From Brand Message to Sculpture: SCHMIDHUBER Designs the FI-Forum 2014 in Frankfurt

“Networking” – this is the motto for the FI-Forum 2014 in Frankfurt, where Finanz Informatik, the IT service provider for Sparkasse Bank and its affiliates, will play host to visitors from across the industry. Networking is not just the common theme for the exhibits themselves; it is also the key to navigating the design of the exhibition space. This 12,000m2 hall comes with a series of challenges for an integrated exhibition concept. In order to present brand identity and brand philosophy in a sparsely-filled space of this size, SCHMIDHUBER have developed an overarching design for this fair, in their role as General Contractor.

As soon as visitors enter the hall, they are faced with a huge ceiling installation that fills the entire hall. It connects the action items of the FI presentation with the individual stands of each partner, and presents the concept of a networked world to the visitors in an unmistakable fashion. Inspired by IT processes, data streams and connection points, the ceiling installation mirrors the structure of an organic synapse. Its different-sized junctions and connecting strands reflect the plan and focus of the exhibits below, and make it easy to navigate around the exhibition.

The FI-Forum's Special Topics with their adjoining Product Areas are brought to life by their core – generously-sized meeting points. “Simple. Personal. Good.” These key attributes are made tangible here for the business areas Regulation, Multi-Channel Concept and Process Optimization. Individual consultations take place at 32 FI Presenters, which in groups of three allow for almost 100 separate workstations. In design, these stations are reminiscent of neurotransmitters, and so form a link to the overall concept. The main aisle leads from two 100-seat forums at one end to the auditorium and stage with floor-to-ceiling media screens at the other. Behind the screen, a two-story innovation obstacle course leads to a lounge on the upper level where visitors can enjoy an impressive view over the networked world of the FI-Forum.

“FI have engaged us as General Contractors,” says Jürgen Stärr, Managing Partner at SCHMIDHUBER. “We are the single contact partner for everything from strategic consulting and creative planning to implementation and financial controlling. It’s a huge relief for the customer to be able to rely on us for all of these services – particularly on a project as complex as the FI-Forum.”


Finanz Informatik are the IT service provider for Sparkasse Bank and its affiliates, and present their full-spectrum IT products and services for the Banking and Finance sector every two years at their in-house trade fair FI-Forum. This fair has established itself as an important networking opportunity for the Banking and Finance industry, and offers a platform for countless affiliates and partners. The FI-Forum 2014 will take place from 18 to 20 November 2014 in Hall 11.1 in the Frankfurt Exhibition Grounds.

Client: Finanz Informatik GmbH & Co. KG, Frankfurt
Concept, Design and Execution: SCHMIDHUBER, Munich
General Contracting: SCHMIDHUBER, Munich
Motto, visual communication and media content: beierarbeit - agentur für kommunikationsdesign, Bielefeld
Photographer: Olaf Becker, Munich