“Unveiling the future”. The ABB booth served as a blueprint for all future ABB trade fairs around the world. The success of the booth highlighted the need for trade fairs to be designed to create unique experiences and to position ABB as a digital champion. This is achieved by showcasing the ABB portfolio in an inspiring way. The booth’s new branding not only serves an aesthetic purpose, but follows a strong storytelling approach, always focusing on value creation and innovation. This brand pilot proved how minimizing the number of exhibits opened the floor for communicating the company’s vision to actively write the age of digitalization.