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Scope of Work:

Concept & Creative Direction,

Customer Journey, Digital Brand Experience, Content Development and Creation, Creative Stand Design & Build, Production & Project



WEC 2019



Stand Size:

15m x 49m

Mubadala, a leading global investment company, appointed ADNEC Services to conceptualize, design and build their state-of-the-art exhibition stand at the 2019 World Energy Conference (WEC) and 2019 Abu Dhabi International Petroleum Exhibition and Conference (ADIPEC).

Mubadala wished to come up with innovative ways to communicate their brand’s story and what their company ethos stood for to their global audience.

ADNEC Services developed a concept design and visitor journey that best highlighted the investment company’s global footprint in a unique and bold architectural design.

Large internal structures, like the giant AV-powered central globe, artistically encapsulated Mubadala’s vision and was inspired by the brand’s logo.

To showcase the company’s history, ADNEC Services developed in-depth, experiential content strategy and creation for the stand, which brought Mubadala’s history to life. An interactive timeline lit up as visitors walked through the stand, while other content touchpoints allowed visitors to dive deeper into Mubadala’s worldwide projects.

Visitors were not only able to experience Mubadala’s story in a tangible way; they had the opportunity to interact with the brand that made a lasting impact on their relationship with the company itself.

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