EXPOTECHNIK

Tangible product worlds in customized design

Taunusstein/Hanover, 7 May 2012. Multi-level or flat and expansive, classic or futuristic, but always functional and adapted to the customers. This is how the brands and product worlds created by the Expotechnik Group presented themselves at Hanover Fair. At the most important meeting place for the industry, the leading service provider for spatial brand presentation implemented comprehensive concepts for five customers at once. Impressive three-dimensional worlds of experience with unmistakable recognition value were created for the Fraunhofer-Gesellschaft, SEW-EURODRIVE, AEG Power Solutions, Phoenix Contact, and the Baiyun Electric Group.

Fraunhofer invites to the House of Sustainability
The Expotechnik Group implemented several stand concepts at Hanover Fair for its long-standing customer, the Fraunhofer -Gesellschaft. The most ambitious installation was located at the main stand in Hall 2: at the request of the customer, the topic of sustainability was to be put into an overarching context and turned into the “Fraunhofer House of Sustainability”. Expotechnik equipped the entire house with rooms, a kitchen, and a garage; the color scheme followed the typical Fraunhofer design. Accompanied by video installations, the visitors could wander through the rooms and experience innovatively designed living areas. Interactive elements such as a multi-touch media table invited the visitors to try things out and take part, and made a comprehensive brand experience possible. Together with the brandings on the façade elements, the C80B roofing system spanning the entire house ensured that it had a cohesive appearance and a clear brand identifier.

AEG Power Solutions gets a fresh look
Old and new partner: the Expotechnik Group has already been staging the AEG Power Solutions GmbH brand worlds for years. The companies continued their tried-and-tested cooperation in 2012: Expotechnik executed an impressive presentation at Hanover Fair for the international manufacturer of power electronic systems and solutions. As part of a new concept, Expotechnik changed the primary color of the stand design from the original black to beige – in accordance with the corporate identity. The discreet color design formed the perfect background for the multimedia product message presentation, which was more heavily focused on this year. Touchscreens and large-scale textile graphics on both the outside and inside walls gave the stand a lively and futuristic atmosphere. The focus on media was intensified by a graphic panel placed at the back. A separating element with branding, which crossed the graphic panel, divided the stand into two areas and created clear structures. A separate meeting room in the rear section completed the functional design.



SEW: Product world based on a proven concept
“Drive 360° – Seeing the Big Picture”: this was the motto used by the Expotechnik Group for its comprehensive SEW-EURODRIVE brand and product world at Hanover Fair. The modern and varied architecture combined product presentation, digital consultation spaces, and large-scale media installations to form a uniform, exciting brand identity. A cube in the interior of the stand, which stood out from the remaining areas architecturally, housed the function rooms. To complement this, Expotechnik installed a podium on which a presenter introduced the brand’s product highlights. Further product presentation areas were located along the edges of the entire stand area and functioned as a frame that visually divided the individual areas. The Titanium roofing system supported the overall impression of a homogeneous brand profile. In line with the corporate identity of SEW-EURODRIVE, red was used as the central color, which made the stand very distinctive in conjunction with the graphic elements. This main stand design could also be found at the automation engineering technology leader's other stands, all of which were developed by Expotechnik.

Phoenix Contact – Brand experience on three levels
Straightforward, clear and functional – this was the architecture of the Phoenix Contact trade fair presentation. Kept in light colors and spaciously laid out, the design radiated airiness and created an open and inviting atmosphere. This style was used to stage the core values of the company in a transparent manner on all three levels of the trade fair stand. The three-level construction was made possible by the Expotechnik double-decker system, which allowed for the efficient use of available space. The Expotechnik Group ensured that the stand stood out from a distance with its eye-catching and highly visible construction. The entire concept impressively represented the leading position of Phoenix Contact in the field of electronic joining and automation engineering.

A functional appearance for Baiyun
As a new customer, the Baiyun Electric Group also turned to the experts from Taunusstein for their trade fair presentation. The concept for the manufacturer of electronic equipment was based on an architecturally multifaceted design, which combined different design elements and reflected the technical expertise of the customer. Eye-catcher and central contact point for the trade fair attendees was the two-level, centrally positioned construction in the rear section of the stand area. An exclusive lounge for the communicative exchange of ideas and a separate room for meetings were located on the upper level. The “History tunnel” located underneath made the company history tangible for the visitors. The backlit graphic displays and presentation areas provided space for the brand-compliant staging of product highlights.

HANNOVER MESSE (HM) is the largest industrial trade fair in the world and takes place every spring at the trade fair grounds in Hanover, Germany. It consists of different leading international exhibitions on the topic of industry. In 2012 the guiding theme for the technological event was “greentelligence”.