Dark exhibition hall with glowing blue Experience Center signage

Case study

SAP Sapphire

Orlando, Barcelona and Madrid

SAP Sapphire isn’t a trade fair stand. It’s an argument every visitor carries out in their pocket.

SAP is one of the longest relationships TSC has: multiple formats, multiple countries, multiple years. Sapphire is the one the whole world gets to see.

One thing holds across every edition. The world’s biggest SAP moment, rebuilt from scratch, and every visitor leaving with something personal in their hand. Five zones, 900 square metres, 30,000 visitors. What changes is the world we build around them, year after year.

Trade fair crowd gathers around robotic arms beneath a Smart Tag sign

What we built

2024, Orlando, then Barcelona. A personal keycard, produced on-site, unlocked individual digital content the whole way through. Five zones followed a microchip from raw material to finished product, across production facilities, offices and the smart home, with live demonstrations on real customer machinery, LED walls, 3D animation and augmented reality.

2025, Orlando, then Madrid. The whole stand became S.Tech, SAP’s own fictional company, and handed 30.000 visitors a role: CIO, CFO, COO, CHRO, each with its own zone, atmosphere and arc. Robotic arms passed out NFC smart-tags. An injection moulding machine ran live on the floor.

2026, Orlando, then Madrid. The Experience Center became a cross-industry journey with the intensity and unity of a major global sporting event, the shift from competition to collaboration, an honest taste of the agentic age, and a personalised shirt to take home. The stadium feeling, distilled.

The challenge

Reinvent the most public moment SAP has, every single year, without losing the thread. Take enterprise software, the least tactile thing there is, and put it in thousands of hands before anyone has taken a seat.