Rewrite the rules – Caterpillar Bauma 2019


Architecture, Best Brand Architecture



Concept Summary

Connecting real and virtual worlds; creating a stage for the brand: Atelier Seitz presented Caterpillar at Bauma 2019. Atelier Seitz has supported Caterpillar at the world’s largest construction machin-ery trade fair for over thirty years, acting as the lead agency responsible for the de-sign, planning and final implementation of their trade fair booths. The largest indoor trade fair booth at bauma 2019 became an expansive world of experience, show-casing the latest interactive digital trends. Huge dimensions: Sixty construction machines as well as every product currently being launched by the Caterpillar brand were displayed on 9000 m². An artistic stage show creatively picked up the brand’s main themes. Every aspect of the presentation communicated the most significant trend of our time: digitalisa-tion combined with networking and interconnectedness. Over 620,000 trade fair visitors experienced this outstanding live show. It seemed as if the laws of gravity had been annulled, perfectly matching Caterpillar’s new slogan: Rewrite the rules.

Atelier Seitz GmbH
p h a s e 7 performing.arts GmbH
mehr:wert GmbH & Co. KG
Caterpillar Inc. & Zeppelin Baumaschinen GmbH
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