Armored, but accessible
General Dynamics at Eurosatory Paris 2024
General Dynamics at Eurosatory Paris 2024
THE CHALLENGE
Eurosatory is much more than a trade fair: it is the global epicenter of land and air defense, where alliances, programs, and technologies that will shape the future of European militaries are defined. Its 2024 edition, held in Paris, brought together more than 2,000 exhibitors, 42,000 trade visitors, and hundreds of official delegations.
In this context, General Dynamics European Land Systems (GDELS) needed a stand that could reflect its technological leadership while also facilitating high-level meetings, technical presentations, and live product demonstrations.
The challenge was to design a space that balanced industrial power with narrative clarity, capable of standing out among the major European manufacturers and generating a coherent, precise, and memorable brand experience.
OUR PROPOSAL
We designed a stand with a solid architecture and elegant technical language, intended to showcase the actual vehicles and systems that GDELS was presenting—including the new ASCOD with Israeli active protection systems and advanced weapon turrets, and the PANDUR EVO equipped with a 120mm mortar.
The space was organized into three functional zones:
Exhibition area, dominated by full-scale vehicles, with a technical platform that visually elevated them and facilitated reading from the main corridors.
B2B relations and meeting area, designed with enclosed spaces, acoustic materials and a sober and corporate atmosphere, ideal for meetings with delegations and strategic clients.
Graphic and audiovisual belt, which explained the capabilities of GDELS through high visual precision content, with technical infographics, synchronized screens and controlled light.
Every element of the stand was guided by a single principle: to showcase technology without losing its human touch.
The layout led visitors from the power of the product to the confidence of the conversation, creating a natural flow between demonstration, explanation, and business relationship.
“Designing the GDELS stand at Eurosatory was like setting up an ephemeral headquarters: everything had to work with the precision of an armored vehicle, but convey the approachability of a brand that listens.”
Raúl López Navarro, Project Manager
THE RESULTS
During the five days of the fair, the GDELS stand became one of the busiest spots in the international pavilion, attracting a constant flow of institutional delegations, specialized press and military commanders.
The space facilitated more than a hundred professional meetings and was the chosen setting for the announcement of the collaboration agreement between GDELS and Escribano Mechanical & Engineering, one of the most outstanding industrial milestones of the edition.
Beyond the immediate commercial results, the brand reinforced its image as a European benchmark in land platforms, and the stand consolidated its role as a strategic tool for communication and institutional relations within the largest global event in the sector.
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