Skip to main contentIBM Event Design


Our event architecture is modular and composable, designed to support events of any size or scale. Consistency in materials, finishes, furniture, and signage will create implicit cues that support our visual language. Approaching architecture as a collection of systems and principles enables creative solutions while ensuring a common look and feel. Rather than looking at architecture in a subjective manner, we will define basic principles that are systematic in nature. Creative design can and should happen through the use of these principles.

Design approach

Our approach to architecture and form is modular, supporting a broad range of event executions. This neutral design language serves to elevate bold expressions of the IBM brand and dynamic content. Focus on simple, clean geometric forms. Explore the juxtaposition of shapes, materials, light, and color. Use the IBM grid to create implied volume through cantilevered elements. Consider repetition of structures to create proportional relationships between spaces and content.

Visual inspiration

The following images are examples of how these design principles can apply to both temporary event executions and permanent fixed architecture. A shared design vocabulary will bring more continuity to user experiences across all our physical expressions.

Architecture showing basic geometric forms

Basic geometric forms
Material contrast

Interior detail showing repetition of patterns

Repetition of pattern
Linear systems reinforce our identity

Rendering of Think event space

Proportional relationships create implied space based on the IBM grid

Architecture showing cantilevered geometry

Cantilevered geometry and monolithic use of material and pattern

Rendering of event space

Shared proportional relationships between architecture and furniture

Punch card

Iconic pattern leveraged through architecture, light, and graphics

Architecture showing cantilevered geometry
Architecture showing repetition of linear geometry
Detail showing cantilevered geometry

Repetition of linear geometry across different substrates and materials

Renderings of different scales of events

Shared proportions and geometry at different scales

Architectural detail showing transculent materials
Event interior showing transculent materials

Transculent materials invite further exploration

Rendering of event space with color accents
Event interior showing color accents
Interior shot of IBM US Open event
Interior with two blue chairs

Accent furniture and color

Rendering of custom furniture in white and bright wood

Working environments reinforce core material palette

On top view of chair and table groups in warm colors

Contrast of warm and cool finishes