Two Panthers on the Runway: SCHMIDHUBER set the Stage for the New Rosenbauer Airport Rescue and Fire Fighting Vehicle

At this year’s Interschutz in Hanover, Rosenbauer are using a six-thousand-square-meter stand to present themselves as global players in fire fighting and disaster response technology. SCHMIDHUBER are acting as general contractor and setting the stage for the world premiere of the new Rosenbauer Panther – their top-of-the-range airport rescue and fire fighting (ARFF) vehicle.

The SCHMIDHUBER brand space concept takes the image of a runway and uses it to present the new Panther in a setting that is both natural and impressive. An honor guard of fire trucks and product components flanks the runway and beckons visitors forward to meet two versions of the trade fair highlight face to face.

“Näher dran. Get in touch.” is the Rosenbauer slogan for this year’s trade fair, and SCHMIDHUBER have translated this key concept into a brand experience that allows visitors to directly encounter the exhibits, focusing on the technology’s capabilities in fire fighting and disaster response. A central element in the experience is the interaction between visitors and products: for example, a driving simulator in the new Panther or a specially-developed Laser Challenge that uses the Rosenbauer’s original joysticks as a control interface and challenges visitors to locate and extinguish virtual fire sources.

Next to the runway, the Rosenbauer passage presents visitors with a full range of the latest production and development standards in personal and technical equipment as well as telematics and stationary fireproofing. The passage’s polygonal architecture reflects Rosenbauer’s branding and creates a intense brand atmosphere. Clearly defined product and service areas are emotionally underlined by large-format images and video content.

The trade fair restaurant is integrated into the passage, and SCHMIDHUBER have refitted the space for the duration of the exhibition to match the Rosenbauer design. The glass façade leading to the pedestrian space outside offers views of another impressive formation of Rosenbauer fire trucks, their ladders and aerial platforms raised. The four-story building opposite offers a stage to perform simulated rescues, once more demonstrating a seamless transition between communicating market leadership and offering an authentic brand experience.

From 8 to 13 June 2015, the gates will once again be opening on the world’s most renowned exhibition for rescue workers, firefighters and related professionals – an unparalleled showcase of the latest equipment and innovative approaches to emergency rescue. Some 1,400 companies from 49 countries will be presenting their cutting-edge products and services in Hanover, Germany. The Rosenbauer stand is in Hall 27, Stand B58.

Client: Rosenbauer International AG, Leonding
Concept and architecture: SCHMIDHUBER, Munich
General Contracting Architecture: SCHMIDHUBER, Munich
Concept and communication: FEUER Werbe- und Marketingagentur GmbH, Wien
Photographer: Christian Stummer, Linz