Bringing Qatar Airways Cargo to life through robotics

We created an interactive robotic experience for Qatar Airways Cargo, transforming their logistics story into a hands-on brand moment.

Bringing Cargo to life through robotics

At global trade shows, it’s always a challenge to cut through the noise and make a lasting impression. Qatar Airways Cargo, the world’s leading air cargo carrier, approached us to create an experience that would showcase their world-class handling and specialist cargo services in a way that was engaging, memorable, and unmistakably Qatar Airways.

They wanted to move beyond static displays and provide visitors a first-hand, interactive look at how they deliver excellence across multiple industries, from aerospace to pharmaceuticals.

01 The Brief

The Idea

The creative idea was to turn the unseen world of cargo logistics into a tangible and immersive brand experience. We wanted guests not just to learn about Qatar Airways Cargo’s service capabilities but to feel them in action.

Our concept fused physical interaction with cutting-edge robotics: a real-world cargo plane model brought to life by a robot arm, triggered by custom made 3D-printed cargo models representing key service themes.

02 The Strategy

World Building

Visitors were greeted by an attractor video playing on loop, drawing them toward a table displaying four miniature 3D printed cargo models. Each of these models represented specific service verticals: TechLift, Pharma, WeQare Rewilding, and Aerospace.

When a model was placed on the RFID reader, the robot arm leapt into motion, scanning across a 3D plane model as an on-screen X-ray revealed the cargo hold below. The chosen cargo then appeared in full 3D animation, supported by dynamic messaging that brought Qatar Airways Cargo’s capabilities to life.

Each sequence ended with a QR code, inviting users to explore more online, before then inviting to try another theme, creating a continuous flow of engagement throughout the event.

The result was a kinetic, visually arresting experience that merged storytelling, technology, and theatre – transforming a complex service offering into an intuitive and memorable encounter.

04 Solution

The Technology

Built around a custom-built robotic arm with integrated screen, the experience combined robotics, RFID technology, real-time media playback, and responsive programming within a compact, show-safe setup.

Working with our technical partner, we customised the robot’s behaviour for public interaction, ensuring precise movement, smooth transitions, and safety compliance. The activation was tested, calibrated, and deployed at Air Cargo Europe in Munich, where our team managed installation, training, and live support across the event.