How networked will our lives be in five years' time? And what must the infrastructure look like to enable the complete digitalisation of the world by then? The Bavarian antenna manufacturer Kathrein, in cooperation with BRANDROOM, has developed the "Network Vision 2022" - its signpost for the communication network of the future. At the Mobile World Congress in Barcelona, this vision was to become tangible for the first time with a "Closed Room" trade fair concept.
Kathrein - A vision comes to life
- Head stand, 130 sqm, closed-room concept
- "Brandline" as a graphic recognition feature for the trade fair stand
- Spatial and dialogue-promoting implementation of the "Network-Vision 2022"
- Activating touch-and-try applications on so-called "theme islands
Our concept is based on the so-called "Brandline", which graphically focuses on the central Kathrein themes of "sending" and "receiving" and thus points the way for the company and its various technology areas from the present to the future. It runs through all of the brand's themes and business areas.
For the Mobile World Congress, we translated this idea for the first time into a three-dimensional and media brand presentation. Here the "Brandline" as a stringent and attention-grabbing distinguishing feature was graphically placed around the entire exhibition stand, attracting visitors to the stand.
The interior of the closed brand room focused on the "Network Vision 2022" as a central anchor theme and integrated all central business areas as so-called "theme islands". Using touch-and-try applications, the numerous top-class leads were also able to experience Kathrein's vision of the future for themselves. Two meeting rooms as well as a bar and lounge zone offered additional opportunities for professional exchange and intensive networking.
The communication and design concept for the "Network Vision 2022" positions Kathrein as a future-oriented technology brand, encourages dialogue and makes the vision tangible.