Airbus at ILA 2026: Brand Presence & Exhibition Stand

Challenge and concept

Nine Airbus touchpoints across the ILA site had to feel like one unified experience for visitors.

The pavilion and adjacent Static Display formed the heart of the overall presence. They were complemented by a 250 m² stand in Hall C focused on innovation, eco-sustainability and recruitment, the Airbus Tactical Operation Centre, two themed stands dedicated to Connected Intelligence and Space, an additional Recruiting Hub, and Airbus Airborne Solutions within the German Armed Forces presence at ILA 2026.

Each touchpoint had its own role. Yet each area still had to be instantly recognisable as part of a single, coherent Airbus brand world.

For the pavilion, VRPE worked with Airbus to develop a new visitor journey. It had to accommodate several hundred visitors every day, each with different priorities and schedules. Clear wayfinding, distinct areas for different visitor needs, and flexible spaces for conversations, meetings and hospitality were therefore essential.

Together, these spaces gave Airbus products and topics a shared home. The journey moved from visible products to personal encounters, and from technological proof points to deeper information and dialogue.

Development

Within just a few months, a concept for each element of the brand presence was developed in close collaboration with Airbus.

The Airbus brand guided every design decision.

In the pavilion, expansive glazed surfaces created a strong visual connection between the interiors and the Static Display, keeping the aircraft continuously in sight from the meeting and hospitality areas.

Each Airbus location at the show had a distinct role. Recruitment works differently from hospitality. A demo centre follows different rules from a themed Connected Intelligence space. Yet visitors moving from the exhibition stand in the morning to the Static Display in the afternoon still had to experience the same Airbus brand at both touchpoints.

Delivery

The pavilion was built and handed over fully operational within 20 days.

In parallel, VRPE coordinated the delivery of all the other Airbus touchpoints. Different spatial formats, content and technical requirements had to be brought together within a tight schedule.

A unified design approach, clearly defined quality standards and centralised project management created a consistent brand presence.

The result was a coherent Airbus brand experience connecting product presentation, communication, hospitality, innovation and recruitment.

Sustainability

The reusable pavilion structure formed the basis for a clear architectural language. System elements were used wherever they made sense, both aesthetically and functionally.

The unified design approach reduced the need for bespoke solutions. Custom-built elements from previous projects, rental furniture and items from VRPE’s own inventory were reused.

Recycled carpet was used throughout the floor areas. The room dividers also followed a material-efficient approach: their lightweight construction created privacy using less material and can be reused for future projects.