Bombardier @ NBAA ’25
- ClientBombardier
- Services
- IndustryLuxury | Aviation
- ProjectNBAA Convention
- LocationLas Vegas
At NBAA–BACE Las Vegas, 2Heads and Bombardier redefined what a tradeshow can be, blending luxury hospitality, modular innovation, and digital storytelling to launch Chasing the Dawn and the landmark 50-aircraft BOND client announcement.
Tradeshows need to Evolve
In an era when audiences crave deeper connection, traditional tradeshows risk falling behind.
At NBAA–BACE 2025 in Las Vegas, Bombardier and 2Heads asked a provocative question: ‘What if a tradeshow could feel like a brand world instead of a sales floor?’
Together, we created an experience that didn’t just showcase Bombardier’s aircraft, the event showcased the future of industry engagement.
01
The Brief
Elevating NBAA with Bombardier
NBAA–BACE is the world’s largest business aviation event, where manufacturers, innovators, and operators showcase the aircraft and ideas shaping the skies. For 2025, Bombardier wanted more than just a presence at this iconic event, they wanted impact! Bombardier tasked us, as their long term partners, with reimagining their static display at NBAA as a new kind of hospitality environment. One that reflected their leadership in performance, luxury, and innovation while supporting major global announcements, media activity, and the unveiling of their Chasing the Dawn campaign.
NBAA–BACE is the world’s largest business aviation event, where manufacturers, innovators, and operators showcase the aircraft and ideas shaping the skies. For 2025, Bombardier wanted more than just a presence at this iconic event, they wanted impact! Bombardier tasked us, as their long term partners, with reimagining their static display at NBAA as a new kind of hospitality environment. One that reflected their leadership in performance, luxury, and innovation while supporting major global announcements, media activity, and the unveiling of their Chasing the Dawn campaign.
The Bombardier activation at NBAA needed to:
- Deliver premium hospitality for VIP guests, owners, and operators
- Integrate the new Global Stage for product storytelling and keynote moments
- Provide a platform for press and brand announcements, including Bombardier’s landmark 50-aircraft BOND client reveal
- Reduce the build time and operational complexity historically required for such activations
- Showcase Bombardier’s forward-thinking partnership with Cirque du Soleil and the wider brand world
Key deliverables included:
- Modular hospitality environment
- Global Stage LED experience,
- Chasing the Dawn brand activation
- Digital content, spatial planning and delivery
- Duration: One-day installation (versus traditional 4–5-day builds)
02
The Challenge
Luxury, logistics, and legacy… all in one place.
The challenge was to deliver a premium environment that could host press, clients, and VIPs at the busy Henderson Executive Airport, with a one-day build time instead of the typical four or five. At stake was more than efficiency, Bombardier and NBAA were both seeking a new model for tradeshows. One that was agile, sustainable, and truly experiential
The challenge was to deliver a premium environment that could host press, clients, and VIPs at the busy Henderson Executive Airport, with a one-day build time instead of the typical four or five. At stake was more than efficiency, Bombardier and NBAA were both seeking a new model for tradeshows. One that was agile, sustainable, and truly experiential
Bombardier’s presence at NBAA has always been synonymous with sophistication. Yet in 2025, the challenge was about evolution:
- How can a tradeshow static display compete with high-impact digital storytelling?
- How do you maintain a luxury experience on the tarmac of a busy executive airport?
- How can a complex activation be installed in just one day?
2Heads answer to this challenge… reimagine the entire format.
21The Process
Modular Hospitality Pods
Drawing inspiration from luxury automotive showcases such as Pebble Beach Concours d’Elegance, 2Heads designed an experience built on modularity, hospitality, and cinematic impact. Bringing the successful European and Canadian pod systems to the USA, 2Heads engineered expandable, air-conditioned, fully catered environments that offered intimate VIP and CX meeting spaces fit out toe elevated standards echoing Bombardier’s aircraft design language
The Global Stage
A 15-foot-tall circular LED installation became the focal point of the static display; a portal into the world of Bombardier. Wrapped in digital content developed by 2Heads, the screen enveloped visitors in cinematic motion, performance videos, and the unveiling of the Chasing the Dawn campaign. The Global Stage also hosted thought-leadership sessions moderated by aviation influencer @JetGirlStephanie (Stephanie Goetz), amplifying Bombardier’s voice across media and social channels.
“Chasing the Dawn”
The visual language of Chasing the Dawn; sunrise gradients, horizon lines, and a sense of forward motion, was woven throughout the space. The design turned the horizon itself into a brand moment, balancing engineering precision with emotional storytelling.
Project Maverick & Support Zones
Behind the scenes, 2Heads coordinated logistical precision to house three aircraft, create private CX zones, integrate staff trailers, and manage guest flow, all while maintaining the refined aesthetic of a luxury showcase.
04
Solution
A Hospitality-Driven Experience
The final execution transformed Bombardier’s static display into a luxury airfield experience unlike anything else at NBAA.
- Three Bombardier aircraft framed a hospitality-first environment that felt curated, calm, and cinematic.
- Guests moved seamlessly between shaded lounges, curated installations, and the immersive Global Stage.
- Every visual, sound, and digital transition reinforced Bombardier’s identity as a brand that moves the world forward.
The new modular system represented not just efficiency but evolution. What once required four days of setup was now achieved in one, proving that sustainability, agility, and luxury can coexist.
The final execution transformed Bombardier’s static display into a luxury airfield experience unlike anything else at NBAA.
- Three Bombardier aircraft framed a hospitality-first environment that felt curated, calm, and cinematic.
- Guests moved seamlessly between shaded lounges, curated installations, and the immersive Global Stage.
- Every visual, sound, and digital transition reinforced Bombardier’s identity as a brand that moves the world forward.
The new modular system represented not just efficiency but evolution. What once required four days of setup was now achieved in one, proving that sustainability, agility, and luxury can coexist.
The Impact
Operational Impact
- Installation reduced from 4–5 days to 1 day — setting a new benchmark for tradeshow efficiency.
- Reusable modular system ensures sustainability and cost-effectiveness for future events.
Brand Impact
- Delivered a high-profile global announcement of Bombardier’s 50-aircraft order by BOND, covered by major industry media.
- Successfully launched Chasing the Dawn campaign to international audiences.
- Achieved a premium guest experience that mirrored Bombardier’s aircraft interiors.
- Elevated Bombardier’s influence with NBAA organisers — shaping how future tradeshows might be delivered.
Audience Impact
- Hundreds of VIPs hosted in luxury comfort
- Influencer-driven amplification through @JetGirlStephanie
- Industry recognition for setting a new benchmark in tradeshow activation design
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