“Orchestring a New Era”: T-Systems Brand House

Artificial intelligence is one of the central topics of the digital transformation. How can its full potential be unleashed in order to create true added value? Such questions were at the heart of the T-Systems presence at DIGITAL X 2024. After three years at the Digital Festival, T-Systems set itself the goal of making its brand house to one of the most highly frequented locations. The result was a spatial experience that combined technology, interaction and brand presence, under the motto of “orchestrating a new era”.

PHOCUS BRAND CONTACT developed a concept for the brand house that merged the iconic, heritage-listed architecture of the 25hours Hotel The Circle with T-Systems’ promise: the harmonious combination of technologies and solutions. Sessions, showcases, live demos and oneon-one-conversations spread over several floors offered a holistic experience. From the impressive ground floor with its exhibition and partner area to exclusive networking formats on the top floor – even the spa area was converted into an expert lounge.

The AI BoomBar was a highlight, acting as a thematic hub for digital solutions, and set the tone for the entire location. It symbolised the interplay of humans and artificial intelligence, creating an inspiriring platform for exchange. Digital settings, reusable branding, intelligent use of the existing hotel architecture and culinary highlights from the in-house NENI kitchen rounded off the concept. With over 12,000 visitors, the T-Systems brandhouse was one of the most frequented locations at DIGITAL X 2024.