Hitachi
CES '25
2,000
Scans
50+
High-Value Customer Meetings
10
Demo Stations
CHALLENGE
Following the success of CES 2025, Hitachi tasked INVNT with designing and producing a bigger, more unified presence for 2026. The challenge was to elevate the existing booth design while preserving the brand DNA, scale the footprint without losing intimacy, and connect seven separate business units from Hitachi Rail to Hitachi Cyber under one seamless narrative. All of this needed to bring the brand’s vision of a “”harmonized society”” to life in a way that felt clear, immersive, and deeply engaging for CES attendees.
STRATEGY
INVNT extended the original 2025 architecture, keeping signature features like the angled walls and red fins, while evolving the booth layout into a circular hub and spoke model for improved flow and engagement. The dual-level structure featured a public-facing ground floor designed for discovery, with private meetings and executive interactions held upstairs. The booth was themed by societal impact areas, not internal org charts, with zones for Mobility, Energy, and Innovation, creating a relatable user journey.
The hero technology was HMAX, Hitachi’s new AI suite, positioned as the connective tissue across all business units. Our storytelling reframed AI not as a concept but as a practical solution to real-world challenges. Bite-sized, 10-minute presentations took place at the Innovation Theater, ensuring high energy and retention, while custom black Hitachi chip tokens incentivized engagement across ten demo stations, gamifying the entire experience. At CES Foundry, Hitachi also made headlines with a new AI partnership presentation alongside NVIDIA, further cementing their position at the intersection of physical AI and societal transformation.