Technology, bold visual identity, and interactivity.
These were the three key elements behind the design of the Public Power Corporation’s (ΔΕΗ) booth at Schoolwave 2025, a project carried out by Street Smart Lab on behalf of the advertising company DDB.
But how were these elements brought to life?
The Concept
The booth was designed to introduce a new product to a young, digitally engaged audience within an environment that speaks their language.
Modern materials, digital displays, and visual elements inspired by youth culture and music were used throughout. Every detail was carefully considered to balance functionality, accessibility, and visual appeal, ensuring the booth both blended with the venue and stood out within it.
The booth measured 8 x 8 meters, with a height of 3.3 meters. It was supported by a perimeter framework made of aluminum trusses, offering structural stability and a clean geometric form. The flooring was finished with vinyl, selected for its ergonomic comfort, visual clarity, and contemporary look.
LED strips were integrated into one side of the structure to create a fiber optic-like effect, which visually conveyed the product’s core concept of speed. Targeted lighting was also used to enhance the photo-friendliness of the booth and naturally guide visitor flow, contributing to an intuitive and immersive experience. The walls were clad in polycarbonate material, chosen because it's durable, light-weight and semi-transparent, which allowed light to diffuse evenly throughout the space, enhancing the booth’ s modern, tech-driven feel.
Audiovisual content was equally important for the final experience. At the back of the booth, a large 3.9 pixel pitch LED screen, split into five sections, ran branded content in a continuous loop. Dynamic motion graphics, speed-inspired messaging, and shifting visuals created a vibrant, ever-evolving digital backdrop. On one of the side walls, an interactive zone featured custom-designed games that drew visitors in, sparked curiosity, and turned the product introduction into a hands-on, immersive experience.
The Experience
This was an interactive, technology-friendly space where:
- Speed, the core concept of the product, was expressed through light, visuals, and play.
- Visitors were invited to participate, not just observe.
- The brand spoke in first-person, using a direct, familiar, and non-commercial tone.
- Technology was not just presented, but embraced as a way of life.
About the festival
The booth was featured at MAD, EJECT Festival, and, of course, at Schoolwave 2025, which returned to Technopolis after 20 years, bringing together the country’s largest community of student and university bands. By stepping in as a major sponsor, PPC (ΔΕΗ) embraced the spirit of a festival that gives a stage to the next generation.
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