STRIKING FORWARD WITH LIUGOING AT BAUMA
Client: LiuGong | Event: bauma 2025 | Location: Munich, Germany
The Client's Brief
Create an impressive appearance for LIUGONG under the principle „Striking Forward“ that incorporates spaces indoors an outdoors.
Our Services
- Strategy and consulting
- Design and concept
- Project management and execution
Our Concept
- The concept revolved around a striking pathway, purposefully designed to draw visitors into the stand with an almost magnetic allure, while providing clear orientation and guiding them seamlessly through the area
- Along this path, the outdoor demo area and LED stage stood prominently, capturing interest and excitement as they led guests deeper into the experience
- As a grand finale, the pathway develops into a monumental slash that acts as a true landmark, symbolizing the brand, progress and forward momentum
- The design element reflects a vision of modernity and innovation, capturing timeless elegance while projecting a future-oriented mindset
- Inside the building, guests experienced a clean technical look combined with an inviting atmosphere, with a two-level atrium with a slash light sculpture as well as several product stages and cozy seating areas
Design
- Our design embodied the essence of "Striking Forward" by using bold and dynamic shapes, seizing attention and creating a powerful first impression
- The “Slash” as main design element directly drew from Liugong's visual identity
- It represented consistent growth, the ascent to new heights, and the continuous increase of success and prosperity
- This symbolic expression of dynamism and progress perfectly reflected Liugong’s values: resilience, innovation, and a clear forward-thinking vision