Concept Summary

Jury statement:
The jury was impressed by the results achieved by a cool, high-class club by telling the brand story (and having customers experience it) through the use of all sorts of state-of-the-art objects.

For klarx, a start-up in digital leaser of construction machinery, atelier damböck developed a unique 360° communication concept for bauma 2019 in Munich. On a stand measuring a modest 25 square meters the coolest place to be at the trade fair was created - known as the “Gold Digger – The Klarx Club”. Existing customers, business partners and members of the press were sent a personalized VIP invitation prior to the event. Hip hostesses handed out VIP entry bracelets at the trade fair, while a bouncer cast his critical eye over prospective clients and guests. The small stand and the new brand quickly became the talk of the event and a magnet for visitors among the big individual stand structures. A specially developed gold club logo featured prominently on the black outer wall of the stand. Just one small entrance provided a glimpse of the inside of the club – in keeping with the style of a fashionable urban club. An exclusive, specially designed themed bar awaited the club guests on the inside. The bar itself was made out of an original rubber track from a loader, which had been painted gold. A cozy VIP lounge in the top area of the stand was used for talking business. As such, despite the limited space, it was possible to filter guests and conduct relevant talks in a shielded room. Employees, friends and guests helped to design the internal walls by displaying Polaroid photos, personal greetings and messages from visitors. These walls along with the bar counter and the bar shelving were reassembled in the offices of klarx after the trade fair. At the end of the visit, all guests received an exclusive membership card that will grant them access to future events.