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Vikings and SAP Sapphire win at the German Design Award 2027.

by Tommy Nick
1 min

One is set in the year 793. The other in a football stadium that only existed for two days at a time. Both are now winners at the German Design Award 2027.

Vikings: The Immersive Experience follows King Ragnar Lodbrok and Queen Aslaug through four rooms: the Forest of Time, Yggdrasil, the Cloud Room and the longship, where the sail comes down from the ceiling and the waves crash all around. It won for Best User Experience, joining two Eventex golds, a silver, a bronze and a Creativepool Bronze from this year. The longship could use a trophy shelf.

For SAP Sapphire 2026 we turned 1.100 m² into a stadium with SAP as the home club. Nine zones, gates spelling S, A and P, a robot dog in the Machine Room and a fan store where visitors ordered their own shirt. More than 20.000 people came through in Orlando and Madrid. The jury named it Best Event.

Vikings is produced by Alegria Exhibition and presented in Austria with CreARTive Group. It runs at the Marx Halle in Vienna until 10. January 2027. Sapphire has packed up its stadium, but we’re happy to talk about it.

Curious to know more? Say hello.

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