Schmitz Cargobull: Delivering Performance at IAA

For Schmitz Cargobull, we developed and realized a holistic exhibit and communication concept at IAA Transportation 2024 in Hannover, spanning an impressive 2,107 m² of exhibition space.

Together with the agency Effecticor and under the guiding idea “Delivering Performance,” we created a trade show presence that consistently combined brand message, product presentation, and spatial staging.

The architectural centerpiece was a central communication hub with a circular LED installation, beneath which various theme and service stations were arranged. Pulsating LED lines and graphic network structures visualized the interconnection of all theme areas and made the overarching communication concept tangible in space.

A special highlight was the large-format LED wall wrapping around the corner, whose three-dimensional animations seemed to dissolve the boundaries between real space and digital staging.

In addition to the presentation of six trailers, the exhibit concept integrated a generous catering area with more than 200 seats and an upper floor with separate meeting rooms.

The result was a trade show presence in which architecture, communication, and technology merged into a seamless brand experience world – from strategic conception to construction.