Qatar Airways Reveal their New Economy Class


Qatar Airways






ITB Berlin


As the fastest-growing global airline with a 5-star travel experience, Qatar Airways strive to be acknowledged as the best airline in the world. Their ITB presence is all about experiencing their renowned attention to detail and high-class quality ethos. Our 2019 objective: create a contemporary, luxurious, and elegant brand experience, reflecting Qatar Airways’ progressive and confident brand values, heritage, and luxurious award-winning brand.

The brief consisted of a 200sqm double deck and a 50sqm product stand, with both needing to epitomise Qatar Airways’ breadth and excellence; promoting brand attributes such as loyalty programmes, crew ethos, sponsorships, and subsidiaries, as well as creating a professional meeting and networking environment.

Everything was carefully selected to reflect the 5-star brand, from the relaxing hospitality area to the top deck executive lounge and VIP space. Every element exuded quality and attention to detail, providing an ocean of calm from the hectic show environment. The main stand showcased Qatar Airways’ brand with strategic design, featuring an eye-catching high-level 660 tiled, high-res LED crown into an eye-capturing element to present their branding, key content, and messages.

Pivotal to the 2019 experience was the launch of Qatar Airways’ enhanced Economy Class, presented to attract the attention of world audiences, increasing both footfall and stand appeal. Creating a “wow effect that will be talked about and visitors will come to the stand specifically to see”.

Qatar Airways’ objective to create a show-stopping presence around the unveiling of their new Economy Class provided us with the opportunity to create a unique solution. The Economy Class Stand was placed directly opposite the main exhibit and was draped in a curtained fabric around the perimeter of the stand until the grand unveiling on the first day. Following a speech by Qatar Airways Group Chief Executive, Mr Akbar Al Baker, a kabuki drop was triggered, revealing the new economy class experience. Accompanied by a dramatic lighting programme and live music from a string trio, we created an unforgettable atmosphere around the exhibition hall, catching the attention of the world’s media and VIP visitors.

Football stars, Corentin Tolisso and Lothar Matthäus, from Qatar Airlines’ partnership with local German football team, Bayern München, were also both present to add further cachet to the event.

The Economy class exhibit reflected Qatar Airways’ economy class culture of comfort, convenience, and space. Once fully revealed, the economy class seating allowed visitors to interact first-hand with the brand’s new offerings, which was beautifully complemented by a synchronised overhead lighting chase and an interactive presentation.

Our final delivery was the result of a carefully planned process that relied on excellent communication and attention to detail. In just 11 days, our team of project managers and 58 professionals transformed an empty space into a luxurious double deck that created a lasting impression and was quite literally the talk of the show.