ITB Berlin 2025

Overview & Objective

ITB Berlin 2024—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.

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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

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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.

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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.

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Technical Snapshot

‍Location: Berlin, Germany
Event: ITB Berlin 2024
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

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