A black and white exhibition booth with people standing in front of it.

Exhibition Design

Mapping the perfect customer journey


For its first major exhibition showcasing its dual roles of development and investment promotion, Shurooq needed to make sure it didn’t get lost among the bigger players at the Arabian Travel Market 2012. MBLM was charged with helping create a powerful brand presence.

Taking into account the need for various functions such as press photo opportunities with dignitaries, private meetings and project showcases, MBLM mapped out a comprehensive customer journey complete with specific zones and content to fill the tight space. Working closely with the builder, we designed the exhibit to optimize the use of technology. We also created a series of presentations on investment opportunities and a corporate video that were looped on multiple devices throughout the event.


The overall design far exceeded that used in previous exhibitions, visually marking a change in the organization and adding the level of sophistication needed to stand out. Shurooq received great media coverage and long visits on the stand by royalty from Dubai and Abu Dhabi, among others. The exhibition was used again in China, the UK and Germany, and set the standard for the company’s future presence at exhibitions, both domestically and globally.

A group of people standing in front of an exhibition booth.
Exhibition design featuring a wall-mounted model city
A museum exhibition design featuring information displayed on a wall.
An Exhibition Design featuring an iPad displaying a model of a city.

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