Amazon AWS

At ANCI, the annual event bringing together representatives from municipalities across Italy and attended each year by the President of the Republic, Amazon Web Services appears alongside the mother brand Amazon. This is the challenge of every edition: while Amazon enjoys broad brand awareness, AWS speaks specifically to those within the public administration who make decisions about infrastructure and security. We design the stand so that the first brand can leverage its pulling power while the second has the space to explain its offering, without the awareness of one overshadowing the value proposition of the other.

The latest edition celebrated fifteen years since Amazon arrived in Italy. From the key concept “The story behind a click” came the event design and the experiential flow of the space: a physical reproduction of the Amazon parcel placed beneath a double illuminated portal at the entrance, with an interactive timeline on the outer wall and, inside, the logistics network brought to life through video content through to a replica of a Kiva robot. The previous year, the concept “Innovating for the Country” had taken the form of a network of LED connections wrapped around a suspended silhouette of Italy.

The AWS presence is the technological heart of the immersive journey, culminating in the AWS House, a dedicated virtual reality station. Once wearing the headset, visitors enter the cloud infrastructure, discovering the support offered to companies and institutions on both a global and local scale. Through virtual reality, the abstraction of a data centre becomes a space that can be explored and, above all, a memorable immersive experience.

Around the AWS House, the stand unfolds into interactive engagement across different formats, including stations dedicated to individual areas of the offering, games and quizzes, tests, generative AI demos for public administrations and prizes to be collected from a locker. The number and nature of these activities changes with every edition, while the criterion behind the stand design remains consistent, with colours and materials always aligned with Amazon and AWS guidelines.

Corporate events for the Public Sector, however, go well beyond trade fairs. For the AWS Initiate Roadshow, we selected and managed the host venues and coordinated suppliers across the Italian stages through to the final event in Rome, as well as producing roll-up banners and gadgets for participants. For the CEAL plenary assembly at Villa Miani, where AWS was a sponsor, we managed the venue set-up with totems, table talkers and mugs, together with a dedicated station designed to enhance the Roman skyline visible from the villa’s panoramic viewpoint.