ABOUT

900m². 30,000 visitors. One keycard.

SAP is one of TSC's longest client relationships, spanning multiple formats, multiple countries, and multiple years. Sapphire is the one the world sees.

A universal language: the microchip. From raw material to finished product, through five zones, 900 square metres, 30,000 visitors.

The Language
SAP Sapphire 2024 was not a trade fair stand. It was an argument every visitor carried with them: a personalised keycard produced on-site, which unlocked individual digital content throughout the visit. Five zones told a story: production facilities, offices, smart home. Live demonstrations with real customer machinery. LED walls, 3D animations, augmented reality. Orlando, then Barcelona.

iF Design Award 2024 Interior Architecture
Recognised for the spatial design of the full 900m² installation across both sites.
iF Design Award 2024 Mixed Media
Recognised for integrated media conception: LED, AR, 3D and physical object as one narrative.

2025: A New Role
In 2025, the world became S.Tech, SAP's fictional company, built to give 30,000 new visitors a role in the narrative. CIO. CFO. COO. CHRO. Each business function had its own zone, its own atmosphere, its own arc. Robotic arms distributed NFC smart-tags. An injection moulding machine ran live on the floor. Orlando again, then Madrid.

“We are entering a new phase of AI, with endless possibilities for us all.”
— Christian Klein (SAP CEO)

“The energy was electric as SAP's leadership unveiled a series of groundbreaking announcements…”
— Forbes