Mobily

The exhibit IGE designed and built for Mobily at GITEX 2010 was nearly a year in the making. Our second large-scale project for the Middle Eastern telecommunications brand and a deliberate step up. The goal was to create a showcase that felt as innovative and luxurious as the brand itself.

A 50 x 50 meter footprint is an opportunity as much as it is a challenge. Every square meter had to earn its place. That meant overseeing every stage of the process — design, fabrication, and installation — to ensure nothing was left to chance.

Six months of design went into mapping out the exhibit around Mobily’s individual divisions, each with its own identity within the space. Lounge areas, state-of-the-art display zones, and dedicated experience areas came together into a single cohesive environment that positioned Mobily as a clear industry leader.

Twelve massive hanging signs anchored a space filled with fully interactive installations and luxury lounges that drew a constant flow of visitors. The exhibit gave Mobily an unmistakable presence on the floor and earned IGE the MOD Design Award for Best Custom Exhibit.