Case study — experience & spatial design
Veritas — GITEX Dubai 2024
A trade-show booth for Veritas at GITEX Dubai 2024, designed as a contemporary, fully branded space that draws visitors in from the exhibition floor and gives them clear zones to meet, demo, and network. I shaped the concept and art direction from Veritas's branding so the booth reads consistently across every angle. My role: art director — booth concept and spatial direction, concept to execution.
Client
Veritas
Event / location
GITEX · Dubai
Year
2024
My role
Art director booth design
Agency
Elements ME
Deliverable
Booth concept & art direction
The brief
Veritas needed a standout booth for GITEX Dubai that carried its brand and gave visitors a clear, engaging space across registration, demos, meetings, and hospitality. My task was to set the concept and art-direct the booth so it reads as one contemporary, on-brand environment from the exhibition gate inward, concept to execution.
Tone
Contemporary · bold · engaging
Palette ref
Veritas red · white · blue
Structure
Six-zone open booth
Visitor journey
01
Registration - Gate-side welcome
02
Coffee bar - Hospitality hub
03
Demo pods - Interactive stations
04
LED screen - Content wall
05
Meeting room - Private space
06
Lounge - Open seating
01 — Registration
Desk · gate-side · check-in
(welcome)
Arrival
I placed the registration desk on the MTR-gate side so it catches visitors as they enter the hall. I gave it a sleek, curved white form with the Veritas wordmark, turning check-in into the booth's first clear brand read. It hands guests cleanly into the open space and sets the contemporary tone for everything beyond.
Curved desk
Gate-side
Branded wordmark
Check-in point
Design decision: I set the desk on the gate side so the booth captures and welcomes floor traffic at the first point of contact.
Format
Curved desk
Position
Gate-side
02 — Coffee bar
( hospitality)
Bar · central hub · hospitality
Social
I designed the coffee bar as the hospitality hub at the heart of the booth. I used it to hold visitors longer and create an easy, informal reason to stay and talk, with the bar form and finish kept on-brand. It anchors the social centre of the space and keeps the booth warm rather than purely transactional.
Central bar
Hospitality hub
Informal seating
On-brand finish
Design decision: I put hospitality at the centre so the booth gives visitors a reason to linger, not just pass through.
Format
Coffee bar
Role
Central hub
03 — Demo pods
(interactive)
Pods · triangular stations · demos
Engage
I shaped three demo pods as the interactive core of the booth. I gave them angular, geometric forms drawn from the Veritas brand language, each set with a screen and laptop for hands-on product demos. Clustered in the open floor, they pull visitors into the content and give the sales team natural points to engage.
Three pods
Geometric form
Screen + laptop
Hands-on demos
Design decision: I built the pods from the brand's geometric language so the demo stations themselves read as Veritas.
Format
Demo pods
Count
Three stations
04 — LED screeN
(content)
Wall · large LED · brand content
Feature
I made a large LED screen the booth's content feature, carrying Veritas messaging and product visuals across the space. I positioned it to be legible from the floor and to anchor the open seating, so the brand story plays continuously. It gives the booth a moving focal point and pulls attention in from a distance.
Large LED
Brand content
Product visuals
Floor-facing
Design decision: I scaled the LED to read from the aisle so the booth draws attention before visitors even reach it.
Format
LED wall
Content
Brand visuals
05 — Meeting rooM
(private)
Enclosed room · glazed · private meetings
Private
I designed an enclosed meeting room for the conversations that need privacy and focus. I kept it glazed and contemporary so it stays part of the booth visually while giving a quiet, considered space for serious discussions. It lets the open floor stay social while the deals happen behind glass.
Enclosed room
Glazed walls
Meeting table
Private space
Design decision: I glazed the meeting room so it stays visually open while still giving private space for key conversations.
Format
Meeting room
Wall
Glazed
06 — Lounge
(gather)
Open seating · lounges · networking
Social
I laid out the lounge and furnishing as the open networking layer that ties the booth together. I arranged soft seating and low tables around the central bar and pods so visitors can settle between demos. It keeps the floor relaxed and gives the team comfortable, on-brand spaces to host conversations.
Soft seating
Low tables
Open layout
Networking zone
Design decision: I kept the seating open and woven through the booth so networking flows naturally between every zone.
Format
Open lounge
Role
Networking
Client Feedback
The Veritas Technologies at GITEX 2024 experience was highly appreciated by the client, who praised the creative execution and the engaging journey created for every visitor. The seamless blend of storytelling, interactive touchpoints, and thoughtful design delivered a memorable brand experience, reinforcing the value of collaboration, innovation, and attention to detail throughout the project.
