Apr 2011
Mubadala Development Company, a catalyst for the economic diversification of Abu Dhabi, contracted Action Impact to design, produce and deliver its 1870sqm exhibition presence at the show.
Established and owned by the Government of Abu Dhabi, Mubadala’s strategy is built on the creation of partnerships and on long-term, capital-intensive investments that deliver strong financial returns and tangible social benefits for the Emirate of Abu Dhabi, contributing to the growth and diversification of its economy.
IDEX was an important communication stage to present Mubadala’s defense related companies under one umbrella. The stand needed to enable Mubadala’s subsidiary companies to develop business as well as demonstrate Mubadala’s support of the UAE and regional armed forces.
A key objective was to demonstrate and raise awareness with key stakeholders that Mubadala is delivering on its mandate to diversify Abu Dhabi’s economy and establishing new clusters of industry.
With the stand located on the main VIP thorough-fair, Mubadala and its 8 defense related subsidiaries (ADSB, AMMROC, Bayanat, Yahsat, Horizon, Al Taif, Injazat and Waha Capital), were best placed to welcome guests and provide an interactive and personal introduction.
The creative rationale of the stand was engineered elegance, making it visually striking yet functional and interactive experience, allowing equipment and simulators to be feature pieces in the overall design. Set on a white canvas, the Mubadala brand visually acted as the thread that brought the stand to life, with the brand color palette used as accents on the stand.
Attracting ongoing attention from visitors and media alike, there was no doubt that the Mubadala stand at IDEX 2011 was a success.
