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FROM A BIRD’S EYE VIEW: BRAND EXPERIENCE FOR ZOOMLION AT THE BAUMA MUNICH 2016

Under the slogan “Experience our Green Vision”, the ET Global Exhibit Group establishes an impressive brand presence at bauma for the construction machinery manufacturer ZOOMLION. The focus is on natural materials as well as classic construction products. The highlight of the 4,290 square metre trade fair concept is an accessible walkway at a height of six metres, making it possible to experience the ZOOMLION product world from an unusual perspective.

The brand staging is based on the ZOOMLION image campaign with the message “Green Vision. Built for sustainable, better lives”. Therefore, Expotechnik has designed a trade fair concept for the Chinese construction machinery manufacturers which expresses the company’s sustainable orientation. “Experience our Green Vision” is the slogan developed by the design team for ZOOMLION’s appearance at bauma. The stand mainly uses natural materials such as wood, gravel and bamboo plants, as well as concrete – a classic building material. This creates a pleasant, natural atmosphere that allows visitors to experience ZOOMLION’s core message directly.

The centrepiece of the exhibit is a six metre high walkway that allows the ZOOMLION product portfolio to be seen from a bird’s eye perspective. The viewing platform attracts visitors to the stand and also functions as a link between the interior and exterior spaces. The double-storey indoor structure serves as a meeting area and an individual exhibition space. An important CI feature of ZOOMLION, the 66.5 degree angle, has also been prominently incorporated into the design by Expotechnik. It is used everywhere in interplay with the visual appearance, for example in the directions and in the interior space.

bauma, the world’s leading trade fair for construction machinery, building material machinery and mining machinery, construction vehicles and construction equipment, will take place from 11 to 17 April 2016 at the Munich Trade Fair Centre.