Standing out at GITEX

Creating “insta-worthy” experiences at the Etisalat exhibition stand.


Since 2014, telecom operator Etisalat each year partners with B·U·T to create memorable digital experiences at the GITEX technology fair in Dubai. Our yearly challenge is to surpass the previous edition. Skimming through the latest technology trends, we look for those that fully support the theme while having the capacity to entertain.

This year’s exhibition theme was the power of 5G. In close collaboration with the stand builder, we developed the overall theme design. We installed a race track with remote-controlled cars in a different hall of the exhibition center. From car seats with VR goggles at the Etisalat booth, visitors could control the race car and get a VR driving experience over a 5G connection between the cars and the seats.

An explosive LED show, a mind-blowing video tunnel that became a favorite selfie-spot, an interactive ‘City in motion’ set-up with haptic gloves for navigation: visitors just couldn’t help being impressed. And if they had any questions, the AI assistant was there to enlighten them.

The feedback we received suggested this was our best GITEX contribution so far. But there is always next year…

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