A technology-driven exhibition booth inspired by evolution, movement, and aviation precision.
For Airspace World (WATM Congress) at IFEMA Madrid, Tern Systems required an exhibition booth that communicated innovation and reliability while subtly reflecting the company’s evolution within air traffic management technology.
This project marked another successful chapter in a long-term collaboration, maintaining design consistency while evolving with the brand’s technological advancements.
The solution was an angle-based architectural design featuring clean lines and elevated structures. Symbolic bird-inspired elements were integrated into the booth framework, representing growth, movement, and progress—without overpowering the corporate identity.
The open layout ensured smooth visitor flow and allowed space for live demonstrations, technical discussions, and brand interaction. Integrated lighting and digital displays reinforced the high-tech nature of Tern Systems’ solutions.
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Instead of literal imagery, we used subtle, sweeping architectural lines and "v-shaped" angles that mimic a bird’s wingspan and the physics of lift. This created a sense of elevation and movement that felt high-tech and aerodynamic rather than decorative, perfectly aligning with Tern Systems’ aviation roots and their focus on "upward" growth.
By placing the interactive demo stations along the outer "wing" angles and keeping the private meeting areas toward the core, we ensured a natural flow. This allowed casual passersby to engage with the technology while stakeholders could have focused, quiet conversations in a professional environment.
The sharp, angular footprint served two purposes:
Visibility: It broke the visual monotony of the grid-based exhibition floor, making the booth stand out from a distance.
Symbolism: The angles represented the "turning point" in Tern Systems' brand evolution—moving from a legacy provider to a modern, cutting-edge innovator in the tower and simulator space.
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