When 7,000 of the world’s brightest minds in artificial intelligence converged in Amsterdam, expectations were high, and even more so for Google’s presence at World Summit AI 2025.
Working with Google as creative production partner, Verve transformed its AI-first ethos into a physical experience, blending design, storytelling and technology to engage leaders, developers and creators from across the AI ecosystem.
A sustainable stand built for connection
The structure itself, a modular, low-impact build fabricated from 95% reusable and recyclable materials, anchors the experience in sustainability, a value shared by both Verve and Google. Engineered for disassembly and future reuse, the booth minimised waste while maximising adaptability, a principle that mirrors Google’s broader commitment to building technology responsibly, at scale, and with sustainability designed in from the start.
Subtle design cues evoke both Dutch modernism and Google’s trademark playfulness: clean birch surfaces, soft LED gradients, and a circular amphitheatre at its heart, inviting open conversation rather than one-way presentation.
AI you can taste, touch and talk to
At the centre of the booth sat a Gemini Barista, where visitors could order a coffee brewed, and recommended, by Google’s Gemini AI. Nearby, an AI Expert Desk tailored live demos to each visitor, spanning everything from Vertex AI and AgentSpace to Google Workspace integrations and DeepMind breakthroughs.
A Notebook LM station gave attendees an AI generated podcast that was generated from the human knowledge of the Google team at the stand.
Every element was designed to bring abstract technology down to human scale, transforming curiosity into conversation, and demos into discovery.
Collaboration in action
As a headline partner at World Summit AI, Google’s space became a hub for collaboration, a meeting point for leading players in the ecosystem.
The build was also home to six Google partners, all contributing to live demonstrations of AI in practice. The space extended beyond the booth too: Verve supported Google’s AI Connect and CMO AI Labs gatherings, where guests explored how AI is shaping business, creativity and society.
Design that reflects an ethos
For Verve’s production and creative teams, the project was an exercise in precision and purpose, aligning Google’s high standards with the logistical challenges of large-scale event delivery.
Every surface, cable and curve was considered for reuse or repurpose; every LED programmed to create ambience without excess. The result was an environment that felt intelligent in every sense, intuitive and efficient.
A glimpse at tomorrow
World Summit AI’s 2025 theme, Back to the Future: It’s About Time, challenged participants to rethink the trajectory of technology. For Verve, that meant demonstrating how design can help reclaim time, for creativity, for human connection, for the ideas that matter most.
For Verve, World Summit AI was an opportunity to push creative production further, proving that a sustainable build can still feel ambitious, and that storytelling and technology together can turn a stand into an experience. In the end, it wasn’t just about showcasing innovation, but about designing how people connect with it.