THE TUBE – Siemens at Hannover Messe

At the 2008 Hannover Messe, Siemens sported the company’s largest exhibition stand on 4,500 sqm. The key message of “Increase Your Productivity” was to highlighted the company’s innovative force and efficiency as well as address the targetgroups: specialists, middle management and top decision-makers. The centre of attention was a live presentation of automotive products and services creating a live experience of Siemens’ leading competencies in this leading sector.

Live Applications with Robots

The open, tube-shaped vertical frame depth architecture with 17 gluelam trusses created a clear overall effect and attracted people to enter from all sides. The main attraction was an original VW Tiguan production line running straight across the entire length of the stand. Moving LED screens accompanied the entire virtual process. The individual stages were shown and the interplay of virtual planning and real-life production was preseted.

Stand Architecture

A Sky Walk running parallel to the production line offered a view from above and led to the centrally located Sky Lounge. There, an ETFE cushion of 16 metres in length offered a comfortable view of the stand most notably. According to a survey conducted at the Siemens exhibition stand, visitors emphasized the positive impression of the production line, the visual design of the stand and the open and clear architecture of the stand. An average length of stay of more than 20 minutes was evidence of a successful trade fair presence and of happy customers.