clever trade show concept
Heilmaier GmbH Messedesign and Kennametal have been working for many years to implement a consisten and recognizable world-wide trade show concept. This goal has been achieved primarily through two elements: first, a simple yet powerful color and graphic combination and, second, a structured and consistent system for product presentation.
The most obvious expression of the first of the two elements, color and graphics, is the combination of the large overhead logo banners, hung from the ceiling when possible, and the “warning tape” on the floor. The banner in and of itself provides Kennametal a strong brand recognition at a distance, which is so very important on the trade show floor. Up close, the combination of banner and floor marking provides visual bookends for the visitor. The overall openness of the stand edges, with no walls built on aisles, helps create an inviting atmosphere.
In order to cosinstently present Kennametal’s products world-wide, we developed the “Flexidisk” specifically for their needs: flexibility, portability, communicative, lighted. The Flexidisk presents products on easily changeable acrylic trays, has a graphic component that can be adapted to each installation, is free-standing with lighting, and can have computers mounted on them for interactivity. Over the years, we have been able to evolve the Flexidisk to work with new materials, products, and lighting so that it stays current without having to start over from scratch.
In order to meet our quality standards around the world, we have been active in establishing a network of local partners who are every bit as passionatel about high-quality trade show production as we are. This international network has been immensely successful for Kennametal as well as for other Heilmaier clients.
It is well known that Asia is still one of the fastest growing markets in the world. In order to best serve Kennametal, and our other clients in that area, Heilmaier opened our first branch office in Shanghai in 2012. Through the local know-how of our Heilmaier employees there, we stay current on trends, markets, and products.
This nearly decade long Kennametal-Heilmaier cooperation has helped both of our companies to be up-to-date in the ever-changing international world of trade shows.