A PLACE FOR THE DIGITAL VANGUARD
Optimizely at OMR Festival, Shoptalk Europe & DMEXCO 2024
Optimizely at SHOPTALK Barcelona, DMEXCO Cologne, OMR Hamburg 2024
THE CHALLENGE
As a global leader in digital experience platform, known for cutting-edge solutions in A/B testing, personalization, and experimentation, Optimizely needed more than just a booth, as they needed a spatial experience that reflected their brand’s innovation, precision, and obsession with tailored digital journeys.
And they needed it not once, but three times! Across three of Europe’s most high-profile events in 2024: OMR Festival in Hamburg, Shoptalk Europe in Barcelona, and DMEXCO in Cologne. Each of these events brought its rhythm, audience, and tone. Our mission remained consistent: stand out, spark engagement, and turn every interaction into a story worth remembering.
OUR APPROACH
For OMR Festival, we turned personalization into play. The 62m² booth centered around interaction and play. We created a captivating experience for visitors: guests designed their very own perfume through an app or website, generating a unique code that they could redeem at the stand to receive a physical bottle of its scent. This was a sensory metaphor for Optimizely’s core mission: delivering unique experiences through personalization. Two large screens showcased success stories and use cases in motion. Surrounding infographics brought complex tech solutions to life in a human way.
In Barcelona, at Shoptalk Europe, we reached for the skies, literally. Our 36 m2 stand rose to a height of 4 meters, and Optimizely’s booth soared above the rest. The sleek, stretched-fabric architecture embraced light, movement, and openness.
Inside, we curated a smooth 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 dialed in the drama. For this flagship event, we crafted a 100m² installation with a towering 6-meter-high structure that enveloped visitors with a dynamic shell of tensioned fabric and bold light. Two massive video walls animated the booth with live stories and solutions, turning the space into an evolving experience. Once again, we used bold infographics to turn features into benefits and data into meaning, always with the visitor journey in mind.
“We envisioned the stand as a living organism, one that would breathe with the rhythm of the islands, immerse the visitor in nature, and interact with them on an emotional and technological level. We built an island inside the fair.”
José Vicente Gascó, Project Manager
THE RESULTS
Three cities. Three booths. One consistent impact: visibility, engagement, and emotional resonance.
The perfume activation at OMR became one of the festival’s most talked-about experiences.
At Shoptalk, Optimizely claimed unmatched visibility and a steady flow of curious retailers and tech partners.
And at DMEXCO, the booth’s monumental structure and storytelling-driven layout positioned the brand as an undisputed thought leader.
By combining architecture, storytelling, and sensory engagement, we created spaces that did more than host a brand, because they became the brand. As we are TARS Design, we build moments people remember.
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