Josephine Hengl – SCHMIDHUBER

Elementor #20857

Entering the
BSH Brand World

Siemens and Bosch at IFA 2023

At the upcoming IFA 2023 in Berlin, a unique experience awaits visitors, tempting them to dive deep into the fascinating brand worlds of BSH Home Appliances. Thanks to SCHMIDHUBER’s innovative and impactful stand design, the trade fair experience becomes a tangible journey into the future of living.

Siemens
The Gardens of Intelligence

Welcome to the “Gardens of Intelligence” by Siemens! A place where visitors find themselves at the interface between innovative technology and sustainability. Each area—whether it be the “Garden of Aromas,” the “Garden of Intelligence,” or the “Garden of Innovation”—offers an immersive and diverse environment that provides an unforgettable experience.

“Unsere Marken stehen für einen modernen Lebensstil mit technischen Innovationen, einem hohen ästhetischen Anspruch und einem nachhaltigen Umgang mit Ressourcen. Unser Ziel ist es, die Lebensqualität der Menschen zu verbessern und auf der IFA zeigen wir eindrücklich, was nachhaltiger Fortschritt für uns bedeutet.”

Nina Wiemer | Head of Live Communication Central Europe bei der BSH Home Appliances Group

Garden of Aromas: Here, it’s all about the aroma of freshly brewed coffee, stimulating the senses and brightening up the start of the day.

Garden of Intelligence: Here, the focus is on intelligent solutions, which simplify everyday life and facilitate sustainable living.

Garden of Freshness: Here, the mantra is clear: A healthy diet demands fresh food. And innovative technologies that help visitors prolong a food’s shelf life are proudly presented.

Garden of Innovation: Here, and under the motto “Discare”—an amalgam of “dish” and “care”—revolutionary dishwashers demonstrate great cleaning and great resource-saving at the same time.

Garden of Delight: Here, Siemens demonstrate how their appliances can transform cooking and baking from chore to pleasure.

Garden of Care: Here, a haven of everyday household solutions is on display—all there to lighten the load and support the entire family.

Home Connect IFA 2023: Designing the future home

The Home Connect stand gives visitors a direct opportunity to experience the smart home of tomorrow. With an impressive mirror room, accompanied by captivating media coverage, and an interactive show with survey options, visitors experience for themselves how technology can be seamlessly integrated into everyday life.

We have created a sensational brand showcase that turns BSH Home Appliances into a tangible brand—opening up a totally new dimension in the future of home life.

Bosch
Planet Care

“Enter Planet Care”—it is under this banner that Bosch invites visitors to engage even deeper. Individual areas such as the “Care Carousel,” the “Care Parcour” or the “Product Exhibitions” provide immersive environments. But this is no passive experience. Here, visitors can actively engage with Bosch products and see their impact on creating a healthier and more sustainable lifestyle.

„Seit 10 Jahren in Folge sind wir als Generalübernehmer und –planer Partner der BSH für den Siemens-Messeauftritt auf der IFA. Die digitale Entwicklung ist im Bereich Home Appliance sehr agil und innovativ geworden und parallel dazu haben sich natürlich auch Veränderungen in der Live Kommunikation ergeben. Der diesjährige Auftritt der BSH ist über alle Formate und Kanäle vernetzt und damit ein enorm wichtiger Baustein im modernen Marketing Mix der Marke BSH.“

Jan Domin | Partner bei SCHMIDHUBER und Client Manager für die BSH

Care Carousel: This area demonstrates an overview of all Bosch home appliance solutions to promote healthy and sustainable living.

Care Parcour: This area provides an interactive experience for visitors, demonstrating how Bosch products promote healthy and sustainable living.

Product Exhibitions: This area showcases Bosch’s innovative solutions that promote a healthy and sustainable lifestyle.

Photos © Jörg Hempel, Aachen

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Elementor #20742

Innovative design concept and interactive event experience

Under the slogan “Progress you can feel,” Audi’s latest product innovations take center stage. Visitors are treated to a unique and emotionally charged showcase where they can “feel” Audi’s sense of progressivity. The “Progress you can feel” concept focuses on creating a platform for communication with the theme of sustainability running consistently throughout.

A communicative tone

Audi’s brand presence design at the IAA Mobility 2023 is characterized by an open architecture which sets a communicative tone and prompts discussion. Even before entering the building, visitors are greeted by an electric vehicle line-up. From here, they move into the pavilion and enter the brand world—where they are welcomed by a powerful mission statement. Large-format LED worlds have been incorporated at the front of the exhibition, allowing the latest Audi content to be communicated with impact. And it is here that Audi’s innovation in the areas of sustainability and change are most evident.

“The design concept bridges the gap between the high standards that a premium brand sets today and the values that Audi embodies in terms of sustainability and circularity. This combined with innovative design, captivating visitor interactions, and a noticeably sustainable approach, makes the Audi appearance at this year’s IAA Mobility an unforgettable experience for all visitors.”

Michael Ostertag | Partner und Chief Creative Officer at SCHMIDHUBER

Audi's four brand pillars

Inside the exhibition area, Audi’s four brand pillars—sustainability, digitalization, performance, and design—are spotlighted using the large space for increased drama. A particular highlight is Audi’s activesphere concept car, which stands on display for all to see throughout the event. A multifaceted program, with numerous interactive exhibits including test drives through Munich, invites visitors to engage with Audi’s progress.

Sustainability

Sustainability plays a fundamental role in the design of the Audi exhibition at the IAA Mobility 2023. The inclusion of simple, reusable, and recyclable materials, as well as the incorporation of wooden modules in the facade, aligns to the company’s aspiration to make individual mobility greener and more future-oriented. In addition, furniture and containers have been rented in keeping with SCHMIDHUBER’s own commitment to sustainability. And there is a premium element in every tiny detail.

Photos © Raphaël
Olivier, Warsaw

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Welcome to an inspiring Brand Experience

Siemens and Bosch at IFA 2022

We are delighted to have been asked to design and stage the Siemens and Bosch IFA 2022 trade fair presence for our long-standing customer BSH. The entire floor space in Hall 1.1 — an area spanning 6000m2 — is dedicated to the two brand worlds. Visitors on a mission to discover the latest tech trends can expect to be amazed by the delights that lie in store including the latest products and innovative solutions.

“Our brands epitomize a modern lifestyle with technical innovations, quality aesthetics and a sustainable use of resources. Our goal is to improve people’s quality of life. At the IFA we will clearly demonstrate what sustainable progress really means to us.”

Nina Wiemer, Head of Live Communication Central Europe, BSH Home Appliances Group

Siemens
Urban Life Park

Siemens is the premium brand for those who embrace mobility, flexibility, and connectivity. Anyone trying to balance the demands of everyday life, appreciates the role smart technologies will increasingly play. After all, a device that can be controlled quickly and easily from anywhere, is certainly one that fits to the realities of a modern lifestyle.

That’s why — together with Siemens — we conceived a tour around an Urban Life Park. Designed to give visitors incredible insights into a modern urban and sustainable lifestyle, the park inspires with its innovative technologies and fascinating design. Those meandering along the Urban Path receive a unique glimpse into a variety of Cooling, Dish Care, Coffee, Laundry Care and Cooking areas. The 2000m2 space, includes the entire range of products and solutions for contemporary New Living.

Welcome to the Home for Progress!

The Urban Life Park Stage at the center of the hall, is a perfect place to take a break and unwind. In the Intelligent Kitchen, the ultimate live cooking event returns, using fully networked Siemens products to demonstrate how, in the digital age, certain parts of our household can be organized independently of time and place.

The Urban Life Park Stage is also the centerpiece for the digital element of the IFA presence. Interactive show events and IFA panel discussions are recorded in the studio here and broadcast for Siemens’ digital visitors, in real time, across all channels

Corporate Interieur

But Siemens isn’t just celebrated for its device networking and smart technology: The brand is also synonymous with premium design execution. To celebrate this, the entire corporate interior has a unified design, which is three-dimensional, from floor, to wall, to ceiling. The surfaces, colors, and materials within the different areas fit into a coherent design concept and each have media available for product staging, interactive and testing stations as well as numerous selfie points.

Live Fantastically #LikeABosch!

This year, at sister brand Bosch, it’s all about fantastic ways of living. At the IFA, a variety of product solutions are presented which serve to enrich our homes thanks to small ideas and great innovation. The message: Bosch makes your life more sustainable, smarter, simpler and healthier!

“For the last 10 consecutive years, we have partnered with BSH, as general contractor and planner for the Siemens IFA trade fair presence. Even as far back as the IFA 2012, our first project was dedicated to the connected home. A lot has changed since then. Digital development in the home appliance sector has become incredibly agile and innovative. In parallel, there have, of course, been huge leaps in the advancements in live communication. BSH’s appearance this year is integrated across all formats and channels — making it a crucial component of the BSH brand’s modern marketing mix.”

Jan Domin, Partner at SCHMIDHUBER and BSH Client Manager

Experiential
Content Journey

The Content Journey guides visitors through a diverse experience room. The Fantastic Layer brings media content and, above all, color from the current corporate design into the room and ensures spatial and communicative cohesion.

Visitors are welcomed by a Fantastic Super Sign media presentation, and the adjoining Fantastic Lounge offers an opportunity to browse through all the product areas. With the help of exhibits, pre-produced footage and live hacks, the umbrella brand message “Live Fantastically” resonates across all dimensions. From the 12-meter-long sofascape, visitors also have the best view of the Brand Stage. Interactive live cooking shows are staged by influencers, such as Sally, demonstrating all the features of the new series 8 oven.

3d Campagne

Using the rhyming verses from the campaign song “Bude Smart” by the German hip hop band “Die fantastischen Vier,” a messaging concept unifies the stand. Slogans like “Mega-design. Verbrauch ist klein” (Mega design. Low energy) or “Gesund und zart. Dampfgegart” (Healthy and tender. Steamed) reach their audience by making a familiar, every-day appeal that plays on closeness and individuality.

Dealer Center

The shared dealer center is the backbone of the two brand presences. And offers a total of 19 meeting rooms spread over 2 floors, which allow privacy for customer meetings. As if that wasn’t enough, all the catering for both brands is managed here: With invited guests exploiting the opportunity to take a seat in the serviced restaurant or in the inter-branded lounge area, which is catered by several open kitchens.