"How we turned product demos into a live experience"

Music China 2024 in Shanghai is one of the world's largest music trade fairs, bringing together 100,000+ visitors and 1,800+ exhibitors over four days.

To move beyond static booth demos, we curated a 1,000 sqm interactive area and designed it as a live platform for leading music-tech brands. We invited artists from Germany, Poland, and the UK and built a program that turned product presentation into participation: hands-on stations, guided interaction formats, and live co-creation moments where visitors could engage directly with the tools and the performers behind them.

The setup brought artist-led performance formats into a traditional trade-fair environment—creating a clear reason to stop, watch, and join in. The result was sustained attention across the area and strong qualitative feedback from both visitors and exhibitors, positioning the brands in a context of authenticity, community, and real-world use.