IBTM World’s brand new theatre concept, designed by ACS Audiovisual Solutions, is set to transform the conference experience with an immersive environment built for the next generation of event education. Forming part of IBTM’s refreshed brand identity, the change reflects IBTM’s evolution and reinforces its position as the industry’s most future-focused event. By pioneering a more inclusive and engaging educational environment, IBTM is redefining event learning as a unique and immersive experience.
Designing for changing audiences
People are navigating more information, while differing in their expectations, access needs and preferred ways of learning. A conventional stage and rows of seats will not always create the conditions for attention, participation or useful exchange.
The 2026 conference programme is designed for an age of disruption, when artificial intelligence, economic uncertainty, changing audience expectations and new definitions of value are reshaping events. IBTM and ACS have therefore looked at the full learning environment, from the physical staging and acoustics to how attendees move between content, meetings and networking on the show floor.
Inclusive design
One of the first aspects ACS focused on was creating simpler, calmer, more inclusive spaces to help all attendees absorb and engage with content. While IBTM World is intentionally a high-energy event, ACS designed the theatre environment with a wide range of needs in mind – creating considered spaces that balance the energy of the show floor with moments of calm, learning, and connection.
Simple touches all add to this feeling, for example the light-coloured walls, curved stages, and soft LED lighting – all contrast with traditional set design which is typically comprised of dark colours, hard edges and harsh lighting.
Anna Kerimova, Sales Executive at ACS, comments: “Small shifts in colours and design can make a huge difference. Our aim was for a futuristic feel without overloading the room. We wanted to use technology to create a light, clean and calm space. On a busy show floor, this can make all the difference.”
Technology, intelligently employed
There is an interesting tension between the sophisticated use of technology in the stage set design and the pared back, simple environment this technology is employed to create. For both ACS and IBTM it was not about trying to revert to a time when people gathered without technology, it was about leveraging technology to help attendees feel present in the moment.
ACS really leaned into this concept when developing their staging design. From lighting and sound to visuals and spatial design, every element works together seamlessly to enhance the overall quality of the event experience. Comments Anna: “The technology should serve a purpose; it’s not there for the sake of it. Technology is not there to distract, it’s there to add to the experience and to make it more valuable.”
Immersive Sound and vision
Clever, thoughtful technology design is woven throughout the entire staging concept. ACS have integrated lighting columns to help make the spaces feel expansive. Strategically positioned cameras show close-ups of speaker emotions in real time, and transparent LED walls lend a holographic, futuristic vibe. Meanwhile, roaming light bowls above the seating involve the audience in the experience, without putting a spotlight on anyone.
Anna from ACS comments: “The aim was to create a soft immersive experience. There is more equipment but it’s more discreet and more sophisticated.” For example, over one hundred individually programmed and synchronised kinetic LED balls arranged in different shapes around the room look simple and elegant but took over 25 hours of programming to create.
One of the strengths of the IBTM conference programme is that all education sessions take place within the show floor environment. This creates a connected experience, allowing attendees to stay immersed in the event energy while moving between education, networking, and meetings.
From a technical perspective however, it brings additional considerations, with each conference space requiring soundproofing to minimise disruption and maintain a high-quality learning environment. This was achieved through not only by using bespoke sound dampening curtains but also by carefully designing and calculating the positioning, type and number of speakers to ensure optimum sound coverage inside the temporary rooms without interference from the show floor and vice versa.
In summary, IBTM’s new theatre concept combines cutting-edge sound, lighting and visual technology to create a conference experience that is as engaging as it is accessible. Developed with the needs of today’s diverse, multigenerational audiences in mind, and in recognition of the growing challenge of content overload, the concept places audience experience at the centre of every design decision. The result is an immersive educational environment that maximises learning, encourages meaningful interaction and reinforces IBTM’s position as the industry’s most future-focused event.
Register to attend the event here.
