Global Trade Show Concept

Maxon Motor AG

One brand. One idea. Experienced worldwide.

How do you develop a trade fair presence that works just as well in Hanover as it does at international trade fairs around the globe? One that accommodates a wide variety of stand sizes, markets, and target groups – and yet remains unmistakably maxon?

We were commissioned to develop a global trade fair concept for maxon that combines precisely these requirements.

The project emerged during an exciting phase in the company's history. "maxon motor" became "maxon," and the component manufacturer increasingly transformed into a provider of complete mechatronic system solutions. This evolution needed to be reflected and experienced in the physical space.

To achieve this, we developed a flexible system encompassing architecture, design, communication, content, and exhibits. A concept that can be adapted to different stand sizes and local requirements while simultaneously creating a clear, globally recognizable brand identity.

At the heart of it all are the technologies themselves. Motors aren't simply presented in display cases, but brought to life through applications, demonstrators, and surprising exhibits. From humanoid robots to robotic snakes, the exhibition showcases the true capabilities of maxon's high-precision drive systems.

The result wasn't a single exhibition stand, but a concept for numerous appearances: modular, scalable, and internationally applicable.

Because a global brand doesn't have to look the same everywhere.

But it should feel the same everywhere.