A PLACE FOR DIGITAL INNOVATION
Optimizely at SHOPTALK Barcelona, DMEXCO Cologne, OMR Hamburg 2024
Optimizely at SHOPTALK Barcelona, DMEXCO Cologne, OMR Hamburg 2024
THE CHALLENGE
As a global leader in digital experience platforms, known for its cutting-edge solutions in A/B testing, personalization, and experimentation, Optimizely needed more than just a booth; it needed a spatial experience that reflected its brand’s innovation, precision, and obsession with personalized digital journeys.
And they needed it not once, but three times! At three of Europe’s most prominent events in 2024: the OMR Festival in Hamburg, Shoptalk Europe in Barcelona, and DMEXCO in Cologne. Each event brought its own unique rhythm, audience, and tone. Our mission remained constant: to stand out, generate engagement, and turn every interaction into a memorable story.
OUR APPROACH
For the OMR Festival, we turned personalization into a game. The 62 m² booth focused on interaction and play. We created a captivating experience for visitors: guests designed their own perfume through an app or website, generating a unique code that they could redeem at the booth to receive a physical bottle of their fragrance. This was a sensory metaphor for Optimizely’s core mission: to deliver unique experiences through personalization. Two giant screens showcased success stories and use cases in motion. Surrounding infographics brought complex technological solutions to life in a human way.
In Barcelona, at Shoptalk Europe, we literally reached for the sky. Our 36 m² stand was raised to a height of 4 meters, and Optimizely’s was elevated above the rest. The elegant architecture of tensioned fabric inspired light, movement, and spaciousness.
Inside, we created a seamless flow of information and storytelling: twin screens played strategic content, large-format infographics explained Optimizely’s unique value, and ambient lighting created an atmosphere of focus and sophistication.
Then came DMEXCO in Cologne, where we scaled up and achieved a spectacular visual impact. For this landmark event, we created a 100 m² installation with an imposing 6-meter-high structure that enveloped visitors in a dynamic, draped fabric and intense lighting. Two enormous video walls animated the stand with live stories and solutions, transforming the space into a constantly evolving experience. Once again, we used impactful infographics to turn features into benefits and data into meaning, always keeping the visitor experience in mind.
“Each trade fair had its own rhythm and its own audience, but our goal was always the same: that the visitor experience would reflect the value of the brand. And I think we achieved that.”
Mateo Escolano Bertomeu, Project Manager
THE RESULTS
Three cities. Three stands. One consistent impact: visibility, engagement, and emotional resonance.
The activation of the perfume at OMR became one of the most talked-about experiences of the festival.
At Shoptalk, Optimizely achieved unparalleled visibility and a steady stream of inquisitive retailers and technology partners.
And at DMEXCO, the monumental structure of the stand and its narrative-focused design positioned the brand as an undisputed thought leader.
By combining architecture, storytelling, and sensory experience, we created spaces that did more than house a brand; they became the brand. As TARS Design, we built moments that people remember.
LET'S GET TO KNOW
EACH OTHER
