ABOUT

The challenge:
At VivaTech – one of Europe’s biggest and busiest tech stages – AWS needed to stand out with a bold new visual identity. The task wasn’t just to show up, but to translate a complex, evolving brand into a clear, high-impact physical experience.

The solution:
JPC created a striking architectural concept built around a glowing overhead canopy, designed to maximise visibility and anchor the stand on the show floor. Inside, clearly defined yet cohesive demo zones brought AWS’s diverse propositions to life, while partner integrations were seamlessly woven into the experience without diluting the brand.

Delivered in close collaboration with AWS’s local production team, the space balanced bold design with operational precision – ensuring a consistent, scalable brand expression across every touchpoint.

The outcome:
The stand became one of the most recognisable at VivaTech, attracting strong footfall and widespread acclaim. It set a new benchmark for AWS’s global event presence – proving how strategic design and storytelling can transform a booth into a flagship brand experience.