Airbus FCAS ILA 2024

FCAS: Concrete Milestones for the Project and the Brand

FCAS at ILA 2024: Vision becomes Reality and Experience

• The customer journey provides concrete support for communication
• Immersion, interaction, didactics: The entire brand on 160 square meters
• Immersive demonstration room for top decision-makers

Challenge and Concept

At ILA 2024, FCAS moves into the next phase of its communication and persuasion efforts: The brand now aims to demonstrate that concrete milestones have been reached and that the first "deliverables" are not only shaping the future but are already "game changers" today.

Our approach: the development of FCAS communications through a new customer journey. The architecture and experiences were also to be taken to the next level to make the FCAS project brand intensively tangible across 160 square meters at ILA.

Development

We divide the customer journey into three phases, creating a seamless transition from information to interaction and in-depth dialogue. The concept relies on dynamic shapes, strong contrasts, precise lines, as well as lighting and creative technology to underline both the reality and the innovative strength of FCAS:

• Phase 1 - Reception and Briefing Zone: An interactive briefing exhibit featuring a "touchable" hologram allows intuitive control and immediately immerses visitors into the world of FCAS.
• Phase 2 - Demonstration Room: The immersive "Mission Control" room with an impressive interactive demo table, engaging motion design elements, and XL illuminated graphics is the centerpiece of the presentation. Lighting design emphasizes the dynamism and precision of the architecture. In live “Serious Video Games, top decision-makers and Airbus experts can test and showcase advanced operational concepts using AI.
• Phase 3 - Networking and Refreshment Zone: A bright, inviting space for in-depth discussions and networking completes the Customer Journey.

Implementation

The major evolution of the architecture and design concept takes the FCAS presence to a new level. Clear messages, innovative technologies, and seamless transitions between zones create a well-thought-out and impressive trade show experience.

An stunning appearance that conveys FCAS's progressive developments, highlights the consortium's innovative strength, and positions the brand as a driver of the European defense industry.