Exhibitors want to present their brands in the same instantly recognisable way at different trade fairs, in different countries and at stands that vary in size. A well-conceived approach is required.
The appearances of Evonik Industries AG at trade fairs around the world are aimed at a wide variety of target groups. Essentially, the company supplies materials that its customers turn into end products. The events at which the company exhibits range from agricultural trade fairs to events at which the company presents paints and varnishes. Evonik commissioned Unicblue, an agency for live communication with international activities, to develop an exhibition stand that can vary in size from 10 to 500 square metres. Wherever it is used – in Europe, India, China, Indonesia, Brazil, Africa, the Emirates or the US – and in whatever size it is implemented, the stand complies with the corporate design used for every product line except the Plexiglas brand. Warm grey and the company’s deep purple are the dominant colours, with the latter appearing in details such as orchids.
Christian Poell, head of sales at Unicblue, explains how all this can be handled without becoming too much. “95 percent of the stand comes from a kit that we make in-house conventionally and customise.” The trade fair experts meet the logistical challenges in a variety of ways. At Evonik trade fairs in Europe, Unicblue uses the construction kit stored in its entirety in house. The agency generally makes use of freight forwarders. At larger trade fairs that are not too far away, the company also takes care of shipping itself. For trade fairs in Asia, South America and other parts of the world, Unicblue uses kits that are made locally and stored at partner companies. “In these countries we carry out regular quality checks at our partners when requested to do so by our partners but also in our own interests,” emphasises Poell (www.Unicblue.com).
What does the factory of tomorrow look like – in the automotive industry or the medical equipment industry, for example? A window onto this future is currently being created at Stand 100 in Hall 4A at NürnbergMesse. The Munich company Bruns Messe- und Ausstellungsgestaltung is building the newly developed stand for Rehm Thermal Systems, a leading manufacturer of thermal system solutions for the electronics and solar industries. It can be seen for the first time at SMT/Hybrid/Packaging from 16 to 18 May 2017. “Turn Vision into Reality” is the slogan, as the visitors immerse themselves in a world of multimedia presentations. The exhibitor is also presenting pioneering technology – from the reflow system to the contact soldering system to coating for sensitive electronic components. An open bar area encourages networking, and there is a lounge that is suitable for business meetings. The stand typifies the values of the company and makes significant use of contrast: timber elements appear next to solid concrete, and fresh blue and green alternate with simple grey. The timber stands for tradition and regional attachment, whereas the concrete elements symbolise the strength of mechanical engineering. “The idea was to combine a large number of exhibits, the theme of tradition and the next generation with pioneering communications technology in a single space,” explains Bruns creative director Christian Flörs. “Despite clear separation of the zones by means of colours and materials, the spaces are united by their modern look” (www.bruns-messebau.de).
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