Handtmann #TradeFairPresence #IFFA #iba

2,200 Square Meters of Innovation

Immersive booth concept with large-scale LED and motion design

For IFFA 2025, METZLER VATER designed and delivered a 2,200 m² brand experience for Albert Handtmann Maschinenfabrik. More than 120 machines, an integrated show kitchen, hospitality areas, and an exclusive closed space for product innovations came together to create a trade fair presence that seamlessly connected technology, application, and brand.

Client
Handtmann Processing

Format
Trade Fair

Platform
IFFA & iba 2025

Services
Strategy, Concept, Architecture, Motion Design, Technical and Logistical Planning

The Heart of the Immersive Booth Concept

A seven-meter-high and nearly 60-meter-long LED back wall formed the visual anchor of the presence. Complemented by LED columns and 60 m² of suspended LED surfaces, the space-defining motion design dynamically staged content and created powerful visual impulses.

Modular by Design, Scalable in Execution

The newly developed modular trade fair concept, including its own exhibition CI, provides the foundation for future international appearances. It sharpens the brand identity and translates Handtmann’s premium positioning into a consistent spatial language. For iba in Düsseldorf, the booth was adapted from more than 2,000 m² to 168 m² while maintaining strong recognizability and a distinctive brand presence.

Extending the Staging Beyond the Booth

The trade fair presence was accompanied by a booth party and high-impact marketing activities. Walking acts and a pressure-washing stunt around the exhibition grounds extended the brand experience into the surrounding space and generated additional attention.