The KECK GROUP in action for Joyson Electronics at Auto Shanghai

There was no shortage of challenges for the brand staging of the entire Joyson Group at Auto Shanghai 2019. The final hall planning was not approved by the trade fair organisers until six weeks before the start of the event. With the new floor plan, KECK had to re-adapt the architectural concept to meet the altered requirements of the 500 m2 floor space in the shortest possible time.

The positioning of the individual product brands along with their exhibits was also challenging, so that the overall staging resulted in a coherent and harmonious customer journey for the trade fair visitor. Under the umbrella brand, the automotive suppliers’ products were grouped on the “Product Walkway” based on the Safety (JSS Joyson Safety Systems), Components (JSS and Quin)  and Electronics (Preh) divisions. A special “darkroom” was created for the product highlights, in which visitors with access could experience a corresponding product presentation. This presentation was additionally supported through media elements.

Joyson Electronics’ round, three-dimensional logo formed the spacious focal point of the eye-catching trade fair appearance. Seen from the central entrance, it was framed on the front by the product presentations of the individual brands. Towards the back of the stand, the view immediately was drawn to the 45-square-metre large LED communication wall as well as the arch-shaped, two-storey structure containing the meeting rooms. In general, the logo’s round shape was adapted for the entire stand concept.

Within this short timeframe and under high pressure, KECK ASIA was responsible for the entire project management and completed all tasks with perfection. In addition, the event also included a press conference with media staging. In addition to the LED wall, the digital communication also included 360-degree photography with which Joyson’s customers were able to experience the trade fair stand – including product presentation and information – after the trade fair.

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