TRUMPF at EuroBLECH 2006
TRUMPF´s trade fair stand consisted of eight sub-divisions that were designed to introduce the concept for a new product naming scheme, each featuring one tool or machine representing sector, and thereby, naming the line. TRUMPF’s outstanding market position as well as its technology and innovation leadership was conveyed through elegant and superior design. Triad Berlin archieved this by integrating trade fair architecture, design, motion graphics, traditional displays, and communicative elements.The stand attracted a record a record number of visitors and created turnover gains of 40 % compared with the previous year – markedly above sector average.
Communications Concept
Instead of merely presenting products, the emphases was on communication in order to increase sales and to convey the machines’ special technological features to the customer more convincingly. To this end, “ToolBars” were placed in the immediate vicinity of the machines. These information stations, a joint development of Triad Berlin and TRUMPF, were fitted with technological and customer exhibits especially chosen for EuroBLECH and specific media recordings.
Trade Fair Architecture
As part of the communications concept, the stand was meant to set new standards at the 2006 EuroBLECH with a brand new trade fair architecture and exclusive design. For this, Triad Berlin devised and realised a two-storey exhibition stand of 2,200 square metres in size with air-conditioned and soundproof conference rooms in just three weeks of construction time. In order to successfully introduce the new product naming theme, a lot of space was given to personal exchanges, including a generous hospitality area.
Design of Furniture
TRUMPF’s new communications design was also to be augmented with a pleasing furniture design. The connecting element was the uniform surrounding blue light band, marking company affiliation on all furniture. The design of the functional bases in a stainless steel look, referring to the material of the clasp linings on the sides of TRUMPF machines, formed a visual link with the company’s core competence: development and production of sheet metal forming machinery.
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