For SAP Sapphire 2024, PwC transformed a 30,000 sq ft ballroom into a fully branded, multifunctional hub that unified thought leadership, community, and product innovation while supporting everything from a three-court pickleball tournament to executive meetings, demos, receptions, and live content capture. The space was designed as a high-end, flexible environment—leveraging projection-mapped architectural panels and a broadcast-style news desk—to seamlessly shift between athletic energy, hospitality, and professional storytelling without losing PwC’s elevated brand presence. The result was a vibrant, premium destination that became a central gathering point at the conference, reinforcing PwC’s leadership and ability to create dynamic, memorable experiences.