Concept Summary

Festo - Hannover Messe 2022 We were asked by Festo to redesign the 30-year-old stand system for the 75th Hannover Messe and turn it from a sea of products to a differentiated visitor experience. Our goal was to organize and focus the themes of Festo, giving them a structure, an experience and a precise communication. On the 1,400 sqm large trade fair stand we have introduced a storyline along a blue line running through the stand, structuring five areas: Individualization, Sustainability, LifeTech, Digitalization and Didactics. The storyline takes the visitor on a journey through the themes in which Festo is involved and explains the achievements and success stories of the brand. Furthermore, it gives the visitor an orientation and ensures that everyone has seen all the subject areas when following the line. Each of the five areas consist of a Highlight Exhibit, DeepDive Zone and Success Stories that create different experiences and atmospheres. The Highlight Exhibit are the center of each theme and give an easy, almost playful access to the Festo topic. In the DeepDive Zone the technical applications from Festo are explained by experts. The Success Stories are either placed on steles or on walls near the blue storyline. They show successful placements of a Festo product in a real application and explain the achievements that have been made with the customer. The associated stories are told by colorful pictures of applications to generate an emotional experience of the products. The stand concept balances between precise, technical information about the complex products and the emotional experience of the Festo brand. Photos: Ken Schluchtmann