George P. Johnson needed to boost brand awareness by taking IBM on the road to key locations across the DACH region. The team designed a flexible, two-story pop-up structure comprising spaces for workshops and collaborative meetings. However, when the pandemic hit in 2020, the roadshow was cancelled, and the structure was never used.
In order to maintain connections with customers, George P. Johnson joined forces with IBM to create the Think Virtual Pop-up—an immersive 3D digital replica of the venue. The physical pop-up debuted at the IAA Mobility event in Munich in 2021, offering a fully hybrid experience. On-site events were streamed to the virtual platform, and the pop-up moved to IBM’s headquarters to host further activities for the rest of the year. Ultimately, the pop-up has created a lasting foundation for physical, digital, and hybrid experiences, serving as a powerful content platform driving IBM DACH’s marketing strategy and supporting its business goals for years to come.
