AN IMMERSIVE BRAND SPACE FOR THE FUTURE OF INTELLIGENT WATER SOLUTIONS
Client: Xylem | Event: IFAT 2026 | Location: Munich, Germany
At IFAT 2026 in Munich, Xylem presented a brand environment spanning approximately 650 sqm that combined technological innovation, sustainability and experiential design. ET GLOBAL developed an open and architecturally clear exhibition concept that made Xylem’s diverse solution portfolio tangible while creating a strong visual landmark within the exhibition hall.
At the center of the stand was a large-scale translucent cylinder installation that immediately attracted attention from afar and acted as an architectural centerpiece. Combined with an open visitor flow and strategically staged product areas, the space guided visitors intuitively through the Xylem brand world.
Project Overview
The stand concept was intentionally designed as an immersive experience space translating technological topics into emotional and spatial storytelling. The open architecture created clear sightlines across the entire stand while integrating dedicated areas for product presentation, hospitality, interaction and consulting. One of the defining design features was the central translucent curtain installation, which created strong long-distance visibility while architecturally interpreting the themes of water, movement and flow. Floating graphic elements and clearly structured communication zones complemented the concept and helped visitors navigate the large-scale brand space.
Xylem’s different solution areas were presented across several thematic stages supported by digital content, interactive touchpoints and large-scale media elements. This created a balanced connection between technical information and emotional brand communication. Special attention was given to the presentation of the exhibits. Products and technologies were not displayed in isolation, but embedded into realistic application scenarios, making them more tangible and easier for visitors to understand.
The overall brand experience intentionally combined innovation with hospitality. Open meeting areas, integrated greenery and clean material concepts created a modern and international atmosphere designed to encourage longer visitor engagement.
The result was a brand space that made Xylem’s technological expertise, sustainability ambitions and future-oriented mindset visible while creating a memorable and engaging visitor experience.
