The extra-large telecom trade show exhibit IGE created for Mobily required the better part of a year to produce. It was the second large-scale project we did for the Middle Eastern brand. The design, strategic planning, fabrication and projection technology was managed by InterGlobal Exhibits. We also handled the installation, dismantling and production of the project.
The Show and The Client
Mobily is a telecommunications services company that provides fixed line, mobile communications and internet services in Saudi Arabia. When they launched mobile services in 2005, it broke the existing monopoly in the region.
The 2010 event was the 30th edition of Gitex Technology Week, the biggest IT event in the Middle East. 3,500 companies from more than 65 countries exhibited to almost 135,000 attendees.
The IGE team spent 6 months designing the elaborate exhibit. We first started with the identification of Mobily’s divisions and product offers, followed by lounge areas, state-of-the-art displays and experience areas. We then quickly moved creative, design and project management resources to the Middle East to commence 3 months of local production. The goal was to showcase the brand as a leading communication and technology company. The big challenge was keeping the multiple business units within the exhibit while maintaining a clean, high-tech environment. The experience also needed to accommodate fully interactive promotions and activation features. Though one of our most daunting international projects, it won a MOD Design Award for Best Custom Exhibit.
- Size: 50 x 50 meters (27,000 square feet)
- 12 hanging signs
- 2 levels
- 50 screens