At the heart of the gaming ecosystem is the flagship ICE show. In January 2025 this dynamic and colourful show re-launched with a move to Barcelona's Fira Gran Via, heralding a new era in the gaming world. Our client, Novomatic, is one of the biggest exhibitors at ICE and has built a reputation as a leader in this industry. We wanted to build on the legacy of over a decade of ICE London shows to launch a new generation of spectacular, immersive casino experiences.
Evolve created a vast, 5350sqm arena experience to demonstrate the ambition and vision at the heart of the Novomatic brand. Dynamic visuals running across 36 LED walls synchronised with the lighting design, the LED wrapped pillars and the hexagonal ceiling lighting to create a truly immersive experience. Transparent LED panels cleverly provided defined and private meeting spaces without losing openness across the booth while the ten dramatic 3D illuminated logos ensured maximum audience impact right across the show floor.
The professional kitchen served a buzzing bar and café area which drew crowds of people from across the show. Beside this, the VIP lounge offered a more private space for key customers to relax between meetings. Four more hospitality areas were distributed around the arena drawing visitors into the pods created for each sub-brand.
At the heart of the booth was a huge 480 sqm double deck structure, housing a sleek business centre with an executive suite of 25 deluxe meeting rooms, casino showroom, professional kitchen and more. The hidden gem was a presidential board room with a panoramic view across the show hall hidden behind a 9 x 4 metre transparent mesh LED panel. The ultimate in privacy and luxury while remaining connected to the energy of the show.
We interviewed Stefanie from Novomatic at ICE 2025 in Barcelona. Hear what she thought about their booth and the experience of working with Evolve to deliver such a huge project.
The real success of this booth was the space and definition given to different brands within the Novomatic family, whilst retaining a coherent and convincing overall brand experience. Six different zones with screens, hospitality areas and meeting rooms were clear to navigate and celebrated each distinct sector while keeping a unified integrity that connected the whole space.
Working with Evolve was a tremendous opportunity and as always I’m the one that throws the curve-balls and Evolve knocks them out of the park. The whole team at Evolve keeps coming up with great ideas, often ideas that we didn’t think of and going with them really paid off!
Head of Business Development, Novomatic
Thanks to Evolve I think we have a very good partner on this who are doing a great job and they have great ideas. All in all, I think we have a wonderful stand. We have had so many compliments and everyone is happy and satisfied.
Kenan Bajram
Novomatic: Head of Sales
We have been working with Novomatic at ICE London for over a decade. Click on the link in the photograph to read about the double award-winning booth we designed and built for them at ICE 2020.
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