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work

Growing together — with Vodafone at the OMR Festival 2023

client:
Vodafone
region:
EMEA
  • Architecture36
  • Build66
  • Concept Design97
  • Consumer37
  • EMEA58
  • Events51
  • Architecture36
  • Build66
  • Concept Design97
  • Consumer37
  • EMEA58
  • Events51

Introduction

For Vodafone, people are the centre of attention

At the OMR Festival 2023, we set a strong statement for Vodafone with our concept. As a full-service agency, we designed a platform which promotes shared growth, exchange and finding solutions.

The Challenge

Better together

Vodafone as a brand is all about togetherness, trusted partnership, and human centricity. The OMR festival reflects this as an event, where people from multiple backgrounds come together, connect, inspire each other, thrive, and learn.

The claim “growing together” derived from this very mentality: on the one hand, it's about growth and development. On the other hand, it's about connecting and bonding with clients and partners. To live up to the claim, a captivating experience space was created, which impressed with sculptural trees in the centre.

What We Did

Changes of perspective and exciting communication occasions

On 1,000 sqm we designed an experience space that guided the curious OMR audience through Vodafone's brand and product world. The architecture promoted exciting changes of perspective, inviting people to discover, share and linger.

The tree-shaped sculptures as central design element were carefully developed and brought to life. Throughout the development phase, we considered decisive factors such as aesthetics, structural stability, and the delicate form. Using 3D modelling and prototyping, feasibility was tested to gain a full understanding of the shape, the scale, and the structure.

How We Delivered

Warm colours, naturality, and flowing shapes

The seven-metre-high trees blended seamlessly into the overall design, leaving a lasting visual impression, and creating an inviting atmosphere. Light installations also enlivened the scenery. The trees were surrounded by the product and showcase arena. 20 showcases inspired the over 70,000 OMR guests according to the Vodafone central theme THE NEW GIGA.

The space offered an impressive experience for different guests and target groups alike. For two days, Vodafone inspired the colourful audience with innovations and a brand attitude that allowed to grow together.

The Key Facts

Project: Vodafone Experience Space at OMR Festival 2023

Task: Vodafone as the exclusive content partner of the OMR Festival inspired numerous guests with innovative products, content, and solutions. The 1,000 sqm experience space addressed the colourful, heterogeneous audience on a human level as well as on a product and brand level.

Solution: Five theme clusters and three experience levels guided the OMR audience through the space, cultivating openness and setting impulses. Seven-metre-high trees made of fabric and light installations acted as an expressive sign in the centre. Under the roof of the trees, a safe space for lingering and exchange was created.

Result: Two days, more than 70,000 Vodafone partners and customers experienced the company in a playful new way. The togetherness thrived from the interplay of architecture, design, and showcases.

Numbers

2 days

3 communication levels

5 topic clusters

7-metre-high trees

20 showcases

1,000 sqm booth

70,000 guests

What They Said

As one of the main sponsors of the OMR Festival, we wanted to have our product and solution portfolio portrayed in a way that is not only spectacular but also welcoming. Uniplan convinced us with an approach that was very architectural and spectacular. The trees we had, which were specifically manufactured for us, were the epitome of our motto growing together.
— — Susanne Speil, Head of Brand Experience Vodafone

What They Said

We tried various designs from different complexities but the one we liked the most was evolved from the curves of Vodafone’s speech mark itself. We took the curves and made it bloom as 13 meters foliage. So, the challenge was to create a huge presence that’s not solid yet very impressive and true to scale.
— — Priyank Soni, Concept Designer Uniplan

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