The focus of B2B communication at Wacker’s trade show exhibitions has always been on presenting the company’s versatile, multifaceted product range, along with its many innovations for all different types of applications. As general contractor, tisch13 developed an overall concept with a strong brand architecture based on the corporate design for these events. Wacker’s self-image, “creating tomorrow’s solutions”, was a recurring theme throughout the trade show design – presented beneath a large, white “brand umbrella”. The deliberate use of zoning cleverly translated the theme of variety into the spatial design of the booth.
To present the innovations and product highlights, tisch13 designed 4.50m-tall, rotating panels featuring copy, images, video and exhibitions displayed on both sides, and positioned these in the center of the space. A USB interface gave visitors access to more in-depth information on topics and products.
Additional highlight exhibitions were designed and implemented as eye-catchers for specific trade shows. One of these is the stool developed by tisch13, which uses Wacker silicon cords to create the seat – making this useful piece of furniture an ideal example of successful product presentation.
tisch13 also developed a separate key visual for each major leading trade show based on the variety in WACKER’s product portfolio. Barcode patterns and dot designs represent the wide range of products and the company’s individuality. They also create a consistent look and recurring theme that continues throughout the entire trade show appearance.