Forthesecondyearinarow,wedevelopedinteractiveexhibitsforpartofTelekom'sIFAbrandpresence.Injust6weeksofagileprojectdevelopment,wecreatedanAugmentedRealityapplication,aforward-thinkingchatbot,andaninteractiveavatarconfiguratorinparallel.

Client
Deutsche Telekom
Industry
Technology, SaaS & Infrastructure
Services
Technical ConsultingUX DesignVisual DesignSoftware DevelopmentDevOpsProducing
Awards
Webby Awards

Interactive brand touchpoints for Deutsche Telekom at IFA.

The challenge was to create genuine encounters in the festival setting of IFA.
On a 5000 m² exhibition stand, we were to deliver agile prototypes in just six weeks that made the motto #DABEI tangible. The goal was high visitor frequency, direct interaction, and a visibly playful brand at the Telekom service touchpoint.
In a short project time, we realized several solutions in parallel, ensuring that every visitor interaction became part of the brand and addressed different target groups.
In six weeks, three connected experiences were created.
Wide-angle shot of the Telekom stand with visitors at the interactive stations, ideally with the AR gate in the foreground and people in action as a lively scene.
More than 25,000 visitors experienced the installations in a playful way.
The exhibits attracted thousands of trade fair guests, provided direct interactions, and received a lot of positive feedback on-site. The mix of playful ambition and clear brand messaging enhanced the perception of Telekom as an approachable, digital brand.

The 'Idea Forge' was a tactile terminal that worked with retro-inspired arcade buttons and industrial buzzers. Visitors configured avatars in real-time with 81 attributes, received a Polaroid with a QR code, and could take the experience home to participate in a contest later.

Visitors in front of the AR gate, tablet in hand, looking into the digital portal.

The AR portal to the 'Mein Magenta App' opened a virtual gate: visitors entered an interactive world via tablet, discovered key app services, and went through a two-part experience that led from distributed touchscreens to the large AR gate.

The digital service assistant presented itself as a forward-thinking chatbot across multiple

Our process was clear and pragmatic: quick discovery, rapid prototyping, iterative building, and a smooth launch at the fair. Close coordination with design and production teams allowed for last-minute adjustments directly on-site.
Agile work, quick prototypes, and real-time experiences made the difference.
Immediate user contact was the greatest lever for brand loyalty.
The biggest insight was that physical haptics and playful interaction create significantly more attention and memory than mere information presentation. Short iteration cycles and cross-functional teams ensured that ideas quickly became practical and generated real emotions.
Close-up of a printed Polaroid with avatar and visible QR code in one hand, with happy visitors blurred in the background.
We thank the Creative Lead Agency Meiré and Meiré for the implementation, as well as the interior design by Simple, who spatially realized the concept on-site.
Thanks to our production partners.