SAP Sapphire 2023 Keynote

Reimagining the stage

For the 2023 SAP Sapphire Conference keynote we, along with show development and content partners NoSlate, embarked on an exhilarating four-month journey, meticulously crafting an all-encompassing design for a main stage and keynote theater. This endeavor was more than just a design project; it represented a harmonious fusion of art direction, custom stage design, UI/UX, and lighting design.

Our mission was clear: redefine the keynote experience for the modern era. In an age where online audiences are constantly bombarded with content, forging genuine connections between the audience and live-streamed content demands innovative thinking. 

We conceived a program tailored for this challenge, drawing inspiration from television production elements, while ensuring resonance with the in-person audience. Essentially, we produced a full-scale television show, overseeing a diverse team encompassing the camera crew, lighting, audio, and show director. Given that the SAP Sapphire Conference spans multiple cities over several days, we also guided local teams in Barcelona and São Paulo on replicating the ambiance and build of the Orlando livestream, ensuring narrative consistency.

Central to this narrative was our meticulously designed stage. With an emphasis on fostering genuine connections, the stage showcased dynamic displays and optimal sight lines, adorned in neutral shades, warm whites, light woods, and highlighted with SAP blues. 

Elements like bold fiddle leaf figs and banana leaf palms introduced a touch of vitality. Terraced structures defined the main keynote area, fostering intimate settings for fireside chats, product demos, and smaller sessions. The screens, serving as primary showcases for the SAP color palette, delivered immersive content, harmonizing the experience for both presenters and audiences. 

Our holistic design approach promised a captivating visual journey from every angle, integrating secondary stages and accommodating both on-site and online viewers. Minimalist design elements anchored the space, with grand screens providing a backdrop and facilitating dynamic picture-in-picture opportunities.

In essence, our vision for the keynote transcended mere stage creation; it aimed to push the boundaries of the keynote experience for today’s discerning audience. 


  • Audio / Visual Production
  • UI / UX
  • Creative Direction
  • AV Design
  • Lighting Design
  • Stage Design 
  • Generative Content
  • Live Stream
  • Visual Content Design
  • Full Service Production
  • Custom Fabrication
  • Project Management
  • Operation / Support


  • Show Development and Content: NoSlate


  • Executive Producer:  Emily Titelman
  • Senior Producer: Kelly Loretta
  • Producer: Julia Kiendl
  • Associate Producer: Madeline Lavery
  • Executive Creative Producer: Mike Lee
  • Executive Creative Director: Alex Ilten
  • Senior Designer: Moodie Younis, Dan Manino
  • Draftsperson: Ginevra Lombardo
  • Senior Technical Producer: Nic Christopher
  • Shop Manager: Jim Shawhan
  • Fabrication Manager: Sam Koshfam
  • Senior Production Manager: Hayk Khanjian