ICE London was the biggest show at London’s ExCel centre, attracting 40,000 visitors from 167 countries and occupying a massive 51,466 sqm of exhibition space. From 2025 the show is moving to Barcelona and our long-term client wanted to celebrate the years in London with a spectacular, immersive casino experience. Novomatic is one of the biggest exhibitors at ICE and Evolve created an experience to demonstrate the ambition and vision at the heart of their brand.
The 3,500 sqm installation created an evocative casino atmosphere. Dynamic visuals running across 36 LED walls synchronised with the lighting design 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.
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.
Carpet is essential on this booth because of the sheer number of connected machines right across the show floor. At the end of the show the high quality saxony carpet was carefully removed and donated to the No Floor No More social enterprise. It has now been used to carpet flats and houses for low income families in social housing.
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.