swissflex
IMM, Köln
Far East meets Europe
The interplay of Chinese architecture and German industrial know-how.
Visitors discover exactly who the company SQ Deutschland is at first glance at the leading international trade fair for foundry plants, raw materials, die casting technology, the supplier industry, and machining and processing technology: Experience, expertise, and perfection are fundamental cornerstones of profitable cooperation for the German subsidiary of the Shengquan Group (SQ) and, together with striking elements of Chinese architecture, form the conceptual backbone of the new exhibition design at GIFA 2019.
FOUNDED IN CHINA, AT HOME IN THE WORLD
Regarding our initial collaboration with SQ Deutschland, we can only say that the corporate guiding principles of experience, expertise, and perfection were noticeably present throughout the entire planning phase. An optimal collaboration characterized by mutual acceptance and creative exchange led to the creation of an innovative exhibition design for the Shengquan Group (SQ). Both the Far Eastern parent company and the German subsidiary found creative space to unfold in the new exhibition design.
THE RESULT: A SYMBIOSIS OF CULTURE AND KNOW-HOW
A particular highlight of the new exhibition design was the striking wooden ceiling construction in the style of traditional Chinese architecture. It was intended as a tribute to the parent company, which celebrated its 40th anniversary in 2019. The use of traditional lanterns in the communication area or a daily tea ceremony were additional details meant to establish a connection to the parent company.
WHAT IS THE GOAL OF THE PEOPLE
The goal was clear: to optimally present the products and exhibits of SQ. As one of the world's leading producers of ceramic filters, binders, coatings, feeder aids, and other products for foundry applications, it was important to SQ to present this extensive portfolio to the professional audience in the best possible way. For this reason, freely accessible product areas were created, enabling every visitor to gather detailed information about the displayed exhibits.
TRANSPARENCY AS THE FOUNDATION OF GOOD COMMUNICATION
An open hospitality area framed by reed grass was not only a place to cater to invited guests, but rather it was intended to be seen as a communicative hub between various industry partners.
A principle that paid off, because during the trade fair, this area was populated by people from the most diverse backgrounds and industries.
Thus, the concept of accessible product presentation and open communication was a complete success for SQ and the creative team at Zenit.
You have the vision. We bring it to life.
Hagen Cabalo is happy to be at your disposal for a personal consultation:
