Retail 2020 Event, Case Study

Retail 2020 Didn’t Want a Concept. They Wanted Proof You Could Walk Through.

For Diversified Exhibitions, Morris didn’t just give a keynote. He built a full-scale, immersive pavilion  a living, walk-through exhibition of the future. It was designed to let over 100,000 attendees touch, taste, and interact with what tomorrow might feel like.
Inside the space: AI sommeliers, frictionless check-in and checkout, in-room dining through smart screens, voice-activated concierge assistants, digital mirrors, smart lighting and blinds, and checkout-free café stations. It wasn’t theory. It was foresight  spatial, sensory, and real.

Shift: From trend reports to walk-through foresight environments that mirror future hotels, venues, and retail spaces.

The result?: It became a benchmark for how strategy and storytelling can reshape experience design and inspired rethink across hospitality, tourism, retail, and event design.