Breaking New Ground
How do you present over 1,300 products without losing the overview? How do you make this diversity of lighting innovations individually tangible? How do visitors navigate over 1,000 sqm? How does the brand communicate its vision and leadership? LEDVANCE shows the way.
The Brand Journey
Under the motto Breaking New Ground, the architecture deliberately breaks up the classic trade fair experience. It becomes the guiding companion for visitors: “We take guests on their own brand journey,” says Dirk Bachmann-Kern.
From Entrance to Plaza
Even from afar, the striking Brand Gate invites visitors to start their journey. The open architecture leads guests to the next level, where their individual exploration begins. From above, the dimensions and diversity of the LEDVANCE world become clear. The path itself is the experience, leading via a gallery to the diverse application areas and to the central Plaza on the ground floor – a place for conversations, exchange, and hospitality.
Experiential Framework & Interaction
Large cubes create the experiential framework for product presentations, connect upper and lower floors, and provide the perfect setting for every innovation. Step by step, visitors discover the diversity of products and applications.
Open Exploration
At the Plaza, the opened cubes are revealed in full and invite guests to explore the ground floor. The openness gives visitors freedom to discover, experience, and interact individually. Whether following the brand film, exploring a favorite innovation, or simply enjoying the view – each guest finds their personal way to engage with the brand.
