In order to meet Pirelli’s objectives, it was fundamental that the design maximised the allocated space in order to fit all of the required content, without making it feel overly crowded for the visitors. The Pirelli stand was to feature a number of interactive elements to draw footfall to the space. The Formula 1 challenge simulator was to be encompassed as a priority feature on the front corner of the space & also a ‘Batak’ reaction game to further drive the engagement experience. The design itself encompassed high level branding as part of its architectural make-up & eye catching logos using the distinctive red & yellow Pirelli colour pallet. The double deck stand was to feature an upstairs hospitality lounge where delegates could gather to hold informal discussions, with refreshments & catering facilities provided by the roof top bar. The lower deck further provided an additional 2 meeting spaces for the more formal private business meetings to be held in comfort. The British Rally car also featured as a flagship for Pirelli’s involvement in motorsport & with such high end automotive assets on display, glass partitioning combined with stainless steel handrails were used to provide crowd control protection.