview

MC² is an award-winning brand experience solutions agency that operates as a single integrated offering rather than a modular platform. The company's core products are its service offerings: Exhibits & Trade Shows, Events & Conferences, Permanent Installations, Mobile Tours, Experiential Activations, and Virtual & Hybrid Events. These are supported by internal capabilities including Design Services, Fabrication & Millwork, Event Production & Onsite Management, Strategy Services, Logistics/Installation/Field Services, and Storage/Staging/Warehousing (with 600,000+ sq ft across 10 locations). The company also operates the Squared Away Podcast for industry thought leadership and maintains initiatives like Women in Events and the Squared Effect Internship Program. MC² is part of MCH Group and delivers projects across 40 states and 30 countries, completing over 1,500 projects annually with 87% of clients working with them for 3+ years.

Differentiator

Problem solved

Functional benefit

Products and services

• Exhibits & Trade Shows Turnkey exhibit production services for trade shows and exhibitions, providing strategic and captivating designs to create award-winning floor presence for enterprise brands.
• Events & Conferences In-house event production capabilities spanning multiple stages and all shapes and sizes, tailored to selected audiences, with over 20 years of experience producing events and conferences for enterprise clients.
• Permanent Installations Permanent installations for briefing centers, offices, and retail spaces, painting brand awareness and values through permanent fixtures within corporate locations.
• Mobile Tours Award-winning mobile road tours and vehicle modifications that build brand awareness through strategic pitstops and increased impressions for enterprise clients.
• Experiential Activations Unique, immersive experiences that captivate audiences through thinking-outside-the-box activations designed to live on for years, for enterprise brand clients.
• Virtual & Hybrid Events Digital reach enhancement through virtual or hybrid event solutions that capture broader audience attention and attendance for enterprise clients.

Quantifiable outcome

• 87% client retention for 3+ years
• +2 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core, flagship and minor.

• CEMA (Corporate Event Marketing Association)coreStrategic or Co-development Partner · 1 April 2026Women in Events (WIE) is a collaborative initiative developed in partnership between MC² and CEMA, created to explore and support the evolving role of women across the events industry. The initiative focuses on leadership, career development, equity, inclusion, community, visibility, and advocacy.
• Art BaselflagshipStrategic or Co-development Partner · 1 January 2025Samsung unveiled its official partnership with Art Basel (fellow MCH Group sister company) at CES 2025, bringing high-quality art to a wider audience through Samsung Art TVs featuring over 20 pieces from Art Basel Hong Kong. MC² supported this partnership through Samsung exhibit builds.
• More Than Bootstraps (MTB)minorOthers · 1 November 2024MC² partnered with More Than Bootstraps to support aspiring students from underrepresented communities, aligning with the company's Squared Effect internship program and diversity initiatives.
• MCH GroupflagshipStrategic or Co-development PartnerMC² is an MCH Group company and part of the Live Marketing Solutions division. MCH Group is a leading global integrated live marketing company with a comprehensive services network spanning the entire exhibition and event market. This parent relationship provides MC² with global reach, strategic direction, and access to MCH Group's event industry ecosystem.
• Cheil WorldwidecoreImplementation/ SI/ Consulting PartnerCheil Worldwide partnered with MC² for Samsung Electronics' CES exhibits, including the #1 ranked exhibit at CES 2025. Cheil provides creative direction while MC² handles fabrication and execution.
• SIMMETRICOcoreImplementation/ SI/ Consulting PartnerSIMMETRICO partnered with MC² for EssilorLuxottica's CES 2024 activation that earned Gold Finalist recognition at the EX Awards.
• PineRockminorImplementation/ SI/ Consulting PartnerPineRock collaborated with MC² and NMR Events on Disney Upfront 2023, creating a breathtaking spectacle across five floors at the Jacob Javits Center.
• NMR EventsminorImplementation/ SI/ Consulting PartnerNMR Events partnered with MC² and PineRock on Disney Upfront 2023, contributing to the event's recognition with a Silver award for Best Overall B-to-B Environment.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• George P. Johnson (GPJ): GPJ is a global experience marketing agency focused on brand activations, events, and trade show exhibits for enterprise technology and consumer brands. It pursues the same enterprise RFPs as Mc², including CES tier-one accounts, and offers a comparable strategy-to-execution service model.
• Sparks: Sparks (now part of Freeman) is a global experience design and production agency that builds large-scale exhibits, brand activations and immersive environments for enterprise clients. Its consumer-tech and CES roster directly overlaps with Mc²'s Samsung-, Motorola- and similar-tier accounts.
• Jack Morton Worldwide: Jack Morton is a global brand experience agency within the IPG network, delivering experiential marketing, events and digital experiences for enterprise clients. It is a frequent co-bidder with Mc² on consumer electronics and large B2B brand experience engagements.
• GES (Global Experience Specialists): GES is one of the largest global exhibit and event service providers, offering design, fabrication, logistics and on-site services to enterprise brands at major trade shows. It directly competes with Mc² for the same CES, CONEXPO and corporate accounts and operates a comparable vertically integrated model.
• MAS Event Design: MAS Event Design is a strategic event and exhibit agency delivering custom design, fabrication and production services to enterprise brands. It competes for similar mid-to-large B2B trade show and corporate event engagements as Mc².
• Czarnowski: Czarnowski is an exhibit and event marketing firm specializing in brand experiences, custom exhibits and museum-quality installations for enterprise clients. It is a recognized direct competitor in the design-driven segment of trade show and experiential work that Mc² serves.
• Freeman: Freeman is the largest North American brand experience company, delivering custom exhibits, event production and audiovisual services to Fortune-level enterprise clients. It is the closest large-scale competitor to Mc², frequently listed alongside it on EXHIBITOR FindIt Top 40 and Event Marketer Fab 50.
• Derse: Derse is a long-standing exhibit and event marketing company providing custom exhibit design, fabrication and on-site services for enterprise clients at major trade shows. It is regularly named alongside Mc² on industry top-builders lists and serves overlapping CES and corporate-event accounts.
• Allied Global Marketing: Allied Global Marketing is an experiential and event marketing agency providing trade show exhibits, brand activations and integrated campaigns to enterprise clients across multiple verticals. It is a comparable direct peer in the exhibit-and-experience space targeting similar mid-market and enterprise budgets.
• MKG (Mixed Makeup Group): MKG is a global brand experience agency offering event marketing, trade show exhibits, and experiential design services for enterprise brands. It pursues the same enterprise experiential RFPs as Mc² and serves overlapping consumer-electronics and corporate-event clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MC2_Exhibits
• YouTubevimeo.com/mc2experience
• Facebookfacebook.com/MC2Exhibits
• LinkedInlinkedin.com/company/mc2-experience
• Instagraminstagram.com/MC2experience

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MC-squared