leading the world's biggest casino show 


A dynamic visual playground with synchronised LED video screens and lighting arrays swept visitors into an exciting and inspiring world.

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The final ice in london

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.

dramatic and dynamic

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. 

flying through the show

The sheer scale of the booth makes it impossible to capture in still photographs so we flew a drone around the booth at the end of day one. Check out this amazing video - it looks like CGI but is actually all real!

vip hospitality

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. 

executive business centre

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. 

brand integrity

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

reuse and recycle

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.

a long-term partnership

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. 

2020 case study
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