a 16 year partnership
At the heart of the gaming ecosystem is the flagship ICE show. Our client, Novomatic, is one of the biggest exhibitors at ICE and has built a reputation as a leader in this industry. We have worked with Novomatic for 16 years now, delivering increasingly ambitious visitor experiences at ICE – first in London and now in Barcelona.
2026 marked a new high-point in our partnership with an incredible 5,500sqm stand. Wherever you enter this space it is unmistakeably Novomatic, despite incorporating 8 different sub-brands and 5 separate country-specific areas. One of the ways we achieve this consistent experience is by co-ordinating colour and content across LED screens, LED wrapped pillars, hexagonal lighting features and a professionally designed lighting array.
business hospitality
Hospitality is at the heart of this stand – from the four professional kitchens to the cosy and authentic Admiral sports pub and the 130-seat bar. This is a space that works hard to welcome a huge number of people. Many visitors don’t even realise there’s a 590sqm double-deck business centre at one end of this stand. The interior is a discreet, air-conditioned space which keeps its connection to the energy and movement of the show through a clever use of Mesh LED panels. There are 28 meeting rooms on this stand, plus an incredible 100sqm VIP boardroom.
flying through the show
The sheer scale of the booth makes it impossible to capture in still photographs so we flew a drone around the booth at the end of day one. Check out this amazing video - it looks like CGI but is actually all real!
show-floor interview
We interviewed Stefanie from Novomatic at ICE 2026 in Barcelona. Hear what she thought about their booth and the experience of working with Evolve to deliver such a huge project.
a long-term partnership
We have been working with Novomatic at ICE London for over a decade. Click on the link in the photograph to read about the double award-winning booth we designed and built for them at ICE 2020.
