EXHIBITION | IFA BERLIN
THEME | “Smarter technology for all”
For the seventh time in a row, we were able to assist our customer LENOVO with the design of their brand image and, furthermore, as in previous years we were able to provide the full service, including content creation, graphic design, show sequence, process direction, staff, VIP shuttle service, catering, and full support in the business area.
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, Bistrot and catering areas, there also needed to be room for one theater and a total of 15 fully equipped, air-conditioned meeting rooms.
The umbrella brand of LENOVO was positioned above its sub-brands visually in form of an oversized tree , thus creating a connection whereby LENOVO is on top. The subbrands, marked by luminous ceiling hanging lanterns, were arranged in their own recognisably separated areas all around the tree and invited the 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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