As one of the world’s leading consumer technology events, IFA wanted to strengthen relationships with U.S. media ahead of IFA 2026. The opportunity wasn’t simply to host another networking event, but to give journalists an authentic sense of Berlin and the culture that makes IFA unlike any other industry event.
Our approach was rooted in a simple idea: if the goal was to inspire media to experience IFA in Berlin, the event itself needed to feel like the beginning of that journey. Every creative decision was designed to support a single narrative, transforming a venue in Manhattan into an immersive introduction to the city and the show that calls it home.
Client
IFA Berlin
Services
Event Concept, Art Direction, Creative Direction, Print Design, Signage, Illustration, Brand Activation, Copywriting
Rather than treating each activation as a standalone moment, we built one connected experience. Guests received a passport upon arrival that served as both their event guide and the thread tying the evening together. As they explored each station, they collected stamps, encouraging movement throughout the space while creating a keepsake that reflected their journey. From arrival to departure, every touchpoint worked together to tell the same story.
To create a cohesive visual identity, we developed a system centered around four recognizable Berlin icons: the Funk-Otto mark, the Berlin Bear, the Ampelmännchen, and the U2 U-Bahn train. Rather than appearing as isolated design elements, these icons carried consistently across signage, printed materials, stickers, wayfinding, and interactive experiences. That consistency transformed individual assets into a unified brand language, ensuring every element reinforced the same story.
Three immersive stations brought different aspects of Berlin culture to life: Späti Essentials, Travel Berlin-Ready, and The Graffiti Bar. Each represented a unique facet of the city while remaining visually connected through the shared iconography and design system. The result was an experience that felt cohesive rather than compartmentalized, inviting guests to explore Berlin one moment at a time.
To create a cohesive visual identity, we developed a system centered around four recognizable Berlin icons: the Funk-Otto mark, the Berlin Bear, the Ampelmännchen, and the U2 U-Bahn train. Rather than appearing as isolated design elements, these icons carried consistently across signage, printed materials, stickers, wayfinding, and interactive experiences. That consistency transformed individual assets into a unified brand language, ensuring every element reinforced the same story.
The event successfully brought together leading U.S. technology and lifestyle media for an evening that combined relationship building with immersive brand storytelling. Journalists left with a stronger connection to IFA, meaningful conversations about the 2026 show, and a memorable experience that extended well beyond traditional event networking. More importantly, the project demonstrated how thoughtful experiential design can translate a global brand into a local market, using every creative touchpoint to reinforce the same narrative and leave a lasting impression.