The General Manager of the Sheraton Frankfurt Airport set us a bold challenge to mark their 50th anniversary; to astonish their guests, defy expectations and transform the Congress Center ballroom into a space unlike anything they had seen before.
It was an ambitious brief, but one that the creative and technical teams at Encore were eager to tackle.
THE IDEA
Three creative concepts were proposed, but one captured the client’s attention instantly: an event we called “TimeShip: 50 years at the speed of light”. The idea was to stage the ballroom as the cockpit of a futuristic spaceship, where guests could travel on a journey through five decades of Sheraton history. Spectacular projections, interactive “time warps” and bold content transformed the space into a vessel of nostalgic innovation. With this concept confirmed, the stage was set for the creative and technical designs to flow.
As with all space missions, building our spaceship was no simple task. Complex technical elements had to contend with strict guidelines and limitations. The largest LED wall ever installed in the venue had to be designed within the strict technical limits of the hydraulic stage. Fireworks became integral to the wow-factor, but must adhere to the rules of being in such close proximity to the airport. The foyer space needed to be maximised with interactive modules, and the entire evening had to be built around a concept that guests would never expect from Sheraton, but would remember long after the celebration ended.
The technical bits
We wanted to create an experience that began the moment a guest entered the venue. LED walls displayed holographic-style animations featuring historical photos of the hotel, in a perfect juxtaposition of reminiscence and futuristic technology. The opening ceremony was introduced by a specially created 3D avatar, a character who became the “voice of God” for narrations and announcements throughout the evening.
Between segments in the evening show, animated space backgrounds maintained the illusion of a spaceship, captivating the audience’s attention until the highlight of the night: a virtual firework and drone show, timed to perfection with the arrival of a grand birthday cake to celebrate Sheraton’s milestone.
The band’s one-hour set was accompanied by bespoke loop animations, each designed to complement the rhythm and mood of the performance. Guests also engaged with interactive graphics through Chime Live, a mobile and browser-based application that extended the experience beyond the stage.
THE REALITY
Delivering the General Manager’s vision required precision engineering. The LED wall was maximised to the limits of the stage’s weight capacity, setting a new benchmark for the Congress Center. The Owner’s passion for fireworks was honoured with a dazzling digital display that respected airport restrictions while still delivering the drama of a grand finale. The foyer was transformed with digital boards and interactive opportunities, extending the futuristic theme beyond the ballroom. We also supported the client in sourcing performers aligned with the space concept, ensuring the entertainment matched the creative vision. A digital programme book guided guests through the evening, offering details on food and beverage stations, sponsors, performances, and the event floor plan. We also delivered a highlight video edit of the event, capturing the energy and spectacle of the evening.
In addition, the Red Baron Club featured a 6m x 6m LED dancefloor, which was symbolic as The Red Baron Club has been one of the first Night Club held at the Frankfurt Airport. This LED dancefloor became the finale of the evening, completing the 50-year arc from the first club to the after-party location, and inspiring guests with a bold, immersive celebration of music, light, and movement.
THE RESULT
The result was a celebration that honoured Sheraton’s past while projecting its future. Guests were surprised, delighted, and immersed in a journey at “the speed of light.” The creative brief was successfully fulfilled, the vision realised, and the Congress Center redefined as a stage for immersive, boundary-pushing experiences. The TimeShip concept delivered not just an anniversary, but a launchpad into Sheraton’s next fifty years.
