Stingray – Laser Focus Trade Show Experience

Redefining an Industry
Stingray is one of Europe’s most innovative companies. As part of Novo Nordisk — Europe’s largest company by market capitalisation — Stingray has redefined how the world understands fish welfare. Their groundbreaking system uses advanced underwater cameras, machine learning, and surgical laser precision to detect, scan, and eliminate sea lice, without harming the fish or disturbing their natural habitat.

It is a technological breakthrough that helps solve one of the aquaculture industry’s greatest biological challenges, and a symbol of precision, gentleness, and relentless focus on welfare.

To communicate this vision to the world, we created a trade show stand like no other—an immersive, architectural statement that brought the ocean, the fish, and the future of aquaculture directly to the exhibition floor.

A Pen from the Deep – Brought to Life on Land
The centrepiece of the stand was built as a full-scale physical fish pen, a circular structure that wrapped visitors in a 360-degree deep-sea experience. Suspended inside was a breathtaking two-tonne LED screen—a massive digital window into an underwater world.

On this monumental display, live-action visuals showed fish swimming naturally, the Stingray system in operation, and the company’s brand film in cinematic clarity. The pen became a living organism—alive with movement, light, and presence.

Visitors didn’t just see technology.
They entered it.

Inside the Dome – Where Sound and Sea Become One
At the heart of the stand lay a dome, a circular hall equipped with an enveloping panoramic screen. Stepping inside felt like descending beneath the ocean’s surface. The soundscape was engineered through a sound well, projecting audio only within the dome, creating an intimate and almost sacred acoustic environment.

Above, the ceiling was shaped with wave-formed mirrors that rippled with reflections of light and motion—evoking the sensation of looking upward from beneath the water’s surface. At the exact centre hung the Stingray node—the technological heart of the system—floating like a guardian in its natural element.

In this space, visitors stood not beside the fish.
They stood with them.

A Stand in Two Worlds – Immersion and Insight
Beyond the pen and the dome, the stand unfolded across two levels, designed with distinct zones for open dialogue and confidential meetings. Every space was purposeful; every detail crafted with intention.

Throughout the stand, tall vertical screens told the stories of Stingray’s people—engineers, marine biologists, innovators—each with directional sound delivered through acoustic “sound fountains” so only those standing beneath could hear the narrative. It was an intimate encounter with the humans behind the technology, reinforcing that innovation is personal, not just mechanical.

Interactive zones streamed live footage directly from operational fish pens at sea, bridging the gap between exhibition space and real-world impact.

This was not a trade show booth.
It was a living, breathing ecosystem of technology, storytelling, and experience.

Laser Focus on Every Detail
Stingray’s promise is Laser Focus on Fish Welfare—and the stand embodied that philosophy in every line, surface, screen, and sound. Nothing was accidental. Every component, from the wave mirrors to the silent audio wells to the seamless integration of live operations, reflected the same precision and care that defines Stingray’s work in the ocean.

Just as the Stingray system protects each fish, we treated each element of this stand with the same attention and respect. It became a physical manifestation of the brand’s ethos:
precise, protective, pioneering.

A Statement for the Future
This stand did more than showcase a product. It positioned Stingray as a leader shaping the future of aquaculture—an industry where welfare, data, and technology converge to create healthier ecosystems and more responsible food production.

The experience made one thing unmistakably clear:
When you step into Stingray’s world, you step into the future of fish welfare.

Built with vision.
Engineered with integrity.
Laser focus on Fish Welfare.