This sublime exhibition stand in the form of a “digital cloud” demonstrates the development potential of telecommunications companies. Alibaba Cloud is a subsidiary of Alibaba Group and the largest cloud computing company in China. Headquartered in Singapore, the company provides cloud computing services to online businesses and Alibaba’s e-commerce ecosystem across 19 data centre regions and 56 availability zones around the world. The company sees itself as setting the pace in the process of digitalisation and clearly emphasises the opportunities of change. The design of the 157 m2 exhibition stand was realised at very short notice. Nine days of assembly time and 375 moving elements that had to be coordinated with each other challenged all assembly professionals. The round shapes and the spray-painted walls make the appearance very light and agile. The design represents the mobility and flexibility of the company. Difer, an internationally established trade fair construction company, implemented the ambitious concept.