A show-stopping return. A global stage. A story of elegance, innovation, and ambition.
A project that truly stands the test of time, Qatar Airways’ “Gateway to the World” campaign, launched at ITB, represents a proud moment for our team. Inspired by Qatar’s rich culture, intricate Arabian calligraphy, key elements of nature, and innovative experiential technology, the ambition was to create a multi-sensory experience that would encourage exploration and networking.
Setting The Stage
After a 2-year cancellation for the show, 2023 marked an important return for Qatar Airways (QA) to the world’s leading travel show ITB, as it reopened its doors to some 160,000 global visitors. Our brief was to create a 200sqm double deck and a 70sqm experience stand, both with a uniquely different experiential concept to epitomise the breadth and excellence of QA. Key elements included promoting brand attributes across QA’s loyalty programmes, crew members, sponsorships and subsidiaries as well as creating an environment for professional business meetings and networking.
Our response – a design that created an open and welcoming environment, precisely aligned to QA’s progressive and confident values, heritage, and luxurious award-winning brand.
At the entrance, a monumental 126-tile angled LED wall served as a digital gateway, captivating passersby with a rolling visual narrative of Qatar Airways’ travel story. Inside, the stand transitioned into a curated inner sanctum – a space shaped by fluid architecture and rich cultural cues. Think intricate filigree screens, monochrome floor tiles, tranquil water features, and elegantly styled florals – every detail chosen to reflect the airline’s commitment to five-star service and refined design.
The ground floor featured touch points and hospitality areas that invited relaxed exploration and brand immersion. Meanwhile, the upper deck provided an exclusive VIP zone for high-level meetings, complete with a private lounge and fully catered dining experience – an environment where business felt effortless.
The WOW Factor
All of this was delivered with a keen eye on providing a unique experience across 3 key areas – the Hamad International Airport, the in-flight experience and QA’s exciting new position as Formula 1’s global partner.
A custom-built application guided guests through a dynamic digital exploration of the new terminal at Hamad International Airport via an angled, high-resolution LED wall and interactive touchscreen. Nearby, a virtual reality station gave delegates the chance to test out the “World’s Best Business Class Seat,” immersing them in the award-winning comfort of Qatar Airways’ Qsuite.
At the centre of it all? A full-sized Formula 1 show car, celebrating the airline’s landmark partnership as Global Partner of F1. Accompanied by an LED screen and racing simulator, this area brought speed, prestige and interactivity together – offering a rare photo moment and a huge draw for attendees looking to put their skills to the test on some of the world’s most iconic circuits.
From launch to lift-off, the project was a powerful showcase of Qatar Airways’ global stature and future ambition – announcing seven new global destinations while spotlighting the airline’s premium offering, loyalty programmes, and evolving partnerships.
Because when you’re designing for the world’s best airline, only the best will do.
