A brand experience with vision

Swisscom (Schweiz) AG, General Assembly, Hallenstadion Oerlikon

This year, Swisscom’s General Assembly placed the spotlight on innovation, using an interactive exhibition to communicate future-relevant trends. At the large-scale event, attended by more than 1,000 shareholders, Messerli was responsible for the concept as well as the complete setup and dismantling in Zurich’s Hallenstadion. In close collaboration with Eggert + Friends, this partnership created a brand experience that made innovation tangible.

From the moment guests entered the venue, they were immediately immersed in the experience. Numerous wooden house silhouettes – previously used at other Swisscom events – formed a modular backdrop that brought various future themes to life. At the Campus stand, visitors could engage directly with experts to learn more about digital services, new technologies and offers – a place for genuine encounters within a carefully designed spatial brand environment.

The aperitif area was fully dedicated to the brand experience, featuring interactive stations that invited participation. Among the highlights was a drone show that demonstrated practical applications of drones as a service and helped to reduce hesitation around the technology. Another standout attraction was the AI Selfie Spot – an intelligent photo booth that transported guests into digital scenarios. Both elements showcased how content can be communicated in a playful yet informative way.

For the main assembly, the other half of the hall – as in previous years – was transformed into a modern stage setting complete with LED screen. The stage not only provided space for the official agenda items but also impressed with its strong visual presence. Functional and stylish rental furniture from Messerli’s collection ensured a cohesive ambience throughout the venue.

The clever combination of media technology, lighting design and spatial structure resulted in a holistic brand presentation that powerfully expressed Swisscom’s values and its vision of progress, connectivity and technology. Thoughtfully designed signage and a clear spatial layout made it easy for visitors to navigate intuitively. Our constructions and the coherent signage concept supported not only the functionality of the event but also its core message: Swisscom connects – people, technologies, ideas.