Plug & Play arrived in Albania with the goal of turning Tirana into a regional meeting point for innovation, venture capital, and emerging technology. McCann Tirana was tasked with bringing that ambition to life: not just as an event, but as an experience.
At the Pyramid of Tirana, across two energetic days, founders, investors, corporates, and policymakers crossed paths, sparking conversations on fintech, AI, cyber resilience, mobility, health tech, sustainability, and more. Expo 2025 marked a milestone moment for Albania’s growing innovation landscape.
And we built the environment that made it possible.
The Experience
We transformed the Pyramid into an innovation map that is navigable, immersive and bold.
A mirrored tunnel structure greeted attendees at the Pyramid’s gate, wrapped in Plug & Play visual identity and animated through interior LED walls.
Directional floor stripes guided visitors into the venue, matching each discussion cube by color.
The Zones
The Expo was organized into a series of clearly defined zones, each with its own visual character but connected by a single concept.
The Orange Cube – Tech Dive was designed for deep tech, startups, and product builders, with a stage, LED wall, projection lighting, and seating that supported focused discussion. The Green Cube – Corporates featured a black-box setup for corporate talks, case studies, and conversations on innovation adoption, using controlled, dramatic lighting to keep attention on the stage. The Mustard Cube – Investor Room served as a dedicated networking space for investors, accelerators, and founders, where circular tables encouraged quick meetings and practical discussions around funding, growth, and scale.
At the core of the event was the Innovation Hub – Main Stage, which hosted keynotes, panels, and major announcements, supported by a curved LED wall, broadcast-ready lighting, and structured seating. The experience was completed with a tunnel-style LED entrance, clear color-coded wayfinding across all areas, and 22 lightbox booths displaying startup logos, QR profiles, and scouting information. Multiple LED screens across the venue were used for live streaming, agendas, and key visuals, creating a clear and consistent event experience.
The Outcome
Plug & Play Expo turned Tirana into a two-day pulse point where founders pitched, investors discovered, and global voices met Albania’s future builders.
The structure we built helped people network & collide.
Participation:
• +1,000 attendees across 2 days
• 21 startups represented
• +40 panels
TEAM
Head of Events, BTL and Production / Enki Çokaj
Account Manager / Sara Shpati
Senior Art Director / Nertila Pere
Creative Director / Flonia Vasia
Copywriter / Ani Xhafa