Project: Amazon Event Stand, a modular brand home presenting the Amazon portfolio. Location: Wroclaw, Lean TWI Summit conference. Client: Reequest Events for Amazon Polska. My scope of responsibility: creative concept and visual identity of the stand, design of a modular build system in two floor-area configurations, supervision of the production of the structure and furniture, selection and integration of Amazon devices, lighting set design, the multimedia and product display system, logistics of transport between events, coordination of assembly and dismantling, storage, and servicing and maintenance of the build between events. Context and challenge Amazon commissioned us to design and produce a modular event stand that was to become a long-term brand communication tool for industry trade shows, recruitment events, partner conferences and media events. It was not a one-off build for a single event. It had to be a system serving several to a dozen events a year in different locations across Poland, in three different floor-area configurations, while presenting the brand's complete portfolio. The challenge had many layers. The first was multi-brand storytelling. In one coherent narrative we had to show Amazon as a marketplace, Amazon Web Services as a cloud platform, Prime and Prime Video as an entertainment ecosystem, Amazon Devices with the Echo, Kindle, Fire and Ring lines, and Amazon Operations with its world of fulfilment centres and robotics. Each of these brands has its own tone, its own visual guidelines and its own stories to tell. The second layer was modularity. The same build had to look equally good as a large island at a launch, a medium-sized trade show stand and a compact configuration at an industry conference. Creative concept Instead of a classic trade show build with a counter, a roll-up and a product display, we proposed the concept of "the Amazon home". The stand was to imitate a living space in which all Amazon devices and services live in their natural environment. Not shown in display cases, but arranged the way they stand in a real customer's home. Entering the zone, the guest found themselves in a living room. On the wall, a TV ran Fire TV and Prime Video, a Kindle with an active Kindle Unlimited subscription lay on the coffee table, and a bucket armchair invited a longer conversation next to the coffee machine. Echo Show glowed in the corner as an assistant, Ring Indoor Cam watched the entrance, Blink Video Doorbell was mounted by the "door", and Blink Mini stood on a shelf like a typical home camera. In the children's zone, Echo Dot Kids and Fire Kids created a mini world for the youngest users. Everything worked, was signed in and connected to active subscriptions. Guests could not only see the products, they could step in and use them. Aesthetically we started from the palette of Amazon's brand book, black, orange and white, but broke it with a wood-look floor, natural fabrics and the greenery of potted plants. The goal was to create a space that reads as Amazon from a distance and as a place where you want to sit down up close. We based the structure on aluminium modules with a top and side furniture panel and a fabric front and back, with Amazon-coloured LED strips running along the outline on both sides. The same module, set up in a different configuration, generated a completely different space. Modular system and premiere We designed the stand as a system of two configurations. The full variant, five by five metres, with an extended presentation zone, a B2B meeting zone with armchairs and a coffee table, a children's zone and a touch totem for independent exploration of the offer. The shortened variant, ten square metres in a five by two metre layout, kept the key elements of the display and the character of a "home" space on a much smaller footprint. Between these configurations the stand can be assembled and reconfigured without modifying the design: it is the same build, used differently. Second showing and long-term logistics After the premiere during the celebration of Amazon's 5th anniversary in Poland, held in Warsaw, the stand began to live the life of a travelling stand. One of the next showings was the Lean TWI Summit conference in Wroclaw, where the build appeared in the compact ten square metre variant. Operationally, the project required designing not only the build but the whole process of how it functions over time. Storage of elements between events, servicing and maintenance, transport between cities, assembly and dismantling schedules matched to the access windows at each location, insurance of the build and a spare parts plan all became a permanent part of the cooperation with the client.