AMECKO Invites You to Dance
In cooperation with the event agency Movendi, the Oberhausen-based exhibition stand builder realized a stand for Unitymedia KabelBW that made a real statement at ANGA COM in Cologne at the beginning of June. With a sensational emotionalization concept and extraordinary architecture, the trade show appearance turned the brand and product world of the leading cable network operator into a special experience for trade visitors. The absolute highlight was an interactive dance floor showcasing the innovative media and entertainment platform Horizon. In addition to the successful product presentation, many other design elements added impressive accents.
The 110-square-meter island stand caught the eye of the trade show audience from afar. Suspended from the ceiling, the so-called “Blütenflug” (Flower Flight) attracted curious glances—serving as both an inviting gesture and an eye-catcher with a long-range impact for the imposing, over five-meter-high appearance. The ceiling installation was modeled after the logo animation of Unitymedia KabelBW. “The brand in space was the inspiration for a stand architecture in the customer’s corporate look and feel. The master logo and the corporate basics of the Horizon product campaign were incorporated as interactive elements,” reports AMECKO Managing Director Klaus Zittrich. “We made the complex subject of integrated triple-play services tangible and specifically lowered the barrier to digital technology for visitors.”
Access is quickly found via the interactive Horizon dance floor. With discreetly installed infrared cameras, the floor reacts immediately to the movements of stand visitors and translates them into artistically staged LED light swirls that eventually settle. “To create different moods for the champagne reception, live presentations, and daily trade show routine, we programmed three alternative scenarios from the brand worlds of Unitymedia KabelBW and Horizon,” adds Project Manager Dieter Happel. But that’s not all: professional dancers repeatedly showcased the LED dance floor as they whirled across the surface in extravagant outfits, captivating the audience.
As a correlating highlight to the dance floor, the “flower flight” derived from the client’s logo hovers high above, visible from afar under the ceiling. Fiberglass rods covered in stretch fabric are used for the installation; these exhibit a particular flexibility and are forced into the desired shape by the fabric. The tailoring was realized so delicately that no seams are visible. The print of the depicted petals was implemented with exact color gradients and in line with the brand, matching the high standards of the 3D presentation. The AMECKO team also chose an understated, discreet suspension system to simulate the impression of floating freely. Accented lighting enhances the liveliness and lightness of the eye-catchers.
The proactive visitor engagement of the joint concept by AMECKO and Movendi is also evident in the unusually long counter, which curves in a semi-circle across the stand. It is very inviting to trade visitors and creates a dialogue-oriented communication area. A generously equipped and shielded meeting room is available in the rear area for undisturbed conversations. “It goes without saying that Unitymedia KabelBW clearly stands out from the competition with this appearance,” summarizes Klaus Zittrich. “And we have provided a truly exciting framework for the customer’s perfectly timed live presentations and high-speed tests, which remains memorable and thus contributes to the brand and the innovative Horizon product.”
Headquartered in Cologne, Unitymedia KabelBW is the largest cable network operator in Germany by revenue and one of the leading providers of media and communication services via broadband cable (so-called triple-play services consisting of digital cable TV, broadband internet, and telephony) in North Rhine-Westphalia, Hesse, and Baden-Württemberg. The subsidiary of Liberty Global reaches a total of 12.6 million households.
With 450 exhibitors from 36 countries and more than 17,000 trade visitors, ANGA COM has firmly established itself as the leading European platform for broadband and content providers. The annual trade fair for broadband, cable, and satellite, organized by the Association of German Cable Operators (ANGA), took place in Cologne from June 4 to 6, 2013.