IBM
TECHXCHANGE
The ASK
Design the conference experience for IBM TechXchange 2025 — shaping the flow, layout, and spatial environments to support hands-on learning where developers and technologists build real-world skills in AI, cloud, and emerging technologies. The spaces should feel inspiring, intuitive, and thoughtfully simple.
INSPIRATION
Bold graphics, clean lines, and intentional design — drawing from IBM’s retro visual heritage and reinterpreting it through a modern lens.
Spatial Strategy & Experience Flow
The floor plan went through multiple iterations to find the most intuitive circulation for a large-scale learning environment. Linear and grid layouts created visual barriers, so the design shifted toward a central diamond configuration that became the spatial anchor of the conference.
Central Diamond Layout
The diamond created a strong core for the main activation spaces while opening sightlines in all directions. From nearly anywhere, attendees could see surrounding activity, understand where to go next, and stay oriented without relying heavily on signage.
This structure:
Maximized visibility across the hall
Encouraged exploration between zones
Prevented isolated or low-traffic areas
Maintained energy and spatial awareness
Layered Openness + Focused Zones
While the main hall emphasized openness and connection, Hall B was dedicated to computer labs and configuration spaces. These programs required deeper concentration, so they were positioned to feel more private — while still remaining open and spacious.
This created a balance between:
Exploration and immersion
Collaboration and focus
Energy and cognitive comfort
Design Development Process: Phase 1- White Models
Exploring massing, circulation, and spatial relationships to test flow, layout efficiency, and overall environmental structure.
Phase 2 — Color + Identity Integration
Introducing graphics and brand expression while refining circulation and zoning clarity as program elements are layered into the space.
Phase 3 — Refined Environment
Final rendered environment with approved graphics, defined zoning, and fully resolved spatial, material, and visual details.
Immersive Experience
Attendees engage with the space, moving seamlessly through hands-on learning zones, collaborative areas, and activation hubs. The environment encourages exploration, interaction, and discovery, bringing the design and brand to life. Watch the final conference come alive in the video below.
