At previous SAPPHIREs, media were cloistered in a remote room away from the show floor action. Their movements were carefully orchestrated to avoid loss of control over core messaging. However, the desire for a more open and transparent approach by the communications team required the design team to think differently.

As a result, the Global Communications Center was relocated to the center of the show floor, and influencers were encouraged to interact and ask questions with all delegates. Journalists were thrilled to be on the show floor, and turns out, the fear of loss of control was unfounded.