Challenge
EUROCONTROL went to ATC Global in Beijing to introduce its software to emerging markets. Many visitors were meeting the organisation for the first time. They needed to see the software working before they would sit down to talk about it.
New markets need to see the software working before they’ll sit down to talk.
Creative response
Two zones on one stand: an open demonstration area at the front to start the conversation, and a calm lounge at the rear to continue it.
Experience
From the aisle, visitors could see straight into the demonstration area, with screens and stools along the open front. Tall glass fins drew a line between the demos and the lounge behind, where white sofas and a map of Europe set the scene for longer meetings. People could move from a demo to a meeting without leaving the stand.
Results
Beijing
ATC Global as a gateway to emerging markets
Open demos
Front-of-stand demonstration area to engage visitors
Lounge
Relaxed rear space for deeper conversations and meetings
EUROCONTROL’s software, demonstrated at the front and discussed in the lounge behind.
