The firm said the new department will deliver events "outside of the typical exhibitions arena" both in the UK and Europe.
SO Live director Martin Mochan said: "SO Group is thriving at the moment and with the support of our complete range of exhibition and event solutions we are best placed to support companies and agencies that are doing ‘live’ a little differently.
"Face to face will always have its place in the marketing mix and we’re here to make sure our clients are getting the most out of live experiences and using them to strengthen their brands position."
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