Helping to Position PwC as the Leader in Digital Transformation
Our work with PwC Middle East runs from its Riyadh headquarters and Digital Experience Centre to the experience centres it creates with government and enterprise clients across the Kingdom. LEAP, the global technology event held each year in Riyadh, is where the firm takes that conversation onto the show floor, and we have designed and delivered its presence there since 2023. The 2026 edition was our fourth, with PwC and Strategy& appointed the event’s Exclusive AI and Data Partner.
A presence that returns every year can settle into a fixture, and a fixture stops saying anything new. PwC arrived at LEAP 2026 with a sharper position than before: it was the event’s AI and data partner, with new research to launch and partnerships to sign. The brief asked for a rethink, and we took it as the chance to change what the stand was for, so that visitors came to watch PwC think in public.
We put the theatre at the heart of the stand and made it the front door. Open to the hall, it ran a continuous programme of discussions, customer stories and demonstrations that formed part of the official LEAP agenda. Around it, the EmTech Labs showcase and AI clinic let visitors try what they had just heard, and conversations that started in the audience moved into private rooms behind. The architecture stayed quiet so the content could lead. The references came from premium airport environments, where timber, perforated metal and light do the directing and very little needs to shout.
