Get there faster

Software AG.

How enterprises can accelerate their business processes, integrate heterogeneous IT landscapes, and keep up with ever-growing data volumes with the help of big data management, cloud enablement, mobility, and social media is shown by Software AG at CeBIT 2013. The core message and trade-fair highlight for 2013 is "big data", and the booth architecture, spread across 1,000 sq. m. with a two-storied, curved rear building and the adjoining product islands, has reorganized its elements and formed a communication center at the heart of the stand.

Translation of Brand Message into spatial design

In close communication with Software AG, a three-level message management has been developed in the design phase. As defined goal, it was to place brand, topics and products equivalent. In particular, the clustering of the product groups and the core message of Big Data were major issues during conceptual phase and were mediated by different levels of communication.

flowing brand horizon

Presence and long-distance effect are provided by the flowing brand horizon, rising and sinking organically, granting insights into the interior and clearly designating the areas of the four new product brands. As a fixed design element of three-dimensional CI, the brand horizon reaches deep into the hall, conveying Software AG's brand promise: "Get There Faster".

innovation center and multimedia steleas

The innovation center provides a central forum where all issues around big data and the meta-subjects cloud, social media, and mobility are integrated and developed. Customer benefit and consultation clearly stand in focus.

The central forum is elongated vertically by a big data sculpture to provide visibility from a distance. The combination of 2D and 3D relief graphics compactly embodies the core message and meta-themes.