Acclaim for raising the bar at DSEI

BAE Systems' strategic vision aims to redefine its brand perception, transitioning from merely a defence manufacturer with conventional capabilities to positioning itself as a leading technological powerhouse with integrated capabilities.

The Defence and Security Equipment International (DSEI) event, held biannually in London, is one of the world’s premier defence and security trade shows. For BAE Systems, a global leader in aerospace, defence, and security, attending DSEI is a strategic priority that offers unparalleled opportunities to showcase innovation, strengthen partnerships, and reinforce its position as an industry leader.

To broaden its appeal and redefine its image from a defence manufacturer to a tech leader. This shift demanded a new approach to both stand design and storytelling.

Our concept: We reimagined the customer journey, prioritizing storytelling and impactful messaging over traditional product displays. Products remained central but were woven seamlessly into the narrative.

The stand featured a semi-open layout: ground-level access was unobstructed, while a suspended perimeter wall (starting 4 meters above) framed the space. Visitors began their journey on a mezzanine, reached via a staircase, offering a bird's-eye view.

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Award-winner: Technology event/experience EVENTEX 2024

The space enabled complex stories to be communicated clearly to diverse audiences, showcasing innovations such as Submarine technologies, Armoured Multi-Purpose Vehicles, UAVs, satellites, and cyber-defence systems.

M collaborated with stakeholders and experts to distil each product’s unique value. We focused on benefits, translating them into emotive visuals and simplified messaging to resonate with a broad audience.

Our content strategy used a pyramid structure: cinematic top-level messages conveyed emotional impact and core benefits with minimal text. Deeper layers featured real-world simulations and narratives tied to specific products.

Technical details were supported by info cards, animations, and smaller screens explaining functionality and system integration. Larger projections delivered bold, high-level messages, while finer details were reserved for more intimate, interactive formats.

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Award-winner: Storytelling EVENTEX 2024

This platform overlooked a striking 360 sqm projection space: two three-metre-high, 47-metre-long side walls and a three-metre-high, 26-metre-wide front wall. Imagine a floating U-shape of twelve single-decker buses, with immersive content projected across it. We called this the “interscape".

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Award-winner: Use of audio-visual EVENTEX 2024

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