For the presentation of Liebherr-Aerospace at the four global aviation trade shows in Farnborough, Berlin, Paris and Zhuhai, plan-j has developed a new trade show presence that is to be used a total of ten times over the course of several years. plan-j is a contractual partner of Liebherr-Aerospace and has been working for the companies of the Liebherr Group for some time.
The aim was to create a CI-compliant, globally applicable trade show concept at an attractive cost in order to increase the brand’s recognition value in culturally different markets. At the same time the concept should honour characteristics and special features of local markets as well as the cultural needs of the individual countries, in which the fair takes place.
The focus was on creating a uniform, homogeneous media presence for all system and product areas, including the integration of Customer Service with special attention to the “Life Cycle Support” service offering. Liebherr-Aerospace wants to use the trade show concept to present itself as an innovative technology leader that supplies high-tech products of the highest quality and, as a system manufacturer, always develops individual solutions for its customers. To achieve this, the values and image of the traditional Liebherr company were to be communicated and the family-owned company positioned as a reliable partner with financial independence that maintains a trusting and long-standing relationship with customers.
The new design is intended to reflect the image, the innovative strength and the quality standards of Liebherr-Aerospace. On this basis, plan-j focused on the idea of “lightness” during the planning and implementation of the appearance – corresponding to the product division “aircraft construction”.
A “flying architecture” forms the framework: Liebherr-Aerospace’s portfolio is impressively presented as a “product axis” on a catwalk. The visitor thus perceives the exhibits as a unit and gets an impression of the interaction of the individual elements in the large system. Structural elements and “frames” are individually interlocked or overlapping to illustrate the mesh of solutions. The colour scheme is deliberately reduced and emphasises the colour coding of the products.
The content-related fourfold division of the presentation takes place as an ambivalent staging: While the individual blocks – Block A: Meeting rooms, stand office and storage; Block B: Hospitality and kitchen area; Block C: Product axis: Block D: Highlight area with media table – are subject to clear architectural and illumination area definitions, at the same time the impression of the “overlapping” of the blocks is always maintained.
The puristic design with clearly defined visual structuring reflected the technophile target group of airshow visitors. Catering and decoration each pick up on country-specific characteristics and thus create an anchor point for local trade show visitors.
The choice of design elements emphasises the brand values of Liebherr-Aerospace and underlines the “flying” character: black glass in the exhibit area, otherwise white Corian, green carpet in the lounge and grey carpet in the meeting rooms are combined with black high-gloss pedestals and a white platform for the exhibits. Glass walls in the meeting area suggest “lightness”, which is given additional emphasis by the chosen decoration: origami objects in the shape of birds and UFOs. The illumination further highlights the snow-white architecture with its bow-shaped structures and gives the impression of a “floating” stand even from a distance.
The consistently modular structure of the concept enabled the required maximum flexibility with regard to different floor plans, hall positions and visitor flows. At the same time, it was ensured that different service providers in different countries could easily take over set-up and dismantling under changing external conditions. This was also taken into account in the choice of materials, which have to withstand numerous set-ups and dismantlings.
INTEGRATION & NETWORKING
plan-j has designed the new brand presence of Liebherr-Aerospace in such a way that it can be adapted for all local conditions and eventualities. It provides customer advisors with impressive interactive displays to show the connections between the product worlds. It also offers an overall intuitive access to the products. The hospitality area is designed in such a way that the trade show booth concept can be “regionalised” via food, decorations and services.
With a “Thinking Table”, plan-j has additionally developed an interactive, audiovisual presentation tool in the form of an oversized touch screen and integrated it into the concept. This gives the booth staff additional possibilities for the presentation of products and contexts within the systems.
plan-j develops new trade show appearance for Liebherr-Aerospace
plan-j has designed a new trade show presence for Liebherr-Aerospace, which will be used ten times over a period of several years at the four global aviation trade shows in Farnborough, Berlin, Paris and Zhuhai. plan-j is a contractual partner of Liebherr-Aerospace and has been working for the companies of the Liebherr Group for some time. The new design is intended to reflect the company’s image, innovative strength and quality standards, as Liebherr-Aerospace is already well known to customers and interested parties in the aviation industry.
The briefing for the new trade show presence envisaged that plan-j would present Liebherr-Aerospace as a system manufacturer, where individual solutions are always developed in close consultation with the customer. The hospitality area and the meeting rooms were to be integrated into the booth. plan-j designed the new brand appearance of Liebherr-Aerospace in such a way that it could be adapted to all local conditions and eventualities.
The communication experts from plan-j had the idea of “lightness” in mind when planning and implementing the trade show presence. A “flying architecture” forms the framework of the highlight area on the booth: Liebherr-Aerospace’s portfolio is impressively presented as a “product axis” on a catwalk. The visitor thus perceives the exhibits as a unit and gets an impression of the interaction of the individual elements in the large system. Structural elements and “frames” are individually interlocked or overlapping to illustrate the mesh of solutions. The colour scheme is deliberately reduced and emphasises the colour coding of the products.