The growth of Silicone Expo Europe at RAI Amsterdam

Attracting the right audience and growing your event year on year isn’t easy—especially in today’s saturated event landscape. But for Silicone Expo Europe, strategic partnerships have proven to be the key to scaling up.

Last week, the third edition of Silicone Expo Europe took place at RAI Amsterdam. But this time, something was different. For the first time, the event was co-located with the Gasket & Seal Show—a collaboration that signals the start of a bold new direction.

According to Nathan Reuby, CEO Select Global Events, this is just the beginning: “In February 2026, we’ll be launching Materials Week Europe—bringing five specialist shows together under one roof.” The ambition? To transform a series of niche technical events into one large-scale materials platform, appealing to a broader audience and creating more value for OEMs (Original Equipment Manufacturers).

Why RAI Amsterdam?
RAI Amsterdam has played a key role in enabling this growth. Nathan Reuby shares: “The relationship with the RAI makes things easier. We love working in Amsterdam—it’s accessible from the airport, and our exhibitors really enjoy their time here. The city itself has helped us grow.”

The accessibility of Amsterdam and the support of RAI's event team provide the right foundation for international expansion and innovation. It’s this kind of long-term partnership that enables organisers to think beyond a single edition and develop a multi-year strategy for growth. We believe that strategic partnerships—whether between organisers, industries, or venues—are a powerful way to unlock growth. Silicone Expo Europe is a prime example of how co-locating events and aligning visions can lead to something bigger.

Pamela Peetoom, Business Development RAI Amsterdam: "We like to think along with organisers to bring their vision to life. During our collaboration, we cooperated on the launch of Materials Week and we look forward to welcoming this special event in 2026."

Evolving beyond the traditional trade show
Nathan Reuby also recognises the shifting expectations of event visitors: “Attendees want more. It’s no longer just about walking around and doing business.” That’s why the team is planning to introduce interactive activations—like visual golf or a football shootout—to make the event experience more engaging and memorable. The move towards Materials Week Europe is already receiving positive feedback from exhibitors. By bringing together multiple sectors, the event will attract a more diverse visitor base and foster stronger networking opportunities.