Mistral AI at NVIDIA GTC 2026

THE PROJECT

Behind the distinction.

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Mistral AI at NVIDIA GTC 2026 was conceived as a bold experiential presence for the technology company’s first North American activation. Created for the four-day conference in San Jose, the project combined an indoor trade show booth with an outdoor activation, extending the experience beyond the exhibition floor and creating multiple points of interaction with the GTC audience.

The creative concept began with an unexpected element found within Mistral AI’s existing brand guidelines: a rarely used skateboarder icon. Its visual potential and connection to San Jose’s skateboarding heritage became the foundation for the ‘Skate On’ concept, establishing an identity rooted simultaneously in the brand and the culture of the host city. The idea evolved into two complementary environments incorporating skateboards, ramps, robotics, bold graphics and interactive moments. Outside the convention centre, the skate activation was designed to capture attention, encourage participation and draw visitors towards Mistral AI’s presence. A large-scale ramp transformed the brand into a physical landmark, bringing movement, energy and an unexpected human dimension to an event centred on artificial intelligence. Inside the Expo Hall, the custom-designed booth continued the visual language while providing a dedicated environment for conversations, demonstrations and engagement with Mistral AI’s technology. Together, the exterior and interior spaces formed a coherent visitor journey: the outdoor activation generated visibility and curiosity, while the exhibition booth provided a focused setting for deeper interaction.

Rather than treating the booth as an isolated exhibition structure, the project was developed as an integrated experiential campaign. Spatial design, custom fabrication, AV and lighting, installation and activation management worked together to translate a small element of an existing graphic identity into a memorable physical experience.

Presented at NVIDIA GTC 2026 to an audience of approximately 30,000 attendees, the project demonstrates how conference and trade show design can connect technology, brand identity, participation and local culture within a unified experience.