2022 – SCHMIDHUBER

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.