NTDP

Exhibition design and event production for NTDP's landmark presence at LEAP 2024.

Events & Experiences Creative Direction Motion Graphics Government & Public Sector

LEAP is the largest technology conference in the world by attendance, a floor where the most capitalised companies in the industry compete for seconds of attention. NTDP's brief was to hold its own in that environment while communicating something distinct: a public-sector body operating at the frontier, not behind it.

The answer was a sculptural spiral structure clad in dynamic LED lighting, a form with kinetic energy and an implicit upward pull. White and blue, the clean tones of NTDP's visual identity. Floating orb elements extended the sense of depth. The booth read as an object before it read as a stand.

Leap Booth For Ntdp, Film

Events & Experiences

Production was managed end-to-end, concept through on-site teardown, with the LED integration requiring close coordination between structural fabrication and the lighting and sound teams. The audio installation was tuned for clarity in a high-ambient-noise environment, supporting live presentations throughout the run.

The spatial sequence was intentional: approaching from the main thoroughfare, attendees encountered the spiral first as a silhouette, then as a lit environment, then as a space to enter. That progression, from form to atmosphere to interior, was the design.

Saudi Arabia's national transformation, given a physical address at the world's largest tech gathering.

LEAP is the largest technology conference in the world by attendance, held annually in Riyadh and regarded as the clearest barometer of Saudi Arabia's ambitions in the digital economy. For the National Technology Development Program, the government body responsible for accelerating the Kingdom's technology sector, a presence at LEAP is not a marketing exercise. It is a statement of institutional purpose.

The brief asked for a booth that could hold its own in an environment saturated with the world's most capitalised technology companies, while communicating NTDP's distinct identity: a public-sector organisation operating at the frontier of innovation. The solution centred on a sculptural spiral structure, a form chosen for its kinetic energy and its implicit suggestion of upward momentum, clad in dynamic LED lighting and finished in white and blue, the clean tones of NTDP's visual identity. Floating orb elements introduced a sense of depth and motion, drawing attendees inward from the wider exhibition floor.

Production and logistics were managed end-to-end, from initial concept through to on-site teardown. Strict conference timelines governed the build schedule, and the complexity of the LED integration required close coordination between structural fabrication and the lighting and sound teams. The audio installation, tuned for clarity in a high-ambient-noise environment, supported live presentations and interactive demonstrations throughout the event's run.

The design deliberately avoided the visual language of the corporate technology booth: no backlit panels of stock photography, no generic blue gradients. Instead, the structure read as an object in its own right, something that rewarded proximity and rewarded movement around it. Attendees approaching from the main thoroughfare encountered the spiral first as a silhouette, then as a lit environment, then as a space to enter. That sequence of discovery was built into the spatial planning from the outset.

The result was a booth that positioned NTDP not merely as a regulatory or funding body but as an active participant in the technology future it was commissioned to build, a distinction that matters enormously in a gathering where credibility is measured in seconds of attention.

Client

National Technology Development Program (NTDP)

Industry

Government & Public Sector

Services

Events & Experiences
Creative Direction
Motion Graphics

Event

LEAP 2024
Riyadh

Office

Riyadh

Year

2024