At the IFA 2006 in Berlin, O2 Germany's tradeshow exhibit focused on providing first-hand experience of the brand. Tradeshow visitors – mostly private customers at IFA for whom the advantages of the exhibits were to be intuitively clear – had the opportunity to learn about O2's offerings in a playful setting. For the presentation of services and products, we developed so-called cubes – spaces within which visitors would immerse themselves in a media 'world', experience the O2 offerings interactively and discover their usefulness in everyday situations. Mirrored glass walls provided the central architectural element within the landscape of the exhibition stand. They formed the outer walls of the cubes and enhanced the atmospheric effect of the 'media cloud', which hovered above the heads of visitors as a 1,000 square metre colour screen.
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