Repurposing a trade fair concept for a purely digital product
As one of the leading providers of e-commerce solutions, shopware functions in a purely digital world. Nevertheless, it's important for the German market leader to personally nurture its customer base and create an experience for both brands and products on physical platforms. METZLER VATER has created an analogue interpretation of the online business and brought to the fore its digital principles at the same time.
Client shopware
Format A modular concept for trade shows year after year, scalable from 40 to 200 square metres
Platform Various trade shows across Europe
Service Concept, architecture, design, planning and product development
From on to offline
With its innovative online shop system, the German e-commerce business, shopware, has appeared at all leading trade shows. And at trade shows, of course, shopware's stand should be just as modular as the product itself – highlighting the software's premium quality.
Reimagining the shop's modular concept
Inspired by the software designer's modular online shop, we developed a trade show system that incorporates shopware's successes and presents them within the context of its brand architecture. The booth is reflecting the premium nature of the brand through the consistent use of modules - to represent brand communication, high-quality materials and delivery, as well as flexibility. The modular construction system gives visitors space for meetings, individual consultations, networking and is easily customisable to meet the individual needs of each trade fair of the digital industry wherever it might be - in Cologne, Utrecht or London.
100% flexible
Thanks to its modular design, the surface can expand from 40 to 200 square metres to meet both the needs of individual show platforms and allow a varying number of commercial partners to feature. The heart of the space, the communications lounge, also scores highly thanks to its complete flexibility. Both the hospitality area and the LED media surface can be easily expanded as required.
