Events agency Pulse Group has produced Emirates’ presence at travel show ITB Berlin (9-13 March).
This architectural project, designed and built by Pulse Group, is a three-storey structure, which offers an immersive Emirates experience.
Pulse Group’s brief was to translate Emirates’ Hello Tomorrow proposition and global success story into ‘an inspiring real world experience’.
Rob Sharp, managing director of Pulse Group, said: “We have worked closely with the Emirates team to create an expression of the brand that embodies the airline’s purpose and ambition. In a world without boundaries, defined only by people, their passions and the connections we make, Emirates is the enabler, inspiring this new world by connecting us with new and more meaningful experiences. This was the inspiration that drove the concept from a Mobius form and symbol of infinity to a world connected to Endless Possibilities.”
The installation took eight months to deliver and was designed for Emirates to showcase its products and services and to hold business meetings in a VIP area.
The ground floor tells the Emirates brand story through various interactive experiences surrounding its on-board products such as the First Class Suite, A380 Shower Spa and On-board Lounge Bar and the new Boeing 777 Business Class seats.
Together with the team at Emirates, Pulse Group helped expand the airline’s product experience from physical displays to immersive experiences, using digital elements such as virtual reality, content experiences, interactive journeys, and social media to let visitors engage with the brand.
The virtual reality experience allows guests to interact with the Infinite Possibilities architecture to choose experiences such as flying Emirates First Class or going on a behind the scenes tour of the Emirates-sponsored Arsenal Football Club.
The interactive screens let visitors compare cities by flight times, time zones, the weather, population size, and see what’s trending on social media. It can also toggle between routes and Emirates’ sponsorship properties all around the world.
Sharp added: “We live in a three dimensional world yet the focus of marketing has historically been two dimensional communications. Brands like Emirates have such an incredible story to tell and they appreciate the value of a live interaction and its ability to genuinely inspire people.
The second floor features meeting and hospitality areas where guests can experience Emirates’ hospitality and fine dining. The third floor is reserved for VIP guests and a majlis area which provides a break from the bustle of the event.