Dassault Systèmes Re-Invent the Sky


Dassault Systèmes








The Farnborough International Airshow (FIAS) was back with a bang this year as we took the Dassault Systèmes experience to the world-renowned event.

After the cancellation of FIAS back in 2020, we created a virtual alternative for Dassault Systèmes (DS), with a combination of keynote presentations integrated with AR capabilities, expert sessions and online meeting rooms in a fully customised live TV studio set up in their HQ in Paris. The challenge for this year was how to translate our award-winning virtual concept from 2020 back to a physical realisation. Read more about their virtual experience here.

Our theme for this year was “Industry Renaissance”, creating a new way of doing things with an emphasis on sustainability and innovation. Famous for their 3DExperience platform, DS’ chalet experience needed to be just as creative. The layout was absolutely key to delivering this experience, turning a blank 350 sqm space into an engaging and flowing consumer journey that embodied Dassault Systémes’ ethos.

Our ambition for DS’ FIAS presence this year was “to reinvent the sky”!  Our starting point was to use a biophilic design approach, connecting delegates to the theme of sustainability with the chalet’s welcoming natural environment, creating a sense of harmony between modern architecture and the natural world. Every element was carefully selected to balance a crisp clean branding style with natural, warm materials, with a particular emphasis on beautifully conceived lighting to create a sense of height and infinite upwards space.

The pathway through the chalet was key to relaying delivering an informative and engaging delegate journey, combining practicality and experience with an all-new immersive “brand theatre” and warm hospitality space. The brand theatre focused on brand exploration taking delegates into the world of DS via an exciting 3D playground, showcasing DS’s latest brand developments and product range on 4 large touchscreens.

The brand theatre provided the perfect gateway into the hospitality areas and ultimately in-depth meeting spaces. Above all, the emphasis was on giving delegates a sense of connection – enabling the DS team to interface via a free-flowing interaction in carefully considered and constructed spaces. The brief was to combine relaxation with a strong “wow” factor, as the perfect background to encourage discussion.  Everything from natural woods and materials to the choice of banquette seating and EEM chairs, matched by plus fabric furnishings, fitted together like a jigsaw to create the right ambience.

“A truly fantastic job you (Cook + Associates) have done! We cannot thank you all enough for the dedication, support and unfailingly good humour your team has exhibited throughout the trials and tribulations. The chalet is exceptional!” – Liz Sargent, Senior Events Manager at Dassault Systèmes.

Over the week of Farnborough International Airshow, we took DS’s award-winning virtual concept and transformed it into a physical reality with a new design focused on customer journeys and hospitality experiences enticing and providing the wow factor to DS customers from initial contact.