AXA XL

AXA XL needed a standout presence at FERMA, Europe’s most important insurance industry event, which in 2024 was held in Madrid.

At Flash, we developed a strategy rooted in a strong concept that would communicate the company’s values and purpose—covering everything from cargo ships to fine art insurance. That’s how “Think Big” was born.

“Think Big” became the backbone of AXA XL’s presence, both at the fair itself and through parallel activations. The inspiration came from great historical Spanish figures who have pushed humanity forward by thinking big—just as AXA XL does.

This concept shaped the design of the exhibition stand, which featured over 300 suspended elements above the central structure that welcomed visitors with a bold Think Big sign. Beyond engaging with the brand, guests could enjoy a personalized AI-powered experience.

The gala dinner paid tribute to one of the greatest artistic visionaries of the 20th century: Pablo Picasso. The entire experience was designed as a journey through his life, starting with a reception at the cutting-edge Nubel restaurant, where guests enjoyed flamenco performances and dishes inspired by his hometown: Málaga. The evening culminated in an exclusive viewing of Guernica, where an art expert guided attendees through the masterpiece, linking its story to AXA XL’s overarching narrative at FERMA 2024: Think Big.