Welcome to the
bauma is a trade fair of superlatives: 3,700 exhibitors from 63 countries present their innovations on an area of 617,000 square metres. Among them is Herrenknecht, the world market leader in mechanised tunnelling. Herrenknecht present the underground of the future in multimedia form with a new trade fair concept.
CLIENT Herrenknecht AG
INDUSTRY Mechanical engineering
SERVICE Architecture, print, digital, moving image
EXPLORATIVE, INSPIRING AND OPEN TO DIALOGUE
The openly designed stand invites dialogue and exploration. A question about the future hovers above each of the four thematic zones as an introduction to the subject. In the zones themselves, explorative digital applications, haptic models, moving images and striking walls in editorial design offer visitors the opportunity to obtain comprehensive information.
THE VIEW INTO THE TUNNEL
The brand tunnel, a central element of the indoor stand, captivated the visitors. The tunnel was also a monitor for inspiring expert interviews and an exciting vision statement. B2B influencers from various fields were recruited as experts. The vision statement is an ode to technical progress and the courage of visionary thinkers.
WATCH VIDEOS HERE
TECHNOLOGY TO TOUCH AND MARVEL AT
In the outdoor exhibition area, all eyes were on the current generation of machines and equipment from Herrenknecht. The special highlight was the bauma Innovation Award winner, the E-Power Pipe. Visitors were able to find out everything about the innovation with an augmented reality application via tablet.
A ROOM FULL OF POSSIBILITIES
The trade show concept and booth architecture were developed together with Herrenknecht's marketing and sales departments in design thinking workshops with prototyping. The leitmotif is the "New Underground", a space of possibility in which the future use of the underground by modern infrastructures is shown. The architecture embodies this through the "Altus Frame" - a frame with abstract geology design that spans the entire stand and metaphorically elevates the underground to a higher level.