Background:

When Nobia inaugurated Nobia Park in Jönköping, it was not simply the opening of a new factory. It marked the largest investment in the company’s history and the launch of what is described as Europe’s most modern kitchen manufacturing facility. Built with advanced automation, digitalization and Scandinavian design at its core, the factory operates with 100% renewable energy, climate-smart transport solutions and BREEAM Excellence certification, positioning it as a clear example of how Swedish industry can contribute to the green transition.

For Marbodal, Nobia Park represents a significant step forward. The new production environment enables trademarked innovations such as ToneTech™ and PrimeShell™, where design, quality and sustainability intersect to create tangible customer value. But the inauguration itself was about far more than showcasing a state-of-the-art facility. It became a strategic opportunity to gather leaders, key stakeholders, retailers, press and sales teams to anchor the vision, ambition and long-term direction of both Nobia and Marbodal.

The planning:

The communication planning for the event began approximately ten months in advance. From the initial save-the-date to the formal invitation and registration process, every touchpoint was carefully considered. In the weeks leading up to the event, Ventla’s event app was launched and gradually activated, becoming a central platform for both information and engagement. Experience had shown the team that thorough communication early in the process has a direct impact on the quality of the event itself. It is about setting the right expectations, ensuring participants feel secure regarding practical details such as timing, accommodation, logistics and program content while still preserving curiosity about what they will experience on site.

Communication was not viewed merely as a practical necessity, but as an integrated part of the overall experience. Each message, reminder and push notification helped build anticipation and familiarity. By the time participants arrived in Jönköping, they were already prepared and confident in the structure of the days ahead. That sense of security created calm and allowed participants to focus fully on the content and conversations rather than on practical uncertainties.

Clear internal division of responsibility was essential. Nobia managed the overall information related to the inauguration at Nobia Park, while Marbodal packaged that information together with its own brand-specific agenda for activities held outside the factory, including sessions at Elmia in Jönköping. Close collaboration and dialogue ensured that the message, tone and narrative remained consistent throughout the entire experience, despite multiple stakeholders being involved.

The process:

Participants were encouraged to register early, download the event app and create a personal profile. This made it possible to begin building dialogue and community before the physical event days. The experience effectively started weeks in advance, strengthening engagement and fostering relationships ahead of time. To further enhance relevance, the two-day event was divided into separate digital channels within the app, giving attendees access only to the information relevant to the day or days they were attending. This minimized information noise and made communication feel personal and targeted.

As with any large-scale event, last-minute adjustments were inevitable. The digital structure, however, made it possible to distribute updated information in real time to the right participants without causing confusion. During the event itself, the app continued to play a central role through agenda updates, push notifications, activity feeds and interactive elements such as competitions. The combination of structure and interactivity created a sense of presence and active participation. Attendees were not passive recipients of information but contributors to the atmosphere and dialogue.

The results were evident. Participants expressed high satisfaction with the communication before and during the event, and the app was widely appreciated. Most importantly, the atmosphere during the inauguration reflected preparedness, confidence and engagement. Attendees arrived well-informed, allowing discussions to move quickly beyond logistics and into deeper conversations about strategy, vision and the future direction of the business.

The inauguration of Nobia Park therefore became more than a celebration of a new production facility. It demonstrated how strategic, thoughtful communication can build security, strengthen commitment and foster pride. In that sense, the opening was not only about launching a factory, but about reinforcing a shared belief in where the company and the industry, is heading next.