SAP NOW 2026: AI Takes Center Stage in Business

STIPA designed and built, on behalf of Imageware, the 8,000 sqm exhibition area at Superstudio Maxi in Milan for SAP NOW AI Tour Milan 2026, held on October 14. The event marked the Italian stop of SAP’s global roadshow dedicated to Business AI as a strategic driver for making organizations more agile, connected, and competitive.

The concept design centered around the Experience Center, positioned at the heart of the architectural layout. Inspired by the visual identity of Joule, SAP’s AI assistant, the space was conceived as an immersive and highly recognizable environment, showcasing the tangible benefits of artificial intelligence applied to business processes.

New areas, designed to be even more engaging and visually impactful, were dedicated to partners. These included a Speed Pitch Theater and dedicated spaces for live demonstrations, fostering direct interaction and enabling visitors to discover the latest innovative solutions.

The structures, advanced production techniques, and meticulous execution contributed to creating a functional yet striking environment, capable of welcoming more than 2,000 attendees and hosting over 100 sessions, including keynotes, workshops, and expert-led discussions.

Guided by the theme “It’s the Beginning of Better,” the event transformed vision and inspiration into concrete business opportunities, providing companies, executives, and professionals with a platform to explore the potential of AI and the concept of the Autonomous Enterprise.