TWIST & LINK
AT ICE GAMING BARCELONA 2025
Unidesa CIRSA at ICE Gaming Barcelona 2025
THE CHALLENGE
ICE Barcelona 2025 marked a turning point for the international gaming industry: for the first time, this flagship fair was hosted outside the UK, and expectations were higher than ever. For Unidesa, one of Spain’s leading companies in recreational machines and gaming systems, it was the ideal stage to showcase their new star product for salons: Twist & Link.
Our challenge was to create an immersive, high-impact space that could:
- Draw a constant flow of visitors over three days.
- Reflect the innovative spirit behind Twist & Link, Forward Systems, and other product lines like Manhattan Mirage.
- Offer an experience that was memorable, and truly “Unidesa” in character.
OUR APPROACH
At TARS Design, we understood that this wasn’t just about building a stand, it was about building excitement. We designed a stand that functioned like a game in itself: dynamic, modular, and visually striking.
Key design choices included:
- Open, welcoming architecture to support constant visitor flow and encourage interaction.
- Strategic zoning to separate salon and hospitality products while keeping a unified brand presence.
- Integrated audiovisual elements to showcase new game mechanics such as “Magic Respins” and “Double Base Prizes.”
- An impressive atmosphere crafted through lighting, sound, and visuals that channeled the energy of the gaming floor, while keeping product demonstrations as the hero.
- Dedicated spaces for the Forward Systems demos, allowing operators to experience first-hand the power of managing 45,000+ connected machines worldwide.
As always, our team at TARS Design coordinated with Unidesa’s team across design, logistics, and on-site execution, ensuring the entire build was not just bold, but flawless.
“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
The response was immediate, and electric.
Unidesa’s stand became one of the busiest of the entire show, with a steady stream of clients, collaborators, and curious attendees filling the space throughout the three-day event. The stand helped make Twist & Link one of the headline releases of ICE Barcelona 2025, drawing attention for both its gameplay and its showstopping presentation.
Feedback from Unidesa was overwhelmingly positive:
“ICE Barcelona has been an incredible experience, and we leave very satisfied. Our thanks to everyone who visited the stand and made these days unforgettable.”
And for us at TARS Design, it was a privilege to help bring that vision to life, and to do it at home, in Barcelona, with a partner as innovative as Unidesa.
We’re already looking forward to the next spin.
LET’S GET TO KNOW
EACH OTHER