Entropy, by design

Introduction

A glowing red and orange lava lamp, with more lamps blurred behind it
Client
Cloudflare
Project
WEF 2026 pavilion
Location
84a Davos Promenade

What do lava lamps have to do with keeping the internet secure? More than you might think.

As a global cybersecurity and networking company, Cloudflare relies on entropy – the unpredictability needed to generate the strong encryption that helps keep the internet secure.

Randomness

camera reads the waxa7 f2 09 e43c 81 d6 5bf0 2e 97 c1unpredictable dataencryptionno two the same

But how do you create genuine randomness in a world built on logic and order?

Cloudflare found an ingenious answer in lava lamps. By tracking the ever-changing shapes and movements of the coloured wax inside them, it generates a constant stream of unpredictable data to help power its encryption systems.

After all, no two lava lamp patterns are ever the same.

Inspired by this fascinating relationship between technology and unpredictability, Brandfuel set out to bring the concept of entropy to life through the design of Cloudflare’s WEF 2026 pavilion at 84a on the Davos Promenade.

Cloudflare
at Davos

The Cloudflare pavilion on the Davos Promenade at night: an orange entrance and a wave-shaped slatted wall with a glowing orange cloud

The challenge

a conventional square officerigid geometryturned onits headsweeping curvesorganic formsflowing lines

Faced with the rigid geometry of a conventional square office, the creative response was to turn things on their head.

Sweeping curves, organic forms and flowing lines transformed the space, breaking away from its traditional layout to create a bright, flexible and inviting environment.

The design

Rather than simply defining the space, the architecture became part of the experience.

The pavilion lounge: a curved slatted wall lit in orange, armchairs, a round wooden table and a fireplace

The lounge

A curved, fireside place to pause

A neon sign reading Helping build a better Internet above the pavilion bar

The bar

Helping build a better Internet, in neon

The pavilion's wave-shaped slatted facade at night, with neon lettering and a glowing orange cloud

On the Promenade

A facade that flows like the wax

The journey

the Davos Promenadehidden boot roomsocialheartlava lamp wallguided by the curves

Gently guiding visitors through the pavilion towards its welcoming social heart.

Practical elements were seamlessly integrated too, with a cleverly concealed boot room tucked behind a curved wall, keeping the space uncluttered and the visitor experience effortless.

Orange ski boots and a helmet on curved white shelves beside a bench with orange cushions

Alpine touches

Boots and helmets on curved shelves

Orange ski boots and a helmet in oak cubbies, with sunlight falling through the blinds

Ready for the slopes

Kit stowed in oak cubbies

A pair of orange skis framed and lit in a warm glowing niche

On display

Skis framed in warm light

The social heart of the pavilion: lava lamps in illuminated wall niches, guests at tables and a curved wall leading to the bar

Completing the story, beautiful lava lamps lined the walls,

bringing Cloudflare’s distinctive approach to randomness into the physical environment.

More than just a striking visual feature, they offered a tangible reminder of the technology that helps keep the internet secure.

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