For Centrotherm – one of the world’s leading providers of production solutions for the photovoltaic, semi-conductor and microelectronic industries – the international SNEC PV Power Expo in Shanghai is one of the most important trade fairs. Every year, a new trade fair stand needs to be designed for this event. It must reflect the high status of the company within the industry, and set the design benchmark for the most important annual trade fairs, as well as being globally adaptable.
Brand showcasing with the digital WOW factor
The design for the SNEC PV Power Expo involves the creation of the trade fair stand, the presentation of the products, and eye-catching features which cause a sensation – especially at events in China. Creating the best trade fair stand for the third year in a row was a major challenge for the KECK team – the 2018 stand received a customer approval rating of 120%.
It would have been impossible to achieve this goal by simply improving certain details. Marketing strategies and production and sales targets were therefore carefully considered. The results were combined as a holistic communication concept – to attract attention, stir up interest, and vividly and efficiently respond to individual questions in an ambience that suited the brand and appealed to the visitor.
For insiders, “The next step” – Centrotherm’s trade fair slogan – did not refer exclusively to the product highlights. The next technological step for the industry was represented by state-of-the-art, highly sensitive exhibits in a highlight cube dedicated to innovation.
The digital logo animation, which used relatively new and still largely unknown holofan technology, was an eye-catching feature with a definite “wow” factor. As is often the case with novelties, mediating the function and effect, and planning logistics between Europe and Asia required substantially higher expenditure. The setup was completed in just two-and-a-half days, thanks to good planning on the part of KECK ASIA.
The overall performance was worthwhile, with enthusiastic visitors and a satisfied Centrotherm team, who actually gave the stand an even higher score than in the previous year.