In 2021, this was one of the big projects, and after several options, several teams couldn't get the brief.

Initially not involved, I was asked to pitch a concept by myself with no other team members. I imagined a new configuration to the venue instead of the traditional single track (entrance, foyer, hall).

Why don't we create a little experience for the visitors? Each will browse in several paths resembling cobble street watching light entertainment and "getting into the mood"?

By simply figuring a new theme and layout for the event, the effect was great! The pitch was amazing! And other fellow team members took over to create one of the biggest events of that year. Modifying and developing the idea further than the original concept.

Lesson learned? Sometimes a small detail in the brief can save the entire course of events.