For Mobile World Congress 2019, current Russian market leader Nexign was firmly focused on pitching its advanced technological solutions to a global audience of telecom operators and businesses, with a high impact 360 sq. metre stand that would communicate a dynamic new brand and extensive product portfolio.Â
We interpreted the brief into an experience built on technology and creative perception highlighting Nexign’s pragmatic, value-driven solutions, centred around innovation. As a company focused on the digital age, the design concept needed to provide an exciting showcase for Nexign’s latest technological advancements, creating an inviting and dynamic visitor flow dictated by technology and customer engagement.
The main section of the stand comprised 5 different levels of customer engagement: On-stand bar and lounge, demonstration pods, product demonstration table, private conference rooms and a tranquillity lounge. Each area of the stand had to promote Nexign’s brand and product portfolio without overwhelming.
As delegates entered the main section, they were greeted with an eye-catching product recognition table. This unique and interesting technology feature served as an engaging technological information station for all visitors to explore. The interactive touch screen table enabled visitors to search through Nexign’s product range, order coffees or smoothies to collect at the bar and book meetings with sales representatives to find out more information. The product table drove visitor engagement, taking them further into the Nexign world and encouraging a journey of discovery and linking to the demonstration pods.
The semi-enclosed angular design, inspired by Nexign’s new logo, utilised corporate colours, strategic lighting, space maximisation and plush furnishings to create a contemporary and calm environment, reflecting Nexign’s theme of ‘Digital Tranquillity’. We added an extra and informal dimension to this, with the on-stand bar and lounge designed as a cosy coffee shop, offering a modern relaxed networking area. Plush furnishings and information screens complemented with fresh smoothies and coffees to convince delegates to stay a little longer
The tranquillity lounge reinforced the idea of relaxation, as a tranquil environment away from the show floor with massage chairs in an oasis of calm. This was something never seen on the show floor before and was a real talking point during the event, drawing visitors to the stand to find out more.
Over the course of the 3-day event Nexign’s stand never had a quiet moment with stand attendance at an all-time high. Nexign were easily able to communicate their brand and product display clearly to all their visitors, something they had struggled with in previous years.
The design creativity created a welcoming and stimulating exhibit, highlighting the impact and importance of digital partnerships. This enabled Nexign to widen their range of partnerships with more global businesses located in Europe, an important KPI for the 2019 event based on building a global profile outside of Russia. The new stand design clearly communicated both their new brand and portfolio evolution on the world stage, positioning Nexign as a global player with an exciting future.
