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.
We created the “Urban Life Park” for Siemens, the premium brand for home appliances. A park packed full of experiences, which you can pass through much like a connected city, such as the Highline Park in New York. Cooling – Dish Care – Coffee – Laundry – Cooking. Everything more elegant and intelligent than ever before. Multimedia product stagings enable shareable moments for the digital booth extension.
And of course, the heart of the park contains the intelligent kitchen with an interactive stage, inviting you to take part in live cooking, panel discussions and other exciting shows.
“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
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Photos: Jörg Hempel
