EXPOTECHNIK

The Expotechnik Group showcased the reorientation of the SEW-EURODRIVE brand at the Hannover Messe Industry 2009

Taunusstein/Hanover, April 2009.
SEW-EURODRIVE is a company specialized in drive technologies and global technology leader in the field of automation engineering. For the Hannover Messe Industry (HMI) 2009, the world's most important venue of the industry, the SEW-EURODRIVE relied on the support of the Expotechnik Group. The international service provider for three-dimensional brand presentation elaborated an individual exhibition concept. Based on this concept, a trade show booth was realized that publicly communicated the strategic reorientation of SEW-EURODRIVE in a credible way, allowed for increased brand recognition and, moreover, marked the most extensive trade show presence in the history of the company.

Established since 1931, SEW-EURODRIVE has significantly developed by now: from a provider of single components to an expert for complete systems. "Drive 360 – Seeing the Big Picture" is the new principle uniting the two business areas and supplementary services under the banner of the SEW-EURODRIVE brand. The creative heads of Expotechnik had to translate this motto into reality for the trade show booth design: The objective was to make clients, service providers, employees and visitors sense and experience the moment of entering the exhibition stand. A convincing presentation of the products was to support the company's image and brand recognition management.

Realization of the Concept
Integration and combination – understanding and experiencing the whole as a sum of its single parts: These are the central themes of the new exhibition concept that have been translated into the booth design for the HMI 2009. The image described was realized at the HMI 2009 by enclosing the entire exhibition space with product presentation zones arranged in the outer booth area. Like clamps, these zones held together the individual elements of the overall trade show presentation and created a homogenous picture according to the superior corporate strategy.
Other strategic business segments as well as the communication area have been integrated in the interior of the booth. Two cubes made up central elements. Between these cubes, the hospitality area was located. It was flanked by an extended bar on the one side whereas the other side provided access to the meeting rooms and a VIP deck with comfortable lounge atmosphere. The trade show concept allows for variable arrangement of the cubes and therefore provides flexible future solutions for different booth sizes. The front face of the cubes was framed with red borders. These distinctive areas made up communicative surfaces: Integrated display screens and graphics provided product and brand information. In the product presentation zones, wall applications, platforms, digital information points, and screens as well as wall openings with integrated display cases served as eye-catcher and provided transparency.
Thanks to the use of Expotechnik's Titanium superstructure concept, the entire presentation appeared to be a three-dimensional installation within a three-dimensional space. The system served as additional outside framework holding together the individual elements as a whole. "Titanium has been especially developed for large-scale superstructures. It allows for beam spans of up to twelve meters at a height of up to seven meters. Being the very first company to benefit from the new system, SEW also was the only company benefiting from it at the Hannover Messe Industry. "With the project, the market introduction of this product innovation was realized", explains Alexander D. Soschinski, Managing Partner of the Expotechnik Group.

Summary of the Participants
SEW-EURODRIVE was clearly visible at all brand touch points at the HMI 2009. A consistent overall picture was created and the brand was communicated as three-dimensional experience in a both consistent and lasting way. "With its distinctive architecture and clear language of shapes, our concept mirrors a very high standard of design. Therefore, it supports SEW when it comes to image and brand recognition management. The objective of the exhibition architecture is to provide brands with a new emotional dimension to make clients pause for a moment and to allow for immediate association with the brand", explains Alexander D. Soschinski, Managing Partner of the Expotechnik Group. „Together with Expotechnik, we laid the keel for and fully realized a project that is ahead of its time both from a conceptual and an architectural point of view“, adds Hans-Joachim Baumann, responsible project leader at SEW-EURODRIVE.