ponents This brand variety required a total ly new conceptual approach in order to en able visitors to find their orientation quick ly says König The new stand design pres ents the exhibitor and its product worlds by division on attractive platforms These sym bolise the interior trends of tomorrow and convey a ubiquitous message through design and media Win the future with intelli gence explains König An outsized frame work with colour coding and LED lighting groups the exhibition areas together under the umbrella brand Effective brand presentation is critical to global competitive success At Keck this goes well beyond presentation at trade fairs Anyone who visits any of the Joyson Group s premises will get the same brand experience thanks to the corporate ar chitecture In 2017 Keck realised the showroom for the Electronics division on the site of Preh the com pany s subsidiary in Bad Neustadt That could be considered to be a suc cessful dress rehearsal for an even bigger project an informative brand world with an emotional impact covering 420 square metres at the holding company s headquarters in Ningbo The various brands are presented here in an interactive multi media format as part of the Joyson Electron ics Group 13 monitors form a media wall Sensor controllers respond to motion in front of the exhibits and the monitors play the as sociated product video They then automati cally switch back to the main film which fills the entire media wall The whole thing was realised in only seven weeks on schedule and exactly as specified by Keck Asia It was the acid test for Keck s joint venture established at the end of 2017 in Shanghai It is now cate gorised as a top supplier by the holding com pany In our experience success is driven not by the markets alone but by the people who know them inside out emphasises Robert König who is also managing director of Keck Asia As a result of the inside knowledge of these partner companies and their staff Keck and Keck Asia were able to develop a feel for the cultural differences and characteristics German quality and Chinese flexibility complement each other perfectly and enable companies to take the next step towards realising their vision www keck world JK 112 TradeFairs Internation al 2 2018 PRACTICE T he Joyson Group which is based in the Chinese city of Ningbo is among the world s 100 largest automotive sup pliers Its two most important trade fairs are IAA Cars in Frankfurt and Auto Shanghai In both the German and the Chi nese market the group relies on a German company for its trade fair appearances KECK which is based in Weil der Stadt near Stuttgart The working relationship be tween the Asian exhibitor with German sub sidiaries and the brand presentation special ist began in 2013 These are two companies that share a commitment to outstanding quality emphasises Robert König manager of the Keck International unit The situation has changed greatly since then The company is now subdivided into three divisions Electronics Safety and Com INTERNATIONAL STAND DESIGN A feel for cultural differences Keck s portfolio includes exhibition stands showrooms and brand worlds The company is combining European and Asian expertise in a new joint venture Entwickelt von Keck Messe auftritt der chinesischen Joyson Gruppe auf der Automobilausstellung Auto Shanghai Developed by Keck exhibition stand of the Chinese Joyson Group at Auto Shanghai Ph ot o K ec k

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