Case study - Exhibitions and Live Experiences
IQ REAL ESTATE-CITYSCAPE KSA 2025
Five integrated content experiences guiding visitors from awareness to conversion.
Role: Content Creative Director, narrative architecture, scene direction, and UX flow across all touchpoints.
Client
IQ Real Estate
Event
Cityscape KSA
2025
My Role
Content Creative
Director
Agency
Sentient by
Elyslan
Year
2025 - Riyadh,
KSA
Visitor Journey
01
Attract
Gyroscope
02
Immerse
Triple Helix
03
Engage
Tangible Table
04
Convert
Rotating Screen
05
Reward
Barista
Five Technologies
01. Gyroscope. "IQ Motion of Innovation"
Rotating sculptural display. Stand centerpiece
IQ logo emerges from golden particles, and transforming to light, a metaphor for Saudi heritage becoming innovation.
Sequence moves through We Connect → We Embody → We Drive, closing on the MOU partner logos.
02. Triple Helix. "The Story Beyond IQ"
360 cylindrical LED display. Investor hub
Seven-scene narrative wrapping visitors in IQ’s world:
logo reveal → “Beyond the Ordinary” transition → brand identity → CEO message → vision & milestones → certifications → future projects. Iterated twice based on client feedback, notably the CEO scene (project collages added during voiceover) and certifications (revised to an elegant, formal presentation).
03. Tangible Table · “IQ Interactive Experience”
LED surface + 6 tactile pucks · Project exploration
Six IQ-branded pucks, each activating a project:
floor plan or 3D model → interiors → 360° walkthrough → brand close. Content arc is consistent across all pucks so visitors exploring in any order receive the same quality of journey.
Puck 1
Past projects
Puck 2
Novalis 02
Puck 3
Al Yasmeen
Puck 4
IQ Tower
Puck 5
Al Sahafa Tower
Puck 6
Future projects
04. Rotating Screen · "Explore. Spin. Win."
Gamified touch interface · Lead capture hub
Four-step flow converting brand experience into qualified leads. Every outcome — win or not — routes visitors to the Barista, keeping the engagement loop alive.
Explore projects
Riyadh map
Register once
Spin to win
Barista
300K SAR discount
100K SAR discount
IQ brand gifts
05. Robotic Barista · Interactive Coffee Experience
Automated premium coffee station · Hospitality close
Two entry points: walk-in visitors start their coffee journey (directed to the Screen), returning visitors redeem their reward code or photo. No QR required. Optional registration during the wait. Coffee as the moment visitors remembered IQ long after leaving.
Moodboard & Creative Process
Client Feedback
One of the most rewarding outcomes of the project was the relationship built with the client throughout the process. Following a successful exhibition, the IQ team surprised Sentient by Elysian with a celebration on the stand, recognising the collaboration, commitment, and passion that helped bring the experience to life. Moments like these often speak louder than formal feedback and are a testament to the impact of strong creative partnerships.
At the close of Cityscape, the IQ team surprised Sentient by Elysian with a celebration on the stand, a gesture that said more about the partnership than any debrief could.