Hitachi Construction Machinery @ Intermat
Meet the Stars’ was Hitachi Construction Machinery’s promise to visitors at Intermat in 2015. At this International Exhibition for Equipment and Techniques for the Construction and Materials Industries, the company’s trademark orange machines stole the show.
Bold orange-and-black setting
Designed by Gielissen Interiors & Exhibitions the vast 2590 m2 stand immediately caught visitors’ attentions with its bold orange-and-black setting that perfectly encapsulated the identity of the brand.
The main aim was to put the spotlight entirely on the machines. To achieve this, the designers developed a concept that focused the stand inwards to separate the presentation from the bustle of the hall. In this way the machines could be showcased in their own branded world against a calm background without external distractions. A four-metre-high black banner wrapped the top half of the front of the stand, leaving the base open to give visitors a glimpse of the interior.
Walk of fame
Two openings at each end invited the visitors of Intermat onto the stand where they were guided along the ‘Walk of Fame’. Lined by the impressive machines this diagonal black carpet path meandered through the space, marked with orange stars. Spotlights shone theatrically on each machine to showcase it in the best light.
Behind the back wall was an enclosed zone that incorporated meeting and service spaces. Besides the machines, the other highlight was the orange information desk at the centre of the stand with a 3D cinema behind that transported fairgoers into Hitachi’s construction world. Topping off the showbiz theme were popcorn dispensers placed at the entrances that got visitors of Intermat into the swing of the theme.