For Sole DXB 2019, Jack Morton Worldwide commissioned Evolution to design and construct a triple-deck Adidas pavilion within Dubai Design District.

The creative language drew on the gritty architecture of the London Underground. Rather than applying an urban graphic treatment to a conventional stand, the structure itself became the brand experience through layered levels, structural rhythm and integrated retail display.

A second-level VIP viewing deck extended the purpose beyond product presentation, giving invited guests a premium relationship with the festival’s main stage and making the pavilion part of the wider event experience.

The Challenge

The design needed to achieve the visual density of an underground transport environment while operating as a functional retail, hospitality and viewing structure across three levels.

Because the pavilion carried guests above ground level, structural performance and approval were central to the concept. The experience could only open if its immersive design was supported by a robust engineering solution and Municipality compliance.

The Solution

Evolution designed and built the structure using an innovative TSG hybrid system, creating the industrial geometry and layered architecture required for the London Underground-inspired environment.

Retail displays were integrated directly into the pavilion so products appeared within the spatial story rather than inside a separate merchandising zone.

The upper VIP viewing deck was positioned to create a premium outlook towards the Sole DXB main stage. This gave the stand a role beyond retail and encouraged guests to remain within the Adidas environment during the live festival programme.

A detailed STAAD structural analysis was completed to secure Municipality approval, aligning the visual ambition with the safety and compliance requirements of the three-level temporary structure.

Delivery Highlights

• Triple-deck Adidas pavilion at Sole DXB 2019.
• Creative direction inspired by the London Underground.
• Innovative TSG hybrid structural system.
• Integrated retail displays and urban architectural details.
• Second-level VIP viewing deck facing the festival main stage.
• Detailed STAAD analysis supporting Municipality approval.
• Complete design, construction and compliant event installation.

Outcome

The pavilion gave Adidas a visible architectural presence within Sole DXB. Visitors could browse product, explore the layered environment and experience the festival from an elevated brand-owned viewpoint.

The immersive quality came from the building itself: structural design, retail function and hospitality were combined into one recognisable urban experience rather than added as separate stand features.

Project Ecosystem

Client:

Jack Morton Worldwide

Evolution Events: Led client coordination, festival-site planning, approval management and delivery integration with Jack Morton Worldwide.

Evolution Scenic: Engineered and constructed the triple-deck pavilion, integrated retail displays and VIP viewing structure.

Additional Project Support:

Evolution Furniture - Evolution Site Services - Evolution Technical

The 18th session of the UN Industrial Development Organization General Conference was held at Emirates Palace from 3 to 7 November 2019 under the theme Industry 2030 - Innovate. Connect. Transform our Future.

Evolution was appointed to deliver the exhibition at the centre of the conference. The strategic opportunity was to turn industrial-development policy into an environment delegates could explore through distinct subjects, interactive technology and visual storytelling.

Instead of one continuous information display, the atrium was organised into themed hubs that allowed complex global priorities to be encountered in focused, human-scale experiences.

The Challenge

The exhibition needed to translate a broad policy agenda, spanning technology, sustainability, partnerships, entrepreneurship and industrial development into an engaging visitor experience.

The challenge was to move beyond information-led displays and create an environment where complex themes could be understood, explored and discussed.

Set within Emirates Palace, the exhibition also had to operate within a formal international conference environment.

The design needed to introduce impactful scenic and digital elements while respecting the venue’s architectural character, maintaining clear delegate circulation and creating space for meaningful engagement with each subject area.

The Solution

Evolution designed and produced seven themed hubs covering Gender, Youth and Entrepreneurship, Circular Economy, Industry 4.0, Industrial Parks, Sustainable Energy and Partnership content.

Programmed touchscreens, iPads with personal headsets, AI stations and large-format screens gave each subject an appropriate mode of interaction. Delegates could choose where to focus and move between overview, personal listening and deeper digital exploration.

Scenic panels transformed the atrium into a coherent exhibition environment while maintaining open routes and comfortable engagement space around the hubs.

A dedicated gallery for Elisabetta Lattanzio Illy’s photographic exhibition, Transforming Needle and Thread into Women Empowerment Tools, introduced a more human and cultural perspective alongside the policy and technology content.

Delivery Highlights

• Interactive exhibition for the UNIDO General Conference at Emirates Palace.
• Seven themed content hubs aligned with Industry 2030.
• Programmed touchscreens and large-format digital displays.
• iPads with personal headsets for focused content engagement.
• AI stations supporting interactive learning.
• Scenic transformation of the Emirates Palace atrium.
• Dedicated photography gallery focused on women’s empowerment.

Outcome

The atrium became an active learning environment rather than a backdrop to the conference. Delegates could move between policy themes, test different digital formats and encounter both institutional and human perspectives on industrial development.

The exhibition made Industry 2030 easier to navigate by giving each subject a distinct physical and interactive identity within one connected experience.

Project Ecosystem

Client:

UNIDO

Evolution Events: Led exhibition strategy, content-environment planning, gallery coordination, production management and conference delivery integration.

Evolution Scenic: Designed and produced the seven hubs, atrium scenic panels, gallery environment and physical exhibition architecture.

Evolution Technical: Integrated the programmed touchscreens, iPads, headsets, AI stations and large-format screen systems.

Additional Project Support:

Evolution Furniture - Evolution Site Services