Mobility of the future, presented TODAY
General Dynamics at Eurosatory Paris 2022
General Dynamics at Eurosatory Paris 2022
THE CHALLENGE
General Dynamics European Land Systems (GDELS) arrived at Eurosatory 2022, the world’s largest land defense and security showcase, with a clear mission: to present a new generation of military vehicles to the world, from the DURO-e 4×4—its first fully electric model—to the MERLIN 4×4, a light tactical vehicle designed for rapid deployment forces.
In an environment saturated with innovation and cutting-edge technology, the challenge was to create a space that conveyed GDELS’ strength, precision, and forward-thinking vision. A stand that not only displayed vehicles but also embodied technological leadership and the evolution toward sustainable and digital mobility within the military sphere.
OUR PROPOSAL
We designed and produced an immersive, technological and tactically logically structured stand that allowed each visitor to move around as if exploring a terrain of operations.
The space was structured around the two major premieres —MERLIN and DURO-e— integrating exhibition areas, technical areas and a visual narrative that guided the visitor through GDELS’ innovation.
The architecture of the stand balanced military robustness with industrial elegance, combining metallic surfaces, precise lighting and a stage design that evoked mobility, engineering and control.
Each vehicle was presented in its own thematic environment: the MERLIN, associated with agility and tactical response; the DURO-e, surrounded by elements that highlighted its silent electric efficiency.
The result was a space that reinforced GDELS’ visual and strategic identity, conveying its values of innovation, reliability, and versatility through design and experience.
“Designing for GDELS at Eurosatory was a balancing act: translating the language of military engineering into an architectural experience capable of inspiring and convincing. It wasn’t just about showcasing vehicles, but about building a visual narrative about the future of defense.”
Raúl López Navarro, Project Manager
THE RESULTS
The GDELS stand at Eurosatory 2022 established itself as one of the most visited in the pavilion, attracting military delegations, government representatives, and specialized media from around the world.
The presentation allowed the brand to showcase its new platforms as technological milestones, generating significant media coverage and reinforcing its leadership in the field of military mobility and the electrification of tactical vehicles.
Beyond the exhibition, the space became a strategic meeting point for the industry, facilitating meetings and agreements that extended the event’s impact far beyond Paris.
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