BREMBO
AAAE
LOCATION
Melbourne, Australia
SCOPE
Asset Build & Construction
Augmented Reality
Brand Activation
Consumer Insights & Evaluation
Creative Design & Development
Data & Analytics
Digital Content
Exhibition
Performance & Operations Strategy
Production & Production Management
Stakeholder Communication
Strategy
User Experience & User Interface Design
For the design and construction of Brembo’s brand space at AAAE 2026 we needed to create a physical platform that embodied Brembo’s global vision of “Turning Energy into Inspiration” and honoured their 60 years of Italian craftsmanship. Communicating Brembo's evolution from a traditional manufacturer of braking systems into a "solution provider" that leverages data, artificial intelligence, and cutting-edge technology for the new era of mobility.
For this project Designteam needed to achieve absolute global brand consistency, which is no simple feat. Brembo required a design that was in line with their iconic look and feel while translating their three brand pillars (the ‘Three Souls’) into a single cohesive space; Inspiring Solutions, Shaping the Future, and Overcoming Limits.
Digital, connected, and interactive.
To reflect Brembo’s commitment to precision and engineering excellence we took inspiration from the ‘high-tech architecture’ and the ‘deconstructivism’ movement: using sharp non-traditional angles, slanted walls and crisp industrial surfaces.
Within the space we integrated thematic product walls that provided a structured journey through the brand's diverse product portfolio. Interactive workstations designed to encourage deep dives into specific products; with display desks for racing, upgrade, and motorcycle components, designed to encourage deep-dive technical engagement.
The layout of the space itself naturally guided visitors through key touchpoints, creating a coherent narrative.
“There's one thing, it's that architecture is not simply about static structures. It's all about movement, it's all about event, it's all about action”
The brand space we created for Brembo at AAAE we focused on a performance-led brand experience - strengthening Brembo's connection to their Australian audiences. By aligning the space with the high standards of other global exhibitions in Frankfurt, Milan, and Shanghai, Designteam successfully reinforced Brembo’s status as a leader in its field. The use of interactive and digital elements transformed the space from a static product display into a leader-positioning platform for the new mobility era.
