EXHIBITION | IFA BERLIN
THEME | “Intelligent Transformation”
Here, we had to develop a new concept in which the umbrella brand of LENOVO was presented first and foremost along with its sub-brands. The group’s various sub-brands, such as Motorola, Medion, Gaming, etc., had to be presented equally and be clearly recognisable here. Furthermore, alongside sufficient separate space for all brands, there also needed to be room for a total of 16 fully equipped, air-conditioned meeting rooms.
The umbrella brand of LENOVO was positioned above its sub-brands visually, thus creating a connection whereby LENOVO is on top. The sub-brands, which were presented as trees with “excitement patterns” formed small “islands” underneath the trees, which invited visitors to test and experience products that were perfectly presented within the setting. Thanks to an upper floor, it was possible to integrate the large number of meeting rooms and catering for the guests.
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