Challenge

At the 83rd Thessaloniki International Fair, USA was the honoured country. Google was a golden sponsor of the American Chamber of Commerce that was entrusted with operating Pavilion 13 and fill it with the best American companies that have a presence in Greece.

The brief was clear from the beginning. Google was to have a quiet booth with no extravagance that would allow visitors to learn about their products without a pompous presence. We were inspired by the home-like look and feel of their offices in order to create a space made of wood and some splashes of colour scattered on the surfaces.

The resulting booth was a series of wooden and white arches that created a unique space and divided the total of 150 sq.m into smaller areas that showcased Google products for the visitors. Google’s red, blue, green and yellow were always present on the wallpapers and mix of modern and vintage furniture that combined wood, metal and fabric.

Google Grow Greek Tourism online was in the center of the booth, where people could learn about the digital tools that the company offers to small and medium enterprises in the tourism industry in order to grow their business using the internet. Two large 4K screens were used to show success stories of companies that used the platform to promote their products and services.
At the Google Arts & Culture and Google Earth areas visitors could use the respective applications and reveal their capabilities for education and discovery. While using the apps on touch screens, these were mirrored on large plasma walls for the rest of the visitors.
Next to the meeting room, visitors could have fun playing with Tilt Brush, Google’s VR painting platform. The resulting sketches were projected on large screens where people that were not playing at the moment could view the immense capabilities of Google’s innovative application.