Life of luxury?
Immersive Event & Booking System
A brand-led immersive ecosystem that funnelled high-value attendees into sales meetings, engaged 13k visitors, won multiple awards and earned praise from top Emirates executives.
Challenge
The brief was to translate Emirates’ Hello Tomorrow brand into a large-scale immersive experience. My role focused on the digital layer, shaping customer experience across interactive touchpoints. The challenge was connecting digital and physical moments seamlessly, then guiding visitors from exploration into structured sales meetings through an integrated meeting management system supporting clear commercial outcomes.
Approach
As Design Director, I supported the Art Director’s vision, helping integrate digital seamlessly into the physical space. The work relied on close, cross-functional collaboration between producers, technologists, architects, engineers, and our creative team. We built shared design systems and narratives, keeping the approach brand-led so strategic messaging flowed consistently through every layer of the experience.
Outcome
We delivered a connected digital ecosystem that unified touchpoints, interactions, nonlinear video, and VR. A Mobius-inspired interface echoed the building’s form, reinforcing flow and presence. These experiences were central to the customer journey, directing visitors into a bespoke meeting system. The work balanced brand impact with usability and accessibility, guiding people from exploration to sales conversations.
Impact
The experience delivered very strong results. Footfall increased by 51% from the previous year, with over 13kvisitors engaging at the stand and an average dwell time of 31.6 minutes. The project won Best Exhibition Experience and Best AR/VR Stand, receiving high praise from senior Emirates stakeholders for the quality and ambition of the work together.
Rollout of strategic immersive experinces
Exploration of physical and digital space
We explored how physical architecture and digital interaction could work as one connected system, using immersive touchpoints to guide attendees through branded moments, naturally funnelling engagement towards meetings, relationship building, and sales.
Decision of in brand and colour
At the heart of the Emirates brand is elegance and simplicity, allowing content and interaction to speak naturally. We refined the UI to sit seamlessly within the architecture, while using silver and gold selectively to signify celebration states and high-value attendees across physical and digital touchpoints.
Decision to give people space to talk
As important as the digital experience was, simplicity remained key. The user journeys were designed to work alongside human conversations, not dominate them. The overall experience centred on building real relationships, so the UX needed a light cognitive load, giving attendees headspace for meaningful personal interactions throughout the event.
Feature of our bespoke booking system
Booking systems aren’t sexy, but they sit right at the heart of the sales funnel. We designed a bespoke system to remove friction between attendees and sales teams, carefully balancing meeting hierarchies based on the real value and intent of each attendee.
Reflection
Working across cultures starts with understanding what clients value and how they do business
Brand needs to live in every aspect of the experience, from the macro to the micro
At the heart of every great project is a team that can adapt and iterate
