Our approach focused on spatial intelligence and fabrication-led storytelling. At the heart of the booth stood a monumental LED cube, engineered to command visibility from across the exhibition floor. Wrapped in continuous motion content inspired by the dynamics of hacking and data flow, the cube became an immediate visual anchor, striking, immersive, and unmistakably Salam.

Beyond its visual power, the central cube was intelligently utilized as a multi-functional structure, housing Salam’s café experience as well as private signing and meeting spaces. This layered use of fabrication allowed the booth to balance spectacle with purpose, creating an environment where experts, influencers, and visitors naturally gathered throughout the three-day summit.
The result was one of the most talked-about booths at the event, a structure that didn’t just attract traffic, but shaped movement, conversation, and perception around the Salam brand.