The Airbus Group presents itself with a uniform corporate design
throughout the world – but also adds local elements with the help of Bruns
At Idex 2015, a security and
defence trade fair held in Abu Dhabi, the group presented itself at a 225
square metre exhibition stand with exhibits that included models of helicopters
and other aircraft as well as special camera systems and radar technology. In
addition to these exhibits, a large split-screen video wall also drew the
attention of visitors. Two very different lounges encouraged guests to sit down
and talk: one with a modern, international look and feel and the other with
Arabic furnishings, colours, paintings and ornaments. It was the Airbus Group’s
way of trying to accommodate and adapt to the local culture.
Bruns Messebau is one of the
Airbus Group’s preferred partners and has helped to present the group at around
20 events around the world since 2012. The Airbus Group’s lookbook defines the
essential design elements and colouring, but every stand design is unique, not
least due to changing requirements in terms of product placement. Cross-border
cooperation is key when the customer’s wishes have to be taken into account at
very short notice. Bruns realised the design together with a partner company
based in the United Arab Emirates, which made additional components for the
The UAE is a major event
host. At the end of last year’s trade fair season, Bruns created the 400 square
metre AMG/Mercedes Benz pavilion for the 2014 Abu Dhabi Grand Prix on an
open-air site, completing it within only four weeks of the contract being
awarded. In addition to the stands the company built for the Airbus Group and Daimler
at Idex 2015 in Abu Dhabi, it also created 43 further stands at the German
pavilion, amounting to a total of 1,920 square metres of exhibition space
Werner Frommberger, managing partner of Munich-based
company Bruns Messe- und Ausstellungsgestaltung.
What role does international business play at Bruns?
Since the company was founded around 35 years ago, international orders have accounted for an increasingly large share of our business and now outweigh domestic orders. We do around 60 percent of our business with German customers abroad. In every continent except for Antarctica.
Is more of that business in Europe or overseas?
About 40 percent is European business, while 60 percent is overseas. There are slight fluctuations from one year to the next, however, because some major trade fairs are only held every two years, for example.
How does Bruns ensure that companies are supported as well as
Exhibition stand construction companies have to be able to operate all over the world as well. We have had well-established relationships with first-rate companies around the world for years. They are, of course, well-acquainted with the rules, regulations and peculiarities of their own countries. We also have a stake in a Canadian service provider, which allows us to cover the North American market. It goes without saying that our international and overseas project team also provides personal support to our customers when they are abroad.
Author: Jens Kügler
This article was published in TFI issue 2/2015
Share in Facebook, Twitter or Google+:
TFI - Trade Fairs International - The International Trade Fair Magazine.
© 2006 - 2020 by TFI-Verlagsgesellschaft mbH. All rights reserved. TFI-Verlagsgesellschaft mbH shall accept no responsibility for the contents of external links and other contents.
New products and a well-conceived stand design are not the only drivers for a successful presence. Many other factors are also important, but trade fair planners often lose sight of them.
Trade fairs and trade fair companies need to constantly further develop, become more agile and flexible and offer services all year round. New, digital offerings are very important here. With its TrustedTargeting technology, Messe München offers its customers access to leading business-to-business decision-makers on the Internet.
Most exhibitors want to attract as much traffic as possible. The largest continuous space of an exhibition stand can be actively used for this purpose: A photorealistic floor is a design option that fulfils several functions at once.
Planners of corporate events always need to be up-to-date. Planning and implementing, and hence the job of an organiser, are constantly changing.