MOIA
UITP 2025: two interactive exhibition booths on the future of autonomous driving.
Context
MOIA moves people, cities, and mobility. As a subsidiary of the Volkswagen Group, MOIA pursues a clear vision: to make cities more livable – through shared, electric, and autonomous mobility solutions. The UITP Global Public Transport Summit 2025 in Hamburg was the ideal stage for this: an international industry event that brings together decision-makers and mobility visionaries from around the world. For MOIA, it was clear that this was not just about showcasing a product, but about bringing a promise for the future to life. MOIA moves people, cities, and mobility.
Approach
How can a brand that stands for connected urban mobility be translated into a physical space? Our approach: a trade show booth that doesn’t just present, but connects. An open experiential space that gets people moving, provides orientation, and makes MOIA’s brand strategy tangible and experiential. The trade show booth was therefore not conceived as a traditional presentation space, but as a fluid experiential space that enables interaction, offers orientation, and connects in the best sense of the word. Together with Studio Huber, we designed a spatial layout that creates openness, without barriers or fixed zones –instead featuring fluid transitions and clear user guidance.
Client |
MOIA |
Interior Concept |
|
Documentation |
Adrian Bedoy |
Construction |
The Network Area was the heart of the booth – a place for real exchange, encounter and connection. 15 talks and 179 international media outlets covered MOIA's presence at UITP on-site.
Rounded, voluminous elements define the stand’s design language and echo the UI of the MOIA app. Materials such as metal tubes, perforated metal sheets, concrete surfaces, and wooden elements are inspired by contemporary urban aesthetics and give the stand a modern character that allows for free movement. The brand color blue ties the individual areas of the stand together and runs as a defining element throughout the entire exhibition stand.
MOIA stands for connection – and this connection became more than just a visual idea. It became an experience. As part of our 360° concept, we developed a variety of interactive formats that activated the brand across digital, physical, and emotional dimensions, creating a stage for interaction, play, and discovery.
“Once again, our collaboration with BRStudio was marked by a high degree of mutual trust. The team impressed us once more with their strong creative ideas and guided us through every challenge with great dedication. The combination of creative thinking, technical expertise, and structured execution makes BRStudio a partner we highly recommend. The results speak for themselves, and we look back on the project with complete satisfaction.”
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