Author Archives: Sabine Heinrichs

Performing an incredible balancing act by staging the Bosch, Siemens, Gaggenau and Neff brands separately and still together as part of the umbrella concept, we certainly expressed the best of ourselves from a design, strategic and communication perspective. Excited visitors, huge digital reach and satisfied customers—the results speak for themselves.

The urban, youth lifestyle also makes its presence felt in the Sony stand design. Visitors can follow an adventure trail through a digital technology wonderland — a means for Sony to inspire and arouse the curiosity of its target audience.

“balancity”, the title of the German contribution, is devoted to the subject of “balance” within the framework of the Expos’s motto “Better city, Better Life”. It looks at the equilibrium that the sustaining elements of a city must form in order to make it a place worth living in. At first sight, this balance can be seen in the pavilion – in its balance between the separate construction elements. When looked at separately, they seem unstable. As an ensemble, they hold each other in perfect equilibrium, expressing the architectural idea.

Under the slogan “Discover HEI”, market-leader Heidelberg has traditionally presented itself as the largest exhibitor at the fair with a booth of 6,500 square meters in Hall 1. In the current, economically challenging situation, and despite a significantly reduced budget, it was important to present the brand with authenticity and confidence and, most importantly, to convey a positive and innovative view of the future. The trade fair stand was developed with and on behalf of KMS BLACKSPACE.