Deutsche Lufthansa AG marketers had a tall order leading up to the 2019 Internationale Tourismus-Börse Berlin (ITB) expo: Find a way to showcase all five of the group's carrier brands – Austrian Airlines, Brussels Airlines, Eurowings, Lufthansa, and Swiss International Airlines – under one roof. Upon hearing this, exhibit house ET Global LP proposed the simple yet radical solution of wowing showgoers with a triple-deck stand. As visitors approached the 33-foot-tall, open-concept exhibit, they were dazzled by five double-sided LED screens mounted to a track on the booth's second floor. Each measuring roughly 5 feet wide and 11.5 feet tall, the monitors cycled through various configurations, at times separating into five separate panels before coming together to form a massive, seamless screen playing aspiring travel content. And due to its double-sided nature, the kinetic LED wall also functioned as a display for the exhibit's amphitheater-style presentation area – a feature that influenced Exhibit Design Awards judges to accord this stand the competition's top honor: the EDGE Award for exhibit design and graphics excellence.

Deeper inside the space, attendees found such digital delights as an augmented-reality activation in which they used tablets to transform a simple chair into any of the five airlines' classes of cabin seats. And on the second floor, visitors could sit on a swing, don virtual-reality headsets, and enjoy simulated views of destinations including Saigon and Cape Town. "Participants started their journeys at a certain altitude and then flew a defined trajectory, with the speed and height of the flight influenced by the speed of the swing," said Dierk Prüssing, senior executive consultant at ET Global. Now that's what we call a first-class in-booth experience. E