ABB
Making complex technology easier to explore
The Design Approach
The design challenge was to create a cohesive presence for ABB’s range of automation technologies while accommodating spaces for demonstrations, browsing, and meetings. Each activity required a distinct area within an environment that visitors could easily understand.
The layout features demonstration islands positioned along the open edges, allowing visitors a direct view of the technology and serving as a natural starting point for exploration. Product displays are arranged around the perimeter, while a semi-private meeting area provides separation for longer discussions.
An illuminated overhead canopy connects these areas, giving the booth a recognisable profile across the exhibition floor. White surfaces and controlled red accents reinforce ABB’s identity throughout the architecture, ensuring that the equipment and displays remain visually prominent.
Key Features
Open approaches make the demonstration areas visible from the aisle and offer several entry points.
Separate display and meeting zones allow product exploration and conversation to happen side by side.
Integrated lighting and consistent display framing bring different technologies together within a unified environment.
The design establishes a spatial direction for further technical development, with equipment clearances, visitor circulation, power and data, and canopy construction requiring coordination before production.
An exhibition design that brings robotics, product discovery and business conversations into one clear spatial layout.
