The AXOOM digital business platform is designed along the entire value chain. The purpose is to comprehensively network machines, software and processes with a decisive human touch at its core. By means of a vertical link, data can be transferred to the cloud-based platform. This way, AXOOM makes new business models and individual mass customisation possible.

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Marc Detmers, Manager Marketing & Communications, AXOOM GmbH
Marc Detmers, Manager Marketing & Communications, AXOOM GmbH
“The ingenious stand concept and design were the basis for very good business at the Hannover Trade Fair 2017.”


The purpose of AXOOM’s presentation at the HANNOVER MESSE was to stage their competence in digital networking in a manner in which potential clients could immediately recognise – to the greatest possible degree – how partnering with AXOOM could benefit their business.

The marketing department at AXOOM had planned an exciting scenario for this – running production systems by FELSS, TRUMPF and ZEISS during the trade fair in addition to using actual cases by partners C-LABS, ESSERT, FZI and XETICS. At the same time, visitors were able to follow the live status of the machines at all times on the large LED wall.

Visitors were drawn to a platform featuring “push-the-button-effect” on special offers positioned behind the radiantly back-lit, 6-metre-high “AXOOM-A” sign. Upon pressing the buttons, the networking of the exhibits was accentuated through circulating lighting effects and media staging on the LED wall and other projection screens. Floor graphics also drew attention to the cross-links of all the exhibits used at the stand.

The attention of trade fair visitors was enticed and deeply drawn to the exhibit where the slogan “smart forward” became a very tangible concept. Even during a relaxed, follow-up discussion in IoTCafé, they could follow the live status of the coffee makers and the consumption of various coffees by looking at a digital presentation on the counter top-mounted monitor.