Customized exhibition stand at A+A for Dräger

Area

356 qm

Trade fair

A+A Düsseldorf

Customer

Dräger Safety AG & Co. KGaA

Industry

Industrie + Fire Department

For A+A Düsseldorf, one of the world's leading trade fairs for occupational safety and security, Dräger worked with us to create a striking two-story exhibition stand.

The aim of the trade fair presentation was to position the brand message “Safely at your side” in the market in a sustainable manner and to bring Dräger to life as a solution provider for smart monitoring and intelligent device management. In particular, the customer application CSE (Confined Space Entry) was to be presented in a realistic application context.

To this end, an open stand concept was developed that welcomed visitors as soon as they entered the exhibition hall, offering clear orientation and a high-quality visitor experience.

The trade fair project

An industrial scenario based on a tank farm was staged at the center of the trade fair stand, forming the thematic framework for the applications on display. A life-size replica of an industrial silo, the central element of the scenography, served as a highly visible eye-catcher.

The various product and solution areas from Dräger were arranged around this central industrial scenario in a logical application context. The aim was not to present products in isolation, but to enable visitors to experience them in their real-life application within a confined space scenario.

The result was an exhibition stand that not only showcased products, but also clearly communicated concrete solutions within an industrial application environment.

Eye-catching features and special highlights of the exhibition stand

The Dräger exhibition stand impressed visitors with a variety of design and interactive elements that visually and functionally supported the industrial scenario on display:

Central industrial scenario with a life-size silo replica as a spatial reference point for the CSE application
LED video wall, flush-mounted in the outer reveal of the silo, for displaying digital monitoring and management solutions
Interactive touch steles, allowing visitors to engage directly with the applications on display
Corporate mini-game, introducing visitors to the topics of device management and safety in a playful way
Two-story construction with industrial-style cladding made of trapezoidal sheet metal
Photo floor and transparent ghost OLED monitors for innovative presentation of products in their application context

The combination of these elements supported the open design of the booth and enabled intuitive visitor guidance through the various solution areas.

Ghost-OLED-Monitore

Challenges at the exhibition stand

One of the biggest challenges was the statics of the two-story exhibition stand and the structural implementation of the industrial silo, particularly due to the external, flush-mounted LED video wall integrated into the silo structure.

Through close coordination between design, technology, and structural engineering, as well as precise and forward-looking planning, all technical requirements were implemented safely, reliably, and in accordance with standards. The result was a stable construction that, despite its size and complexity, appeared light, modern, and high-quality.

All of the customer's wishes were fully realized.

Staging, lighting & atmosphere

The staging of the exhibition stand was based on the industrial application scenario presented and created a modern, inviting, and functional atmosphere.

A continuous truss system ensured professional and comprehensive illumination of the entire stand area. Warm white lighting in the covered lounge area created a pleasant atmosphere, while LED rails specifically highlighted the individual solution areas.

Inside the central silo, the metal surfaces were accentuated by coordinated lighting, further enhancing the industrial feel of the scenario. Products and applications were presented in their respective contexts using backlit walls and custom-made furniture.

Personal thoughts on the project

I particularly enjoyed the entire planning phase with the customer. From the outset, the collaboration was very open, straightforward, and pleasant. Dräger was always available, extremely detail-oriented, and always open to our ideas and solutions. This shared passion for detail carried through to the final implementation of the exhibition stand. The customer's openness to new technologies and innovative concepts is particularly noteworthy. The collaboration was not only professional, but almost friendly—a project that was enjoyable at every stage.

Many thanks to the WWM team for their consistently constructive and close cooperation. We have succeeded in creating an attractive and, in many places, interactive exhibition stand that leaves a lasting impression on visitors and customers—a platform for emotions, encounters, and person-to-person exchange.

Jochen Koch

Event Marketing Manager

Dräger is a leading global provider of medical and safety technology that has been developing innovative products to protect and save lives since 1889. Founded in Lübeck, Germany, the company is represented in over 190 countries and generated sales of €3.4 billion in 2023. With more than 16,000 employees, Dräger sets global standards in medical and safety technology.