Think at IBM Pop-up-Experience

Category

Architecture, Best Store Concept

Status

Winner

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Main Concept
Concept Summary

Increase brand relevancy for IBM’s B2B core audience, re-introduce the IBM brand to the public and shape a fresh, contemporary image that represents key values of the brand: Innovation, agility and continuous transformation. Over 6 weeks in the summer of 2019, IBM invited its clients, partners and the public to the Bikini mall in Berlin. Approximately 80 individual events took place on over 1,700 sqm, with the mall operating as usual. Several spaces spread out across the venue were built-out to be the Think at IBM experience backbone. This consisted of a main store including exhibition area & design thinking garage, a rooftop terrace, a pop-up box on the ground floor and additional smaller session spaces. To make this possible, the architecture and design allowed for a maximum of flexibility. Wooden cube modules called Pixels, designed by company Bene, were used for the easy construction of plenary seating, grandstands and different types of furniture. Soundproof curtains in the main store enabled immediate conversions from a main tent setup for up to 250 people into breakout areas for smaller groups. Due to the extended duration of the event, most of the furniture was bought and will be reused at IBM offices or further events, which ensures a more sustainable approach and leverages the look & feel created. Overall, the applied design language and the improvised character of a pop-up formed a casual atmosphere, creating the impression of an entirely new and fresh IBM. With planning time of less than 5 months, the GPJ IBM team pioneered & successfully delivered a trailblazing event experience in the B2B domain to overwhelmingly positive attendee feedback.

Roles
George P. Johnson GmbH
fairtec Kommunikationstechnik GmbH
LIVE DIRECTORS GmbH
Kunde
IBM Deutschland GmbH
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