MITSUBISHI HEAVY INDUSTRIES AIR-CONDITIONERS AUSTRALIA
AIRCONDITIONING REFRIGERATION & BUILDING SERVICES EXHIBITION (ARBS)
LOCATION
International Convention Centre (ICC), Sydney
SCOPE
Strategy
Creative Design and Development
Logistics
Production
Brand Activations
Assets Build
Staffing
Performance and Operations
At ARBS 2024, Mitsubishi Heavy Industries Air-Conditioners Australia needed a space that would strengthen brand leadership while overcoming the challenge of showcasing oversized, hard-to-move products. Our objective was to create an experience that delivered clear value while reflecting the brand’s technical excellence and design integrity.
We worked closely with the client team from concept to delivery to create a high-impact stand that merged digital and physical environments. Inspired by the core geometry and colour of the product range, we designed a custom-built architectural environment optimised for visibility and access. The centrepiece was a digital twin—a dynamic and interactive showcase that replaced static product displays with a more engaging, scalable alternative.
Every touchpoint across the space was deliberately considered. From tailored hospitality to layered lighting and textural finishes, we added comfort and connection at every step. Custom tasting experiences and amenity zones encouraged dwell time, while digital content supported product education and industry discussion.
We delivered a sensory-led environment designed for the audience journey. Digital content worked as both anchor and amplifier. The overall effect created a stand that felt elevated, connected, and purposeful across multiple days of exhibition.
The result was a standout brand presence and a strong engagement platform—achieved through original design thinking, collaboration, and attention to every detail.
