Deutsche Messe Design & Branding INTERNATIONAL OPENING EVENT FOR THE HANOVER TRADE FAIR 2011 by Insgluck Gesellschaft Fur Markeninszenierung

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INTERNATIONAL OPENING EVENT FOR THE HANOVER TRADE FAIR 2011

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Germany
Agency Insgluck Gesellschaft Fur Markeninszenierung
Released April 2011

Credits & Description

Category: Offline Digital Design
Advertiser: DEUTSCHE MESSE
Product/Service: HANNOVER MESSE
Agency: INSGLüCK GESELLSCHAFT FüR MARKENINSZENIERUNG
Technical Direction: Schafstall/Ralf (Production Office)
Set Design: Karim El-Ishmawi/Martin Jacobs (Kinzo Jacobs El-Ishmawi Middleton)
Set Built Up: Mietzke/Michael (Ipoint Messe- Und Eventbau)
Audio: Krane/Markus (Krane/Rabe)
Lightdesign: Schletter/Henning
Video Production: Stefan Ihmig/John Tettenborn/Daniel Aigner/Stefan Haberkorn/Gerson Reschke (Braumüller | Selle)
Artists: (Cosmic Artists)
Media placement: Opening Film - Opening Event Hannover Trade Fair - 3. April 2011

Describe the brief from the client
With 13 flagship trade fairs and a number of innovations, the HANNOVER MESSE is in full force in 2011. The special Metropolitan Solutions exhibition, which showcases innovations from major cities and urban infrastructure, is on display this year for the first time. Current topics related to the trade fair and the exhibiting industry are to be presented at the opening ceremony. The innovative quality of the fair is to be emphasised.

Describe the challenges and key objectives
The creative team wants the opening ceremony to introduce a constant stream of new ideas, and they want the event to present industry-specific issues and up-to-date, expert knowledge in impressive ways—just as the HANNOVER MESSE itself does.
This year’s event will employ a convincing combination of live artists and innovative presentation technology to depict the innovations and ideas of tomorrow: 3D Mapping.
A 3D mapping projection is difficult to test in advance. Especially because the set for the trade fair opening will not be constructed until just a few days before the event

Describe how you arrived at the final design
The creative team’s goal is to make the exhibiting industries as well as the trade fair’s new focus, Metropolitan Solutions, visible in the opening. Thus the stage is tiered three-dimensionally, which gives it an industrial, urban feel while also creating space for innovative 3D mapping. The media production brings guests on a journey through wind farms and production lines, along rivers of liquid steel and glowing city skylines, past imposing water turbines and loud stamping presses. The soundtrack underscores the urban and industrial imagery by combining specific material and machine sounds with well-known acoustic elements and playful interpretations.

Give some indication of how successful the outcome was in the market
According to a media-response analysis, 3 topics received an especially large amount of attention: energy, France as a cooperating partner, and the opening ceremony. The event thus provided a successful start to the coverage of the trade fair.
Guest feedback was entirely positive, says M. Rose from DMAG: “I do not think any of our previous opening ceremonies received such invariably positive feedback. The agency hit the bull’s eye once again with this production. A spectacular start to the trade fair . . .”
DMAG is using an abridged version of the film documentation of the opening for marketing purposes.