Earlier this year, RED accomplished one of its largest design projects to date. Standing 10 metres tall and spanning the length of a professional football pitch, Hitachi’s stand at Bauma 2019 presented an extraordinary challenge for our creative team.
The triennial event held in Munich is the largest trade fair for construction machinery and equipment in the world. Over 620,000 people from 200 countries came to visit the 3,700 exhibitors, making 2019 the biggest show in Bauma’s 65-year history.
Our client’s chosen theme of ‘Connect with Hitachi’ had already been over 18 months in the making and it was fantastic for us all to see it come to life on such a grand scale. The striking graphic approach was consistently delivered throughout the 6,495m2 display.
What’s more, the design execution was not only implemented on the huge external building wrap and internal panels. It also flowed into such items as the machine decals, hospitality menus and personnel badges, as well as external publicity and large-scale off-stand advertising. This resulted in a truly ‘connected’ experience for the thousands of visitors who Hitachi welcomed to the stand over the seven-day event.
Our theme of ‘Connect with Hitachi’ illustrated how customers access a world of connectivity when they purchase a Hitachi machine, as well as benefit from the connective technologies incorporated in their equipment. It also highlighted the connection to people within Hitachi’s dealer network through comprehensive after-sales support.