BSH – SCHMIDHUBER

There is no place #LikeABosch

There is no Place #LikeABosch

Bosch at the IFA 2024

At the IFA 2024, Bosch positioned itself in a completely new light. And presented its complete product range under one roof: Home Appliances, Powertools, Sensortech, eBike Systems, and Home Comfort — altogether.

Welcome home.

Under the banner ‘Welcome Home,’ we staged the full product portfolio amidst an iconographic brand world. Welcome Home. Welcome to Bosch!

“Real experiences are the magic ingredient in an increasingly digital cuisine. I could see that all the visitors to our BSH Home Appliances Group Hall left having had very personal encounters with our brand and with a smile on their faces. I’m delighted to read the stories on LinkedIn and other platforms — it makes me incredibly proud.”

Nina Wiemer | Head of Live Communication Central Europe bei der BSH Home Appliances Group

A brand you can touch and feel

Perfectly staged, as if at a crossroads between the various product areas, stood a rotating icon signposting the way to the five Bosch meta themes of Sustainability, Health, Protection, Durability, and Stress-Free Living. Visitors were able to experience the Bosch product portfolio like never before — interacting closely with the brand and its personality.

Seamless Content Journey

The journey to great content began weeks in advance of the IFA with various food influencers and lifestyle gurus visiting the Bosch Home at Lake Tegernsee to test new products.

A selection of personalities then appeared at the IFA itself: Sally from sallyswelt, Aysen from aysens.kitchen, and Kevin from kevin.von.holt_official shared their stories both live and streamed — flying the flag for seamless cross-channel communications.

That’s how you empower a brand like Bosch to reach its audience: Come up with a concept that can be easily amplified across analog, digital, and hybrid media — to reach users the world over.

The pull factor: Live shows at their best

There’s no doubt that the highpoint of the IFA 2024 was its live performances given by authentic content creators. With her sustainable recipes, things literally hotted up in the show kitchen with chef Sally — igniting the brand’s core values in a real-life cooking environment.

If it hadn’t made an impression yet, the spectacular set up for the finale of “Germany cooks” (Deutschland Kocht) gave the brand a powerful chance to shine. Its message, ‘Welcome Home,’ making an emotional appeal. With over 215,000 visitors, 40 million organic views, and countless posts in just 19 days, it’s very clear: There’s no place like a BOSCH!

Fotos © Jörg Hempel, Aachen

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Say hi to Intelligence.

Siemens at the IFA 2024

215,000 visitors, 40 million social media impressions, a packed events hall, and ecstatic fans — this can only be Siemens at the IFA. For five days the brand hosted an immersive 360 experience designed to blur the boundaries between technology and design, provide a seamless content journey with intelligent touchpoints, and generally stimulate all the senses.

Under the slogan ‘Say hi to Intelligence,’ Siemens once again showed that the kitchen of the future is smart, connected, and within reach.

Say hi to intelligent cooking.

Artificial intelligence has featured in everyday life for a long time now – and our home is no exception. The Siemens’ smart product range makes life easier and more efficient. Visitors had the opportunity to immerse themselves in the Siemens brand via a range of interactive user touchpoints spanning; cooking, cooling, dishcare, laundry care, and coffee indulgence.

The highlight of the trade show was the intelligent oven, that recognizes what’s cooking within it. Here, future meets now.

Say hi to intelligent dishcare.

Say hi to intelligent laundry care.

Say hi to intelligent cooling.

Digital reach through live performances

Star chef Alexander Kumptner and breadfluencer Jo Semola demonstrated, live, how modern technology is shaping the taste of the future. Countless posts ‘from Berlin to the outside world’ showed, more clearly than ever, how effective holistic brand communication can be.

Fotos © Jörg Hempel, Aachen

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You Win!

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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.

Photos © Jörg Hempel, Aachen

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Experience the fascination

Experience the fascinacion of Smart Home Appliances

On behalf of our customer BSH, we were delighted to design and stage both the Siemens and Bosch brand experiences at EuroCucina 2022. Running in parallel with the Milan Furniture Fair, EuroCucina takes place every two years and showcases the latest innovations, topics, and trends in the world of kitchens.

Siemens

For visitors to the Siemens Penthouse for Progress, innovative technology, smart applications, and captivating design unite for the ultimate experience. It’s an inspiring journey through the Siemens smart kitchen, allowing today’s foodies to test tomorrow’s technology — all within a natural and modern living environment. Advancement, design, quality, and technical innovation all come together at the Penthouse for Progress.

Bosch

At sister brand Bosch, it’s all about sustainability this year. How can I make my kitchen both smart and sustainable? How can I save energy and protect resources? Here, Bosch presents a range which is both inspiring and — above all — technically impressive. This is reflected across the entire product line, empowering users to adopt a healthy and eco-friendly lifestyle. Live healthily and sustainably #LikeABosch!

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Branded office space

BSH Branded Office Space

Employees experience the future of work in the new BSH Offices

The BSH Home Appliance Group, headquartered in Munich, sees its entire workforce return to 50% in-office working over the summer of 2022. After two years of WFH, this is a major change for many employees and reflects the current work reality for many people.

When BSH started on the redesign of its offices in Munich-Neuperlach, there were several factors which shaped the planning process — the increasing emphasis on virtualization, on flexible working methods and, most importantly, on the meaning of what it is to “work” generally.

Our Mission

No wonder, the primary objective in the development of this new office was to create identity: To make work culture tangible. To establish places for communication. And to bring people together. Which is what we did — designing a future-work environment, on an area of approximately 1700sqm, where the focus is 100% on social integration. One where the partial return to the office has been exploited to forge deeper more intimate connections between employees and their corporate culture. The Motto: Culture. Places. Stories. People.

“Our new office creates diverse planned and serendipitous opportunities for collaboration and chance encounters. At the same time, the flexible concept accommodates a familiar daily routine as well as the need to retreat. We have created an open environment in which all team members feel completely at ease.”

Michael Bohn, Head of Marketing Central Europe

In the center:
The Branded Core

The complete interior reflects BSH’s expertise in design, technology and innovation. Here, surfaces, colors and materials spanning multiple areas blend in to form a coherent design concept.

In addition to the newly devised Office Areas for Bosch, Siemens, Gaggenau and Neff teams, a “branded core” has been established in the center of the floor. Four brand touch points — inspired by the global corporate identity — have been installed and are accessible to all employees: The Bosch Community Hub, the Siemens Café, the Gaggenau Wine bar and the Neff meet + greet. Built-in appliances such as cooling systems or cooking islands, come of course from the respective product portfolio.

Hybride Use

In addition, two spacious Workshop Rooms have been created, offering a flexible setup for varying numbers of users. Fully equipped with work materials and media technology, they offer a creative environment for cross-team collaboration or customer workshops.

The Public Library, with its reading corner for focused work, meeting islands and acoustically separated seating niches, offers a place of tranquility and meets the fresh expectations of an office of the future.

The Brand Collages on the walls are multimedia and individually designed for each room. The basic principle of the elements — monitor, pinboard, graphics, light frame, and typography — is the same throughout. But the themes highlighted are different and aligned to the overarching motto: Culture. Places. Stories. People.

Conclusion

With these freshly designed spaces, we have created a future-oriented office environment that promotes social interaction, enables hybrid use and welcomes all employees with its inviting atmosphere. By positioning the products associated with the Bosch, Siemens, Gaggenau and Neff portfolio spatially, an even stronger identification with the brand is made.

“Spaces create identity, reinforce ideas and provide orientation. They are a crucial element in modern employer branding.”

Jan Domin, Partner at SCHMIDHUBER und Client Manager for BSH

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There is no Place #LikeABosch

Welcome home.

Nina Wiemer | Head of Live Communication Central Europe bei der BSH Home Appliances Group

A brand you can touch and feel

Seamless Content Journey

The pull factor: Live shows at their best

Fotos © Jörg Hempel, Aachen

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Offene Fragen?

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Say hi to intelligent cooking.

Say hi to intelligent dishcare.

Say hi to intelligent laundry care.

Say hi to intelligent cooling.

Digital reach through live performances

Fotos © Jörg Hempel, Aachen

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Welcome to an inspiring Brand Experience

Nina Wiemer, Head of Live Communication Central Europe, BSH Home Appliances Group

SiemensUrban Life Park

Welcome to the Home for Progress!

Corporate Interieur

Live Fantastically #LikeABosch!

Jan Domin, Partner at SCHMIDHUBER and BSH Client Manager

Experiential Content Journey

3d Campagne

Dealer Center

Photos © Jörg Hempel, Aachen

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Experience the fascinacion of Smart Home Appliances

Siemens

Bosch

Photos © BSH Elettrodomestici S.p.A.BSH Italien

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Our Mission

Michael Bohn, Head of Marketing Central Europe

In the center: The Branded Core

Hybride Use

Conclusion

Jan Domin, Partner at SCHMIDHUBER und Client Manager for BSH

Photos © Olaf Becker, Becker/Lacour, München/Frankfurt

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In the center:
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