WHAT IS THE WORLD FUTURE ENERGY SUMMIT (WFES)?
The World Future Energy Summit (WFES) is an annual event hosted in the United Arab Emirates, aiming to advance future energy, energy efficiency, and clean technologies.
The Summit attracts world leaders, international policymakers, industry leaders, investors, experts, academics, intellectuals, and journalists to discuss practical and sustainable solutions to future energy challenges.
*https://en.wikipedia.org/wiki/World_Future_Energy_Summit
CONTENT CREATION
Masdar City’s stand consists of 12 ‘Pillars’ and various interactive touch and transparent screens. The pillars are 5 meters high and the touch screens range from 55-65” screens.
Design Proposal created by ADNEC
ADNEC Group is a company which owns and operates the ADNEC Centre Abu Dhabi, the largest exhibition venue in the Middle East.*
*https://en.wikipedia.org/wiki/ADNEC_Group
Pre-existing elements
MASDAR CITY
As this event happens annually, there were already pre-existing elements that could be used for this project
Pillars had corresponding touch-screens or interactive elements. I designed 9/12 of the pillars as the remaining 3 went straight into development. Most of the Pillars have HD, 4K and transparent OLED screens for users to interact with and change the visuals on the pillars.
Screen Resolutions and Layout
5m Pillar
2816 x 768 px
55” OLED
vertical touch screen
1920 x 1080 px
Images from 2024 event
Figma file showing how the user click-through changes the content on the Pillar and the transparent OLED
This is the AI section. Below is the transparent OLED interface. Once the user selects a category the button will change to selected and PCB trace will light up behind that button to the corresponding category on the pillar
USER EXPERIENCE
As the touch screens are used to change visuals on the pillar, we wanted the touch screens to have clear indicators that what the user was changing on the touch screen also affected the pillars and draw their gaze to the important information displayed on the pillar.
Touch screens would change once the user has clicked the category they would like to view.
Touch Screen Idle State
Pillar Screen Idle State
Touch Screen Active State
Pillar Screen Active State
Initiate next state
Pillar Screen Information state
The category on the touch screen highlights to the user that there are multiple pages to be displayed on the pillar - these are touchable icons that the user can change as needed.
The pillar information would change once the user selects a category - and they will be prompted to scroll or swipe to see more information on the pillars. Information on the pillars needed to be at a decent viewing angle for the user so they would not have to strain their neck and not too low where information would be overlooked.
Measurements would be considered to accommodate the average finger size and the size of a standard hit box - we used this to ensure the designs and hit boxes are a comfortable size for the user.
COLOURS
As per the clients request, we kept the colours to the primary colours of Masdar which is the Primary Teal colour and only including other colours for areas of interest or minimal graphics on screen.
ICONOGRAPHY
Most icons were created to fit the information supplied, however there were icons that were client specific and had to be redrawn as they were not supplied or in JPG format. All icons were created in Figma to create a cohesive style for the visuals.
PROJECT PROGRESSION
There were a few assets that needed to be reworked for functionality. For example, the below asset was created to mimic a location app such as Google Maps,
The design was changed to show more of the map so that users could evaluate where they were in the city.
Johannesburg
Gauteng
South Africa
Melissa Cramer © 2026