A virtual trade fair presence in five days
That was quick: Leadvance is organizing a virtual trade show in five days to replace its postponed appearance at Light & Building in Frankfurt. The company is showing trade show organizers—who have ignored the digital extension of their events over the past ten years—what’s possible online.
"Virtual versions of real trade show booths are a way to communicate with your customers despite cancellations and postponements of trade shows and events." For Dirk Bachmann-Kern of BachmannKern (pictured above) in Solingen, an important aspect: "Especially when it comes to presenting new products for market launch, this is a way for companies to still generate business with customers in these times."
Ledvance reacted at short notice to the postponement of the leading trade fair Light & Building 2020 in Frankfurt with a virtual trade fair presence. Studio Bachmannkern, which was commissioned with the trade show appearance, realized a virtual trade show appearance based on the concept and design of the real planned stand within only five days. Is this a scenario worth imitating for trade fair construction companies and trade fair agencies?
Beyond cancellations and travel restrictions
In order to still be able to communicate with its worldwide customers in times of event cancellations and travel restrictions and to present the new products, Ledvance decided to create a "digital twin" of the planned exhibition booth (picture above). A team of five designers and architects, together with Excit3D programmers, adapted the 3D data for the virtual and interactive version. A particular challenge was the realistic representation of the many products, which were provided with in-depth information and integrated media: Virtualfair.ledvance.com
Bachmannkern is a creative studio for communication and brand in space that has been creating brand worlds and linking architecture and communication for exhibitions, stores, showrooms and trade fairs for more than 15 years.
