Growing together
Vodafone
2023 / OMR / Hamburg
Uniplan
summary
People as center of attention
Vodafone's brief for OMR 2023 was clear: shift the conversation away from network technology and toward something more human. With OMR drawing a young, digitally native audience, the space needed to feel playful and participatory — a brand pavilion that lived the values rather than explained them.
core idea
Growing together
We translated Vodafone's brand purpose — Together We Can — into a spatial experience built around collaboration. Rather than showcasing technology, the stand created moments where visitors could co-create: triggering light patterns together, building visuals through shared interaction, and exploring content side by side.
key moves
Free float
An open plan with access from all sides gave visitors full freedom to move through the space at their own pace, drifting between showcases without prescribed routes or barriers.
Rest and Reflect
Two large fabric installations — inspired by the Vodafone speech bubble — anchored the atmosphere. Their slowly shifting colors set the mood across the entire booth, while the space beneath them offered a place to slow down and recharge.
Hospitality
The stand's main building was split by a bridge, giving invited guests a 360-degree view over the entire space — an elevated vantage point wrapped in a warm, relaxed environment.
my role
Creative lead for the architectural design from concept to delivery — defining the spatial narrative alongside the CD, leading material selection and design optimization, coordinating with technical partners, and aligning throughout with Vodafone's brand team.
outcome
Over two days, 70,000 people moved through the Vodafone pavilion. Across 1,000 sqm of floor space, 25 interactive stations organized around five topics offered a range of hands-on experiences — all within a colorful, high-energy environment.
