Turning Elm’s broad technology portfolio into a navigable, experience-led immersive booth at GITEX.
Saudi Arabia’s digital infrastructure runs, in large part, on technology most people never see. Elm powers some of the Kingdom’s most critical digital services, from identity verification to financial systems to citizen-facing platforms. Its portfolio is vast, interconnected, and consequential.
Every year at GITEX, Elm takes that portfolio to one of the world’s most competitive technology stages, where thousands of companies compete for the attention of an audience that has seen it all. A convention floor is loud, crowded, and unforgiving. A booth can showcase technology, or it can demonstrate it. Elm came to Prezlab to do the latter.
The Challenge
The scale of Elm’s portfolio is, in itself, a statement. Comprised of dozens of tech services, it reflects years of strategic investment and capability. But at a live event, communicating that same range becomes a challenge. Visitors at GITEX move quickly, absorb selectively, and remember little. The conventional booth format — panels, product names, feature lists — rarely captures the full depth of a complex portfolio.
The challenge wasn’t recognition. It was comprehension: making Elm’s full range land in seconds.
The Approach
The goal was to make Elm’s portfolio digestible to GITEX visitors. So the experience was built around two complementary layers: a main screen delivering immersive, large-scale motion graphics to draw people in, and a navigational panel system allowing them to explore the services on their own. Each service was mapped to a simple goal–value–mechanism framework, reducing cognitive load without oversimplifying the offering.
The Solution — Anatomy of the Booth
Four layers, each with a distinct role. Select a layer to see how it works.
Visual gravity from across the hall — an AI-generated cityscape that communicated Elm’s ambition before a single word was read.
3D animation and spatial sound in a suspended canopy, creating presence and pull.
Vertical interactive panels let visitors navigate Elm’s full portfolio at their own pace.
AI-generated motion graphics held the environment together visually and reinforced Elm as a company at the frontier of technology.
The booth was designed as a system of connected experiences, each layer with a distinct role. A central screen anchored the space with motion graphics of a futuristic cityscape, communicating Elm’s vision. Above it, a suspended branded display combined 3D animation and spatial sound to create presence and pull visitors in. Vertical interactive panels invited visitors deeper, letting them navigate Elm’s full portfolio at their own pace.
Every element was deliberate. Together, they turned a complex technology company into a navigable, immersive experience.
Stills can only carry so much. The walkthrough shows how the screens, canopy, and panels worked together as one living environment.
The Impact
Any company can list what it builds. Elm’s booth showed what it believes in — positioning Elm as a company that embodies technology, not just one that develops it.
Turned brand positioning into a lived experience visitors moved through.
Elevated Elm’s presence on a competitive exhibition floor.
Gave greater visibility to the full depth of Elm’s capabilities.
The Takeaway
Event appearances are one of the few moments a brand gets to be fully three-dimensional. The space, the sound, the movement, the sequence of discovery — all of it speaks before a single conversation begins. Technology is easy to list; it’s harder to make people feel why it matters. The Elm booth closed that gap.
