The Porsche AG used the innovative Conference, one of the biggest start-up events in the world, in Helsinki/Finland to provide insights into how a company can successfully shape the future together with start-ups. True to the claim "The future in your hands", which was specially conceived for the event, Porsche AG offered young tech entrepreneurs the opportunity to present their own visions of the future and discuss them at eye level with experts from Porsche AG. In addition to an innovative, target group-oriented stand design, the brand experience agency tisch13 designed a coherent overall concept integrating both various large talk sessions and the Porsche Driving Experience. The stand concept included not only the visual and architectural design of the stand area but also the media presentation, the content of the talk sessions on the stand (including a coop. with WIRED Magazine enabled by tisch13) and the driving experience. The Munich company developed an innovative room concept on only 50 sqm, which despite the limited stand space created optimal situations for the diverse requirements: Designed as a double storey, the stand architecture formed – event from a distance – an effective contrast with diagonally placed wooden slats and LED lighting behind them. Three vertical LED screens could be moved freely within the stand area, thus creating extremely flexible room situations for the stand programme. The upper floor even provided the visitors with their own coworking space, only concealed by the LED covered with expanded metal. The open, innovative stand concept hit the nerve of the target group and ensured a lively exchange between the visitors.