A Blueprint for immersive events

How EDGE Used Immersive Event Technology to Dominate IDEX 2025

EDGE, a global leader in advanced technology and defence solutions, made a powerful impact at the International Defence Exhibition & Conference (IDEX) 2025 by leveraging immersive technology to showcase over 200 cutting-edge defence solutions.

[ 01 Challenge ]

As the event’s Strategic Partner, EDGE maximised engagement by transforming its exhibition into an interactive, multi-sensory experience that demonstrated its innovations across air, land, sea, electronic warfare, cyber, and space domains.

Standing Out in a Competitive Exhibition

With IDEX being one of the world’s most influential exhibitions, EDGE needed to stand out from over 1,000 exhibitors. The challenge was to effectively communicate the scale and sophistication of its rapidly expanding portfolio while ensuring that visitors, stakeholders, and potential partners could engage meaningfully with its disruptive technologies.

[ 02 CHEMISTRY]

To address this, EDGE deployed Living Lab’s technologies in a range of immersive technologies, creating an unparalleled visitor experience

Leveraging Immersive Technologies for Maximum Engagement

Augmented Reality (AR) Product Demonstrations
Visitors engaged with EDGE’s unmanned aerial systems and advanced munitions through AR interfaces, allowing them to explore technical specifications and operational scenarios in real-time.
Virtual Reality (VR) Simulations for Real-World Training
EDGE developed highly realistic VR combat simulations, enabling visitors to experience the effectiveness of its next-generation defence systems in simulated battle environments.
AI-Powered Interactive Displays for Custom Engagement
AI-driven digital assistants provided on-demand insights about EDGE’s offerings, personalising recommendations based on visitor interests.
Holographic Projections to Showcase Innovation
High-definition holographic displays showcased the intricate design and functionality of key products like the JENIAH combat UAV and the FALAJ 3 patrol vessel.
Multi-Sensory LED Walls for Immersive Storytelling
Large-scale LED screens integrated real-time animations, immersive storytelling, and live feeds from the exhibition, creating a fully interactive brand experience.

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immersive event technology

95%

AR and VR in Exhibitions

85%

interactive event solutions

99%

AI-powered event technology

99%

[ 03 RESULTS]

EDGE’s innovative approach and our innvative, fresh tech delivered tangible outcomes, reinforcing its position as a technology leader:

Immersive Event tech Redefines Engagement

Increased Visitor Engagement

Over 30% more foot traffic compared to IDEX 2023, with record-breaking dwell times at interactive stations.

Enhanced Brand Perception

Surveys indicated a 40% increase in brand recognition and positive sentiment towards EDGE’s technological capabilities.

Stronger Business Impact

Secured multiple strategic partnerships and global collaborations, driven by the high-impact immersive experience.

Global Media Attention

EDGE’s exhibition was widely covered by industry media, further amplifying its reach and influence.

[ 04 Conclusion]

By seamlessly integrating immersive event technology into its IDEX 2025 presence, EDGE and Living.Lab technology redefined the way technology is presented and experienced. This case study highlights the power of immersive engagement in elevating brand storytelling, fostering deeper stakeholder connections, and driving commercial success.

EDGE continues to push boundaries in immersive technology, with plans to expand its use of AI, metaverse-based simulations, and mixed-reality training solutions for future exhibitions and defence applications.

To learn more about EDGE’s innovations, visit EDGE’s website.