arranged diagonally to the ceiling giving the booth a funnel like appearance that drew the visitor into the exhibition Contrasting colours and materials added some suspense and variety to the 80 square metre booth The exhibits in white blue and grey were featured against black floors A communication area with a laser cabin out of wood and concrete stood out against this backdrop Its function was that of a modern workshop where visitors could try their hand at welding On the underside of the ceiling visitors also discovered a nov el collage of colours and materials It had a dual function adding a 3D effect and demonstrating how the Alpha Laser can be used for smart and sophisticated welding operations Bruns Messebau from Munich was responsible for the booth design and construction For years we have been working with Bruns on our trade show presence recaps Claudia Thornton Head of Marketing at Alpha Laser In 2017 it was time for a new concept Our expectations were definitely surpassed and the result was absolutely stunning www bruns messe bau de Objects and designs can be used to at tract attention Likewise animation images light and sound Messebau Süd from Os telsheim combined these technologies to present the customer Trelleborg an indus trial sealing systems manufacturer The technology of choice was video projection mapping and it gave visitors at Hanover Fair in 2017 a thrilling experience The Trelleborg booth boasted 350 square me tres arching over 80 square metres of aisle space The area for the mapping show was 17 metres wide and featured 13 elements arranged at varying heights in a polygon structure The projection space was above eye level The images displayed there cre ated an absolutely plastic 3D effect says Messebau Süd s delighted managing direc tor Bernfried Weber Visitors were im mersed in the world of Trelleborg Under the projection space there were tables for various industries with backlit product pre sentations If the film was about a certain product this was reflected on the table Visitors were able to see the benefits of the Trelleborg products not just virtually but also in practice A development area among the exhibits was to spark the cus tomers curiosity There the manufacturer offered a bit of insight into the develop ment of seals and parts for a coffee ma chine A 3D printer produced the proto types of this application Across the aisle there was also a hospitality area for visi tors where a bread sommelier pampered them with extraordinary bakery creations A catering concept that was as tailor made as the solutions by Trelleborg says Bern fried Weber and asks Why should hardly visible industrial products not also be thrilling and exciting www messebau sued de Bringing the HQ to the fair an idea that trade fair expert mac took quite literal ly mac built a booth for its long standing customer Bausch Ströbel that strongly resembled the company s headquarters This temporary HQ was featured at Inter pack 2017 in Düsseldorf The double storey main pavilion towered over the exhibition space at the front And a flag with the logo of the leading manufacturer of special ma chinery for the pharmaceutical industry was flying over the booth just like at the HQ in Baden Württemberg At the sight of the booth visitors were reminded of the en trance area at Bausch Ströbel s HQ mac project manager Kira Dreßler explains the concept The double storey main build ing was intended for talks with trade visi tors The remaining booth space served to display the exhibits Among other things mac realised a ma chinery arena tented by white gauze Thanks to the translucent fabric visitors could guess from the outside what was happening behind the façade This created a bit of suspense says Kira Dreßler An other special feature a Black Room where the exhibits were presented using a virtual reality multimedia display To make the booth look more dynamic the professionals worked with sloping ceilings There was not a single straight wall One design ele ment that pervaded all the areas was a wave image It was created a few years ago by designer Hartmut Sorg Ever since the exhibitor has been using it at every fair as a signature image After Interpack Bausch Ströbel s managing director Markus Ströbel thanked mac personally We have been working with mac for twelve years and are simply on the same wavelength The booth design and product presentation were just the way we wanted www mac messeex perten de JK TradeFairs Internation al 3 2017 N E W S 2nd Operations Summit Good service is easily defined Timely deliv ery competent customer care and just the little bit extra the client does not have to ask for The extra mile with a smile The key for achieving these goals are well educated em ployees In order to ensure that all IELA members deliver the best service the associ ation cultivates a modern and well devel oped knowledge exchange IELA makes sure that its members are always beyond the standards due to unique tools to further de velop personal and professional skills Start ing with customs manuals and venue infor mation from various countries up to the new IELA Training Manual and regular compli mentary webinars for our members Flagships of IELA s knowledge transfer are its events The Winter Seminar for the members newest employees The IELA Congress where the Manage ment shares their insights over the year The Operations Summit to constantly im prove the operational staff IELA Webinars to boost personal and cor porate performance every second Wednes day per month The next IELA Event will be the 2nd Opera tions Summit in Hong Kong from February 1st until 3rd 2018 focussing on Operational Excellence The association invites all mem bers to send their delegates on this IELA funded event to ensure that the future of the industry is in the hands of highly educated and trained professionals At the beautiful Hong Kong Convention and Exhibition Cen ter IELA members and guest speakers from Messe Düsseldorf and Lufthansa Cargo AG amongst others will share their experience and insights during our conference pro gramme specially tailor made for the opera tional level For any further information please con tact adminiela iela org www IELA org PRACTICE 98 Ph ot o H KC EC

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