Overview & Objective
ITB Berlin 2025—the world’s flagship travel-industry fair—challenged exhibitors to inspire globetrotting audiences with next-level experiences. SQM Multimedia Solutions stepped in as full-service AV partner for two headline pavilions, Sharjah and the Kingdom of Saudi Arabia, creating immersive environments that fused towering LED architecture with dynamic lighting and interactive floors.
The Technology Behind the Magic
Sharjah Pavilion
- 26 m³ suspended ceiling built from Unilumin UPADIV 2.6 mm LED plus perimeter LED ribbon
- 48 m² LED floor and walk-through LED tunnel, flanked by synchronized LED pillars
- Prolights EclExpo Flood300VW floods + Jet Spot 4Z movers for show-grade illumination
Saudi Pavilion
- Unilumin UPADIV 2.6 mm LED tunnel and mosaic of 75 m² transparent LED panels overhead
- Interactive LED floors and multiple hanging LED walls for wrap-around storytelling
- 100 + Prolights fixtures (Solar, Flood, COB, PAR, Wash) delivering theatrical punch
SQM’s Role & Execution
SQM provided end-to-end delivery: Quadro truss rigging, LED assembly, pixel calibration, projection of interactive content, full lighting design, and on-site show control. A dedicated multi-disciplinary crew ensured each element—from ceiling mosaics to floor sensors—performed flawlessly throughout the fair.
Why It Mattered
In a fiercely competitive tourism showcase, both pavilions needed instant visual impact and rock-solid reliability. SQM’s large-volume LED ceilings, tunnels, and interactive floors created unforgettable “wow” moments, drawing steady crowds, amplifying brand narratives, and setting a high bar for future ITB installations.
Technical Snapshot
Location: Berlin, Germany
Event: ITB Berlin 2025
Scope: Dual flagship pavilions (Sharjah & Saudi)
Key Technology: 26 m³ UPADIV LED ceiling, 75 m² transparent LED mosaic, 48 m² LED floor, LED tunnels, 100 + Prolights fixtures
On-site Crew: ~60 technicians
