Bosch IFA, 2022

Brands can only be experienced through real encounters, even if during recent years we’ve learnt that the digital world is unstoppable and any area of life unimaginable without it. Still, the personal relationship comes first – and this is all the more true for the largest electronics trade fair in the world, the IFA, on which we have staged the brand Siemens for the last ten years. This year, for the first time, we had the pleasure to design the Bosch brand appearance at IFA as well. The presentation of the brand focused fully on the theme “Live fantastically” in our “fantastic home” experience.

Live more sustainably, smarter, simpler, healthier. Or in short: ‘Lebe fantastisch #LikeABosch’! And who better to embody this idea for the demanding target group than ‘Die Fantastischen Vier’. Their newly launched campaign song “Bude Smart” made the exhibition hall shake. The entire stand consists of a big stage with interactive cooking shows, shareable moments by influencers for the digital booth extension and to chill out, a twelve-meter-long sofa.

“The core of brands are true experiences. Experiences are personal encounters that touch the heart and stay in the mind. For Siemens and Bosch, we made this attitude tangible at the IFA by creating worlds of experience that combine the real experience with the digital experience. Both trade fair stands invite visitors to stroll around and discover. Digital product presentations and impressive, large-format media productions fill the brands with life.”
Georg Dejung, BLACKSPACE

Photos: Jörg Hempel