Project Brief Helly Hansen, trusted by professionals for over 140 years, set out to rethink how their brand shows up at trade shows. The ambition was to move beyond a conventional retail stand and design an immersive experience, one that celebrated Helly Hansen’s heritage, showcased technical innovation, and connected visitors with the real people who rely on the products in extreme environments.

Challenge The challenge was to translate Helly Hansen’s performance and craftsmanship into a physical space that told a clear story of innovation within the fast-paced environment of ISPO Munich. The stand needed to foreground real professionals, make complex technologies tangible, balance storytelling with live interaction, and stand out visually while staying true to the brand’s DNA

My Role I led the spatial design, 3D design, and product development for the stand, including designing the stand layout, visitor flow, and exhibition zones, integrating interactive displays to showcase Helly Hansen technology, ensuring a cohesive brand‑immersive experience, and collaborating closely with Grey London’s creative team under Matt Spink’s direction.

Results & Impact The experience transformed Helly Hansen’s trade-show presence into a narrative-driven environment that encouraged deeper engagement and longer dwell times. By making product innovation tangible and centering the voices of professionals, the stand strengthened brand credibility, improved product understanding, and stood out within a highly competitive exhibition setting.