The great
Boombshell
UNIDESA CIRSA and Sportium at FIJMA Madrid 2024
THE CHALLENGE
Unidesa CIRSA arrived at the 40th edition of FIJMA with several simultaneous objectives:
Launching Manhattan Boom for the first time, the fifth generation of a model with more than 40,000 units sold.
Strengthen its leadership in the hospitality industry with products like Yetimania and Pirates of the Caribbean.
Introducing new solutions for arcades and gaming halls such as Pyramid Cash, Hit The Link Bar and World of Roulette.
To give strategic visibility to Smart Gim and Forward Systems as technological pillars of the business.
Activate the Smart GIM Tour within the stand itself with live training sessions.
So, in addition to showcasing machines, it was necessary to build a powerful narrative under a clear concept: The Great Boombshell.
OUR APPROACH
We start from the creative concept defined by the brand and transform it into a spatial experience.
We transformed “The Great Boombazo” into a three-dimensional narrative:
- Product as protagonist
We organized the space into clear blocks by segment: hospitality, lounges, and systems.
Each family had its own visual territory, but connected within a common design language.
Manhattan Boom played a central role. Not only as a novelty, but as a symbol of the milestone of 40,000 units sold. The message wasn’t just a launch, it was consolidated leadership.
- Visible and understandable technology
Smart Gim and Forward Systems couldn’t stay in the background. We designed areas that allowed us to explain functionalities, show interfaces, and generate real technical conversations.
Furthermore, we integrated the Smart GIM Tour training space directly into the booth. Live training, a visible schedule, and a constant flow of activity. The booth didn’t just showcase products; it generated knowledge.
- Commercial Energy
FIJMA is rhythm. It’s meeting after meeting.
We designed a fluid, open space, ready for negotiation.
The visitor didn’t come in to “look at machines.” They came in to experience a comprehensive offering: product, system, promotion, and future.
“FIJMA is pure intensity. We designed the stand to match that commercial pace without losing clarity in the message. Each area had a strategic function.”
Nacho Rodríguez Isoba, Project Manager
THE RESULTS
Unidesa’s participation in FIJMA 2024 was described by the company itself as a resounding success.
For three days:
Manhattan’s leadership as a benchmark model for the market was reinforced.
Manhattan Boom was very well received by operators.
Smart Gim and Forward Systems solutions consolidated their position as key tools for operational efficiency.
The Smart GIM Tour training sessions extended the impact beyond the physical product.
The concept “The Great Boombazo” managed to unify the entire commercial message in a highly competitive environment.
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