A planned product launch at LogiMAT 2026 has unexpectedly become one of the most talked-about moments of the show.
Warehouse automation specialist Brightpick arrived ready to unveil its latest grid picker system. However, proceedings took an abrupt turn when Ocado Intelligent Automation reportedly intervened with a legal challenge, preventing the official reveal from going ahead.
Instead of a live demonstration, attendees were met with a bold message displayed at the Brightpick stand: “So good, they don’t want you to see it.”
What could have been a setback has quickly turned into a powerful – if unintended – marketing moment. The combination of intrigue and controversy has driven significant attention, with visitors across the exhibition floor speculating about the technology behind the unseen system.
While details of the grid picker remain under wraps for now, the incident has ensured one thing: Brightpick has captured the industry’s attention without formally launching the product.
At LogiMAT this year, it seems the most effective awareness campaign may have been the one that never actually happened.
