Think light, greenery and crystals when you picture MAX Atria, the new convention and event venue that opened in early 2012 adjacent to Singapore EXPO Convention and Exhibition Centre.  

It's only fitting that one of the first events it hosted was a TEDx conference on inspiration, new ideas and progressive solutions for the changing world. Innovation seems to also be at the top of the priorities list for Singex Venue Pte Ltd., which operates the complex.

Filled with natural light, the $55-million MAX Atria offers 32 column-free rooms with a total of more than 135,000 square feet of flexible meeting space, a courtyard garden and a rooftop lounge.

The venue was awarded the Green Mark Platinum standard by the Singapore Building and Construction Authority and puts a special emphasis on harmony with nature, hence the lush gardens, bamboo-scented spaces, and rooms named after crystals. The on-site catering offers a fusion of local and international flavors and can accommodate up to 1,000 attendees for a sit-down dinner with a view.

"In Asia, there's a growing emphasis on mid-size events that target specific geographical regions or industries," said Aloysius Arlando, Singex CEO. "MAX Atria is unique equipped to accommodate this trend."

Arlando noted that while large trade shows are back to experiencing 5-10 percent growth, many organizers are looking into more frequent but smaller events in this promising region of the world. Singex also is riding this wave and already has partnered with Fiera Milano, Koln Messe and UBM, among global show organizers.

It also produces WasteMET Asia, CleanEnviro Summit Singapore and SITEX, a consumer electronics and IT show with over 900,000 attendees.

Among the fastest-growing industries in the region, Arlando notes recycling, use of water, education, healthcare, IT and media development.

"The trade shows of tomorrow will focus not only on showcasing products but also on providing a setting for an intellectual experience and knowledge building," Arlando said about the new MAX Atria offering top-notch meeting and convention space steps from the trade showfloor.

The adjacent Singapore Expo Convention and Exhibition Centre, also managed by Singex Venues Pte Ltd, features 1,323,690 of indoor and outdoor space, comprised of 10 convention exhibition halls, four conference halls, meeting rooms and mobile conference rooms.

It hosts an average of 600 events a year and welcomes more than 6 million visitors to trade shows, conventions, corporate meetings, banquets and consumer shows. 

The complex is about 10 minutes from Changi International Airport, fifteen minutes from downtown and has its own subway stop.

Arlando also sees the events at this venue as a potential stepping stone to the rest of Southeast Asia, especially for organizers new to venturing into new markets.

"Singapore can be a good test market for other parts of Asia," Arlando said. "In a sense, it's Asia light."