SCENOGRAPHY & COMMUNICATION

A stand architecture geared towards dialogue presents itself as open and inviting from afar, engaging visitors with the core theme of "Face to Face Communication."

The architectural design was supported by two real-wood sculptures depicting two heads, which visually conveyed the selected theme from a distance. Each of the two heads served as a symbol of the trade fair motto, "Face to Face Communication."

A special highlight of the two four-meter-high sculptures was the fusion of analog and digital technology with natural wood elements.

Among other things, LED panels were inserted into one of the heads, which, together with attached gears, represented an effect medium.

Each gear interlocks with the next, just as it does with good trade fair planning—from design and planning to assembly and dismantling. The second head consisted of cross-lamellae, to which various image screens were attached, informing visitors about the diverse projects of ZENIT-Messebau GmbH.

Another highlight on the harmonious stand area was the handmade, polygonal back wall elements. Each individual wall element was covered by hand with velvet fabric and connected with shimmering black acrylic glass joints.

The color scheme of the wall panels picked up the company's new corporate color.

The use of polygonal wall panels reinforced the overall impact of the architectural ensemble, and visitors felt drawn to the extraordinary and creative design language.

The conscious touching of the velvet panels by visitors was part of the stand's communication concept and, alongside the architectural appeal, served as a trigger point for competent service consultation by the stand crew.

Professional consultation at the point of encounter was possible immediately, as the entire exhibition stand was, in the true sense, the company's tangible product.

All visitors and guests could thus directly inform themselves about the company's capabilities.

Experiencing the product live was part of the underlying communication strategy.

If visitors wished for a more in-depth consultation, they were invited to a cozy communication area on the stand to receive further information about the company.

During these conversations, guests could experience another special feature of the stand.

Visitors could choose from various cocktail options, freshly prepared at the stand. The specially designed "stand bar" was managed by Simon Bach, managing director of the Cologne cocktail bar "Woods." This principle of exclusive hospitality is part of the company's comprehensive communication strategy: visual, haptic, and gustatory.

Brand Communication & Accompanying Measures

The trade fair slogan "Face to Face Communication" was created during the refresh of the corporate identity and the redesign of the logo.

Many core company values developed during this phase can be traced back to the fact that ZENIT-Messebau has been offering expertise in design, planning, and realization from a single source for many years.

For this reason, the new slogan best represents the company's core values: experience, passion, and know-how.

Consequently, many clients and network partners were personally invited by the ZENIT team to stringently continue their partnership.

All invited partners and guests were then able to view the new logo and the new brand identity at the stand.

Thus, the entire exhibition appearance represented the planned conclusion in the rollout of the new corporate identity, which began with the new corporate manual and continued just days before the start of the fair with the launch of the new website.

Derived from this combined communication strategy, various trade fair and success goals were formulated.

Firstly, as many lead conversations as possible were to be held to reach new people and client groups, and secondly, long-standing and existing customers were to be warmly welcomed at the stand. Furthermore, a master goal was declared in advance of the trade fair: to develop one new customer directly from a new lead.

In addition to the presentation of the CI and the company's performance aspects, the trade fair was also the setting for the collaboration between the two companies, ZENIT-Messebau and Blueprint Events & Services GmbH. Since recently, Blueprint Events & Services GmbH has been a strategic partner of the experienced exhibition construction company as an in-house agency.

The young and innovative event agency presents itself as an optimal partner for the increasing number of hybrid events, where classic exhibition construction topics merge with creative event design.

Furthermore, the expression of this partnership forms the final point of the entire communication strategy for the trade fair participation.