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Qatar Airways Reveal their Enhanced Economy Class at ITB 2019

Following on from a successful show at ITB 2018, when we delivered an exhibit to launch Qatar Airways revolutionary Business Class product, Qsuite. We returned once again for the annual event held at the Messe Berlin. ITB is the world’s leading travel trade show, playing host to over 160,000 visitors throughout the five days and over 10,000 exhibitors, which represent more than 180 countries.

For this event, Qatar Airways had two exhibits adjacent to each other and situated in prime locations. The luxurious double deck main stand was complemented with an executive VIP lounge, green screen, VR area, water feature, hospitality space and meeting room. Whereas, the second exhibit was a bespoke design focused solely on Qatar Airways enhanced Economy Class product launch.

Set with the objective of delivering a show-stopping presence, we installed a custom drop fabric presentation curtain which surrounded the perimeter of the Economy Class product. The grand unveiling of the world’s leading Economy Class seating took place at 10:30am. An eagerly awaiting crowd, packed with visitors, photographers and journalists congregated around the stand. After a speech by Qatar Airways Group Chief Executive, His Excellency Mr. Akbar Al Baker, the Kabuki drop was triggered, unveiling the Economy Class exhibit. Simultaneously, a string trio played to the audience, creating an unforgettable atmosphere around the exhibition hall.

Cook & Associates Managing Director, Kim Bradbury, stated “Having delivered our first project at ITB back in 2003, it’s always fantastic to return to such a world-renowned event. Cook & Associates is known by our clients as a global exhibition design and management company, that’s committed to delivering the finest results and the highest levels of client service. This year we were delighted to be asked once again to deliver the two exhibits for our client Qatar Airways. The launch of the world-class Economy seating was an amazing spectacle and a further testament to our teams’ dedication to create show-stopping brand experiences.”

The Economy Class exhibit was a precise on-brand reflection of a new level of comfort on-board a Qatar Airways flight. Confirming the brands Economy Class ethos of comfort, convenience and space. In order to portray this message, we included a fully revealed Economy Class seating area, allowing visitors to interact first hand with Qatar Airways offerings. This feature was complemented by a synchronised overhead lighting chase and an Oryx interactive presentation, allowing delegates to experience innovative technology and design that Qatar Airways has brought to its enhanced Economy Class product.

The two exhibits provided the perfect platform for His Excellency Mr. Akbar Al Baker to further reveal exciting plans for 2019, including an array of new destinations for Qatar Airways. Whilst, for Cook & Associates, it’s another fantastic job well done! Click here to watch the video:

Lauren BennettQatar Airways Reveal their Enhanced Economy Class at ITB 2019