Siemens: TRADE FAIR STAND SIEMENS AT IFA 2012, BERLIN

Credits & Description:

Advertiser: SIEMENS ELECTRONICS
Agency: SCHMIDHUBER+PARTNER, KMS BLACKSPACE
Category: Exhibitions & Live Events


Client Brief Or Objective
“Siemens. The Future Moving In” – the new Siemens Home Appliances trade fair stand should combine around 500 products into one Brand Universe. The trade fair presentation’s key theme is ‘Integrated Systems Intelligence’. As a result, innovative leadership, quality products “made in Germany”, and design expertise should be a playful experience.

Implementation
"Extraordinary images and surprising performances shape the entire trade show presentation. For instance, in the i-Dos showcase, the intelligent dosing of detergent, is visualized by 950 detergent measuring beakers that form one huge “pixel screen”. Each beaker has a small screen positioned behind it. These screens all work together in combination to create a humorous “laundry cinema” showing various laundry scenarios. The frame “heat” boasts an amusing cooking-pot ballet, staging different culinary scenarios and saucepan choreography on an induction stove top. Pots glide over the top of the stove as if moved by an invisible hand.

Outcome
The client feedback: “Congratulations on the success and the impressive WOW-effect of the ‘House of Innovations’ and the ‘Show-Frames’!” – Big picture shots of the Siemens “Show-Frames” have been used in various newspapers and press news reporting on the IFA 2012.

Brief Explanation
This concept stages each of the products in a showcase that is both individually tailored to and consistent for all products, be they blenders or fridges. The central performance element is the Frame: – various large frames of 8 by 5 meters each present a flagship product in different themed zones. The front of each frame acts as an attention-grabbing animated showcase, entertaining visitors with unusual pictures and presentations. The frames’ interactive “reverse” sides invite visitors to learn more about the benefits of intelligent technologies. The concept puts product experience in the limelight, showing technology in the service of humans.