Messe – SCHMIDHUBER

Feel Audi

Feel Audi at the IAA mobility

In an increasingly complex world, Audi is uncompromisingly committed to clarity. This idea will be visible at the IAA Mobility 2025 with the immersive installation ‘Feel Audi,’ which reflects a new design philosophy. Besides a new design for future models, the philosophy also represents the next milestone in the company’s transformation.

A tribute to Audi's history.

Audi does not simply showcase vehicles, but rather the essence of the brand – condensed into attitude and future vision. This is not a traditional trade fair appearance, but a new form of brand presentation. Architecture becomes communication.

Space becomes language. A journey from iconic moments of the past to the clarity of today. Minimalism not as a stylistic device, but as a principle.

You can't describe Audi with words.

The Audi Pavilion presents the boldest ideas in Audi’s history and, at the same time, the next big step: the Audi Concept C. A manifesto of the new design language – visible in the vehicle and in the stand concept.

The result: an immersive visitor experience and a powerful statement for the future.

„Our new portfolio and design language mark the next steps in the company’s continuing evolution. By focusing on what truly matters – across products, processes, and structures – we’re creating space for innovation.”

Gernot Döllner | Audi CEO

Photos © Antonis Hadjimichael, London

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Go for Solution P

We didn’t just come up with one campaign for Palfinger – we summed up a whole new way of thinking: from machine builder to solution provider. Solution P turned into an international brand and communication campaign that links strategy, content and space – as a vision for the future you can physically experience.

From brand to movement

As the lead agency, we were responsible for the brand strategy, campaign structure, messaging and creative concept – integrated across all touchpoints. Solution P was developed as a global narrative and unfolds its full potential at the most emotional interfaces between brand, product and people.

Campaign becomes space

BAUMA 2025 is the highlight so far: Solution P became a platform for innovation, exchange and presentation. In a modular, reusable environment, the campaign turned into space – immersive, multimedia, international.

‘We created physical communication. We didn’t just define a message – we also created the right space for it.’

Armin Schlamp | Director Global Marketing & Communication, PALFINGER AG

Photos © SCHMIDHUBER

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Inspired by Future. Driven by Technology.

Aumovio | IAA

Next Level Vaillant

Vaillant | ISH

There is no place #LikeABosch

BSH Bosch | IFA

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Next Level Vaillant

NEXT LEVEL VAILLANT

At ISH 2025, Vaillant presented itself not only as a premium supplier of heating and energy systems, but also as a progressive partner in the energy transition. “Next Level Vaillant” transformed the trade fair appearance into a systemic brand experience – spatially, conceptually, and communicatively.

Making complexity tangible.

Architecture, interaction, and communication merge into a systemic statement. Colours, guidance systems, open structures, modular solution islands, and a kinetic sculpture in the centre make complexity spatially tangible. This creates orientation through design.

The stage in the center is the 360°-visible point of reference, opening up the space to thematic islands, exhibits, and dialogue zones. A sculptural figure translates movement, change, and energy flow into form, light, and rhythm.

„Es ist Zeit für uns als führender Hersteller ein Statement abzusetzen. Für Klimaneutralität und Energieeffizienz.

Mit unserem Next Level Beratungsansatz begegnen wir unseren Besucher:innen auf Augenhöhe und zeigen verständlich das “Mehr” von Vaillant: Partnerschaft, Innovation – und der Mut, neue Wege zu gehen.”

Daniel Jäger | Team Leader Live Experience bei Vaillant

Creating change.

Climate crisis, resource scarcity, social change: Vaillant is responding to this challenge with solutions that make a difference. And at ISH, it is demonstrating how attitude translates into design.

During the creative process for the brand presentation, we consistently pursued one goal: experience instead of explanation! Each product is embedded in an application-specific usage scenario. Information only appears where it creates real added value. Interactive tables, energy flow walls, and systemically designed exhibits convey functionality without excessive text.

A space for genuine connection.

To enable genuine encounters, there are no zones, no product boundaries, and no prescribed routing. Next Level is the unifying idea—not the one that divides. The integrated talk format with moderator Amiaz Habtu enables knowledge transfer in real time—and positions Vaillant as a driving force in industry discourse.

Photos © Julia Laatsch

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Brand Experience World

HAIX | Flagshipstore

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Vaillant | ISH

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You Win!

Trumpf at the EuroBLECH 2024

Trumpf is so much more than just machinery: The company offers solutions that create real value. And at EuroBLECH, visitors could experience the company’s extensive system of software, services, and smart factory solutions — live.

Next-level machines. Next-level processes. Next-level experience.

Maximize Performance

Under the banner, ‘Maximize Performance,’ the highlight showcase demonstrated how to unlock the benefits of a Smart Factory across the entire value chain — from initial order across the entire process lifecycle to smart solutions.

The production “lane” running the entire length of the exhibition stand was symbolic of the quick and efficient production line that customers, themselves, can easily achieve. That’s smart from start to finish.

Picture and Video © Trumpf SE & Co. KG

You win!

Next-level machines. Next-level processes. Next-level automation.

Trumpf knows what it does best: The company makes high-precision, production technology that’s connected, efficient, and future-ready. With a 360-brand campaign that positioned Trump as an indispensable player in the industry — we worked hard to take that message to market.

Fotos © Olaf Becker

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There is no place #LikeABosch

BSH Bosch | IFA

Say hi to Intelligence.

BSH Siemens | IFA

BSH Headquarter Schweiz

BSH | Future Work

Smart Factory

Trumpf | Euroblech

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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.

BSH Siemens | IFA

Entering the BSH Brand World

BSH | IFA

Welcome to an inspiring Brand Experience

BSH | IFA

Play. Watch. Listen. Create.

SONY | IFA

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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!

Trumpf | Euroblech

There is no place #LikeABosch

BSH Bosch | IFA

Entering the BSH Brand World

BSH | IFA

Welcome to an inspiring Brand Experience

BSH | IFA

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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.

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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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BSH | Branded Office Space

Four brands one strategy

BSH | Swissbau

The pure joy of water

Grohe | ISH

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Play. Watch. Listen. Create.

One Sony

Play. Watch. Listen. Create.

SCHMIDHUBER have once again designed and built the Sony stand for the IFA Berlin 2013. One year after the successful debut it’s the customer who is center stage. From a raised platform at the heart of the Sony installation, visitors have a panoramic view of the trade fair highlights and the range of products on display. Spreading out from the center, different segment-shaped areas display each of the product groups: Play, Watch, Listen and Create, and everything comes together with the Brand Horizon to form one coherent image – One Sony.

The SONY brand is synonymous with cutting-edge technology and great customer experience. Technology is becoming ever smaller, more sophisticated, and useful in everyday life. This affords the user the space and time to dream and be inspired. And it’s exactly this feeling that we dimensioned at the IFA.

Timm Wilks | Managing Partner at SCHMIDHUBER

Highlights in the center

The highlights of the show are at the center: the new mobile devices. Here, visitors can experience All the best of Sony in one space-saving device: camera, screen, sound and apps.

Starting from the highlights in the center, the products are presented in ever-increasing detail as the visitor moves further into the Sony stand. In this way, the essence can be experienced even in a brief visit.

360°
Panorama

Unlike last year’s show, the panorama is not in one continuous band, but is made up of individual ultra-flat screens that only build to a 360° panorama when viewed from the center: the giant Sony Kandō Picture.

An interplay of individual and group perspectives brings the brand to life, with all its core and individual messages.

Sustainable product experience

The panorama follows the personal philosophy of Kazuo Hirai, President and CEO of the multimedia giant Sony. The Japanese word Kandō describes the act of conjuring a joyful smile on a customer’s face, and it is here made real in a surprising and breathtaking moment for visitors to the Sony brand experience.

The clear design, with reduced colors and graphics turn the products into trade fair heroes.

Lennart Wiechell | Managing Partner at SCHMIDHUBER

In Collaboration with Sony

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Turn your data into value

Warehouse
of Values

Values as goods or goods as values

These days, everything revolves around data. Software AG makes it easier than ever to integrate, network and manage IoT components, as well as analyze and use the data they generate.

Warehouse of values

And all adapted to meet the needs of both customers and the market. Our booth concept at the Hannover Messe 2019 and MWC Barcelona 2019 visualizes this service portfolio in a striking way: Artificial storeroom shelves create a space with an industrial focus. The booth is a warehouse for the value that each customer creates, with the help of Software AG solutions.

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Feel Audi at the IAA mobility

A tribute to Audi's history.

You can't describe Audi with words.

Gernot Döllner | Audi CEO

Photos © Antonis Hadjimichael, London

Weitere Projekte

Offene Fragen?

Go for Solution P

From brand to movement

Campaign becomes space

Armin Schlamp | Director Global Marketing & Communication, PALFINGER AG

Photos © SCHMIDHUBER

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Offene Fragen?

NEXT LEVEL VAILLANT

Making complexity tangible.

Daniel Jäger | Team Leader Live Experience bei Vaillant

Creating change.

A space for genuine connection.

Photos © Julia Laatsch

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You Win!

Maximize Performance

You win!

Fotos © Olaf Becker

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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

Weitere Projekte

Offene Fragen?

Say hi to Intelligence.

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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Offene Fragen?

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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Offene Fragen?

Experience the fascinacion of Smart Home Appliances

Siemens

Bosch

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

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One Sony

Timm Wilks | Managing Partner at SCHMIDHUBER

Highlights in the center

360°Panorama

Sustainable product experience

Lennart Wiechell | Managing Partner at SCHMIDHUBER

In Collaboration with Sony

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

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Warehouse of Values

Warehouse of values

Photos © Jörg Hempel, Altdorf

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Siemens
Urban Life Park

Experiential
Content Journey

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360°
Panorama

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Warehouse
of Values

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