Sidel Group
Empowering performance through understanding
Hauser Lacour, 2016 – 2017
Laurent Lacour, Managing Partner
Felix Kopp, Creative Direction
Roxana Raschidi, Martha Richter, Art Direction
Cordula Mack, Lynn Gerlach, Victoria Liebrecht, Project
Management
Deutsche Werbewelt, Media Technology
4space, Walbert-Schmitz, Construction
As Art Director I was part of the core design team and worked on the communication concept right from the start and developed the spatial and graphic design concept together with interactive „smart“ features underlining the brand’s promise. Along the project I took charge on visualizing concepts in spatial contexts. In the realizations process my role was multidisciplinary from sourcing suppliers and freelancers, supervision of spatial and graphic design, further on technical direction in the intersection between client, technical supplier and stand construction. Key responsibilities were the product design of exhibits in shape and content, the NFC touchpoint and its functionality and not least the Source installation including all graphic assets.
In the realizations process my role was multidisciplinary from sourcing supplier and freelancer, spatial and graphic design, further on technical direction in the intersection between client, technical supplier and stand construction.
Key responsibilities were the product design of exhibits in shape and content, the NFC touchpoint and its functionality and not least the Source installation including all graphic assets.
The merger of Sidel and Gebo Cermex — both big players in the field of liquid packaging — was first introduced to the general public at Drinktec 2017 in Munich. On 5000sqm the group presents its new portfolio and ambitious brand promise »Performance through understanding« for the first time.
Given brief for the fair was to bring the new, powerful corporate identity to life, create a consistend visitor experience before, during and after the show and further more position the group as innovative provider of intelligent Industry 4.0 solutions.
The concentric architecture with the core at its heart fosters the experience of one strong brand surrounded by coherent product portfolio.
Digital Visitor Journey
A card with NFC technology is the visitor’s steady companion and works as key for unlocking individual information and saving relevant content with a simple touch to the visitor’s personal cloud.
The tailor-made lead-management app — sourced by the companys database and the visitor’s onsite interactions — supports the sales staff in their conversations, provides additional information and feeds the company’s CRM with valuable customer interest and insights — all in realtime.
From pitch to implementation
Starting with the given basic circular layout of the trade fair stand, the comprehensive communication concept and the design language of graphics and product exhibts were further developed in a pitch and extended by smart features fostering a state of the art and interactive visitor experience. In order to ensure smooth stakeholder coordination, it was necessary to present the designs as authentically as possible and close to the final result.
Draft renderings and composings done in Cinema 4D and Phtotoshop helped to create an impression of visual axes, the spatial feeling and proportions of the huge equipment.
The Source – an interactive Installation
Interactive installation at the booth’s core. The intuitive interface provided a metaphorical glimpse of the future by letting visitors discover market insights and trends. The interface also interacted with the light installation above, creating an eye-catching impact.
Making a brand’s promise tangible by a holistic experience
More than 19.000 of interactions on the stand, leads with true insights and knowledge on the visitor’s interests and further more individual post-show communication give proof that a B2B fair stand can enhance a brand’s value through a truly holistic experience.
That’s Performance through Understanding.
