Immersive showroom for Lufthansa Technik in Las Vegas

Imagine me in a huge trade show hall in Las Vegas. Screens blinking everywhere, aircraft parts, a constant murmur of voices, music blasting from neighboring booths. In the middle of all this chaos, something is supposed to be created that does exactly the opposite.

Calm, focus, and a sound that doesn’t shout, but impresses. In front of me are ten extremely flat Omnify speakers, designed for VVIP cabins in private jets. The question is simple and at the same time quite complex: how do you stage these speakers so that people truly experience their quality instead of just talking about it?

The exclusive offering includes a selection of immersive experiences created specifically for the show, inviting visitors to dive into a new, multi-sensory world.

Out of this question, a project emerged that feels more like a boutique cinema than a trade fair booth. An enclosed space, a curated sequence, a multisensory experience.

Right at the center: the attempt to bring together spatial sound, technical know-how, and a very exclusive target group. The highlights of the project include the impressive sound staging, innovative audio technologies, and the special atmosphere that makes the experience unique.

Why

Starting point in a noisy trade show environment

Lufthansa Technik wanted to present its new Omnify speakers at the NBAA in Las Vegas. The target group were clients from the VVIP segment who plan high-end cabin systems for private jets. Expectations were accordingly high.

At the same time, everything took place at a classic aviation trade show. Open halls, tight booth spaces, lots of noise. A single speaker on a pedestal would have been easy, but in that environment no one would have been able to perceive subtle differences in sound quality.

So the core problem was this: how can I showcase a high-end loudspeaker when the environment does everything it can to drown it out? And how can I still create an exclusive atmosphere without blasting the neighboring stands?

Goal: A self-contained world of experience in a showroom instead of a booth

It became clear very quickly that a standard trade show booth wouldn’t be enough. Instead of an open presentation area, we needed a dedicated room. A place that would set itself apart acoustically and atmospherically from the rest of the hall.

My goal was an experience that could be played with, but still clearly guided. Guests shouldn’t just walk through a sequence, but consciously perceive how sound changes, how three-dimensional playback works, and what the system feels like when you’re sitting in a jet.

At the same time, the whole thing shouldn’t feel like a classic product feature video. It should feel more like a short visit to a world of its own. With sound at the center, but supported by light, scent, and tactile details.

How

Room concept – a semi-circular hi-fi listening room

The solution was an enclosed showroom integrated into the booth. Inside, we created a roughly one-hundred-eighty-degree space with a wrap-around projection and ten Omnify speakers integrated into the walls.

The speakers were installed so that they were barely visible. Guests weren’t meant to stare at hardware, but to immerse themselves in a scene.

The technology was fully integrated into the room, not exhibited. Modern tech made it possible to seamlessly integrate the speakers and realize the immersive space. The door dampened sound to the outside and at the same time created a sense of intimacy.

The room itself worked like a small stage. A wide screen at the front, speakers all around, dimmed light, focused accents.

Moving images and visual projections were used together with the sound to create a holistic experience. It should be clear from the moment you stepped in: this is a different kind of brand presentation.

The sequence: experience first, explain second

The content was produced specifically for this room, not assembled from existing material. That is where installations like this usually fail: a product video made for YouTube does not use ten loudspeakers, it only proves they can be loud.

So the sequence ran in two stages. First a piece that uses the room, where sound moves, distances become audible and the system gets to show what it can do. Then an explanatory part for guests who wanted to know how it works technically. The order matters: whoever hears the explanation first goes on to test the claim. Whoever experiences it first wants to know afterwards how it was done.

Light, scent and haptic details came on top. Not as decoration, but because a VVIP cabin is an overall impression rather than a loudspeaker specification.

What came out of it

The effect lay exactly in the contrast the room was built for: visitors stepped out of the exhibition noise into a quiet, focused environment. Three things followed.

People stayed longer. At a trade show dwell time is the hardest currency, because it cannot be forced. A closed room with a sequence that has a beginning and an end holds people differently from an open floor.

Perceived quality rose. A high-end loudspeaker differs from the mid-field in subtleties, and subtleties disappear in a loud hall. Only the quiet room made the difference audible.

The product was experienced rather than explained. That is the real difference from a stand with a spec sheet. Nobody had to be convinced the system sounds good, because everybody had heard it.

For me that is why I push for the room early on trade show appearances, rather than for the technology. Ten excellent loudspeakers in an open hall remain ten loudspeakers. The same ten in a closed room with matching content are an experience people talk about afterwards.

Planning a trade show appearance or showroom where sound takes the lead?

The room decides whether your product is perceived or lost. Let’s talk before the stand design is fixed.