S ome topics and projects are rather complex and depending on the disci pline very abstract Hence it is diffi cult to make them understandable to the audience While engineering applications can be displayed in the form of physical de vices and machinery information technology is more of a challenge One possible way to do this is the story telling approach Case study model city Although IT applications are not really hapti cally accessible Fraunhofer had its most im pressive presence at CeBIT At one of the last editions two years ago it staged the project Morgenstadt city of the future as a model city with roads signposts and trees The group presence on a space of 1 000 square metres was divided into theme worlds featuring the activities of the indi vidual Fraunhofer institutes It was a showcase of the many different areas and fields of work within a city The Airport area featured exhibits on the topics IT Securi ty and IT Logistics It incorpo rated a three dimensional visualisa tion of the latter topic using of a baggage car among other objects The Museum area showed a completely different theme world with a focus on the computerisa tion of documents As another ex ample the Townhall area fea tured exhibits exemplifying elec tronic administration and citizen centred services Case study petrol station Fraunhofer also has a large pres ence at Hannover Messe every year As part of the industry show the research society has focused on the topic of e mobility in recent years As a dramaturgic vehicle it set up a petrol station to present the relevant exhibits This made it immediately clear to visitors that this was about energy for motor vehicles Case study concrete walls Fraunhofer also does extensive research in other industries Its most recent participation in a trade fair was just a few weeks ago in late January The focus of its presence was on concerns of the construction industry At Bau 2015 in Munich Fraunhofer presented exhibits on the topics construction materials construction systems and security in the Re searchWorkShop To visualise their product ideas researchers had integrated them in mock concrete walls They included algae based insulation materials or façade finishes for example The visualisation quite literally made the solutions tangible for visitors Integrate staff In house and external staff such as agencies stand construction firms and employees have an opportunity to meet and discuss at regular workshops They focus on the question how research topics can be made accessible to the public at large This discussion additionally mo tivates Fraunhofer staff who are very keen on experimenting and inventing to make their topic more tangible and pre sentable This also gives them more confi dence for later when they have to interact at the stand with an expert audience Currently an interactive game is being developed in workshops for the Fraunhofer Academy Obtain trade fair driving licence As an optimum preparation for the event sit uation Fraunhofer has introduced a trade fair driving licence for the stand team De spite its strong focus on distribution this in house training programme also gives staff a chance to practice hands on with the exhibit The advantage Staff become aware of shortcomings they must work on before taking part in a fair For ex ample they may need to brush up on foreign language skills or to ad just the exhibit Another point is to make Fraunhofer staff aware of the importance of goals you should only consider taking part in a show if you have specific goals Monitor response The success of an exhibition pres ence can be monitored indirectly by evaluating the media response Del egates perceptions also play a role In addition the contacts established at the fair can also be evaluated to this end Together with his colleagues Fran ziska Kowalewski and Susanne Pi chotta Welf Zöller is responsible for approx 30 group stands of the Fraunhofer Society every year The individual research divisions and institutes exhibit at a wide range of fairs occupying a total space of ap prox 5 000 square metres 20 TradeFairs Internation al 1 2015 TFI KNOW HOW How to make research accessible at a trade fair Expert Welf Zöller Fraunhofer Society Trade Fairs and Exhibitions Munich Contact welf zoeller zv fraunhofer de Auf der Hannover Messe hat sich Fraunhofer in jüngerer Vergangenheit der Elektromobilität gewidmet At Hannover Messe Fraunhofer has focused on e mobility in recent years Ph ot o F ra un ho fe r

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