Surfing at the ITB
Synergizing the Analog and Digital
In March 2023, the annual International Tourism Exchange (ITB) took place again in Berlin. The ITB is considered the leading trade fair for the global tourism industry.
At this year's industry event, Eurowings Discover presented itself at the Lufthansa Group's trade fair stand. The task was to design an area that matched the Discover brand and combined emotional, dynamic and activating components. At the same time, these were to be in harmony with the Lufthansa Group stand.
For this purpose, a scenographic setup with an integrated surf simulator was developed, which encouraged the guests to try it out and have fun. The challenge was not only to visually represent vacation feelings, emotions of joy or longings for faraway places, but also to make them tangible in an aesthetic way.
The perfect wave
The idea behind the concept was therefore to stage the perfect emotion, the perfect momentum, i.e. the perfect wave.
We were inspired by the formal language of a wave and reduced it to its two-dimensional form. In this way, we were able to playfully transfer the corporate language of Eurowings Discover into the three-dimensional space.
The arrangement of individual wave discs created an image that could be perceived differently from different perspectives. It invited visitors to view the stand from different angles and immerse themselves in the wave. To enhance the visual impression, we worked with an LED back wall, which emphasized the moment of the perfect wave with the movements of the surfboards.
Visitors had the opportunity to compete on two surfboards. The balancing act on the surfboard was transmitted to an integrated screen, over which the guests digitally surfed after set points.
A Vacation Oasis in the middle of the ITB
In addition to the wave, a small beach lounge invited visitors to relax and linger. In the truest sense of the word, a small island was created for this purpose, which provided an interactive and activating time-out for visitors to the trade fair.
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