Report Magazine for Inspiring Solutions & Systems

10 LTS Licht & Leuchten GmbH 26 Nestlé 34 Faraday Future Light + Building 2016 Igeho 2015 & Interview Auto China 2016

www.syma.com No 73 | November 2016 1/2016 SYMA REPORT 2 EDITORIAL 3 Content We build inspiration

Inspiration and agility as success factors

Dear Readers

Agility is the ability of an organiza- Think about all the places around tion to react flexibly and actively, the world that act as venues for our and to adapt and to take the work. As exhibition service provider 04 06 initiative in times of change and we work for an enormous variety of uncertainty. Inspiration should be branches, and with customers whose Munich Airport AUDI TT Event infectious; it is invigorating and trends, cultures and behavior pat- Ideas take flight Sporty features stimulating and fills people with terns are to some extent divergent. admiration. Being inspired and agile To have the opportunity to partici- is what defines our competence. pate in this highly diverse environ- Around the world, it is what the ment is profoundly gratifying, but it SYMA brand stands for. As integral also means taking responsibility Werner Stucki CEO SYMA HOLDING AG provider and as partner to our cus- and engaging with the respective tomers, SYMA creates unique mo- circumstances of each individual ments for people on every continent. project, to arrive at the ideal solution.

Inspiration and agility are important SYMA is at home around the world. 10 24 success factors in times of change. We are just as much at home in With them we stand prepared, as Shanghai or Hong Kong as we are in Licht & Leuchten GmbH BKW professionals, to face an uncertain Vienna, Prague or Basel. We know Light and emotion Future of energy future and new challenges, what- how to best handle local conditions, ever they may be. At SYMA, these but also different cultures, and we two key concepts are also strongly adapt and engage ourselves. associated with new techniques, systems, products and increased To accomplish this, in more than 60 efficiency. Embedded in all this is countries SYMA has a global net- our flexibility. Our mission: To under- work and its own subsidiaries, which stand demanding customer needs in a provides an excellent platform for cooperative, creative and productive exploiting synergies and experience. way, and to transform them into A few examples can be found in this 30 37 inspiring solutions. magazine. Imprint

Huawei EBIANUM We wish you much reading Publisher Heart of an entire sector A dream come true enjoyment in the new layout. SYMA-SYSTEM AG, CH-Kirchberg, [email protected], www.syma.ch Editorial 03 Imprint 03 Concept/Text Trend & Interview 16 DACHCOM.CH AG System Products 22 Spots 36 73/2016 SYMA-REPORT 4 BERLIN 5

Munich Airport’s

ITB 2016 exhibition stand com- bines conventional elements with system Cutting-edge components to form a creative overall design lets concept. A seven-strong team from Zweiplan erected the stand. Highlighting architecture ideas take flight Blank canvas as launch pad The stand’s distinctive exterior The concept was created by façade and roof elements reference Munich’s Buero Philipp Moeller. major architectural features of The design was realized by pro- Munich Airport itself. Its modular duction firm Zweiplan, also from makeup achieves the aim of reusing Munich. Naturally, they based their stand materials. The Munich Airport work on SYMA’s high-quality modu- exhibition stand can be installed SYMA exhibition elements were lar technology. A SYMA-MOLTO 150 and reinstalled, maximizing savings specially adapted to execute this structure with a white powder coat- on materials and resources. The design. Christopher Ramsauer, ing was used to project a dynamic grid system applied throughout Managing Director of Zweiplan, ex- image. It gives the stand a certain means that the stand elements plains: "Because SYMA technology special something and acts as function as modular construction is modular, the customer can use it "launch pad" for Munich Airport’s kit. From these firm foundations the to create any required stand size, core business, as well as offering visitor’s emotional response can from 30 m² to 400 m²." The concept visitors an exciting and memorable take flight. At ITB 2016, Munich developed here will be used for all experience. Airport’s 225 m² presence was one of Munich Airport’s trade fair appear- the genuine architectural highlights. ances between 2016 and 2020. 73/2016 SYMA-REPORT 6 BEIJING 7

AUDI TT LAUNCH EVENT Sporty models built by Audi caused Uncompromising execution a sensation in China as elsewhere, For Audi, the driving experience is with the car maker’s TT segment the thing. To demonstrate this, an in- Asia captivated under the gaze of countless inter- genious racetrack was constructed ested onlookers during three days within the exhibition, 300 metres in in Beijing. The presentation by the length and describing a full 360-de- FAW-Volkswagen joint venture com- gree circle. The 2015 Audi TT models by Audi’s promised nothing to offer a mesme- were driven around the circuit, circ- rising and all-embracing showcase ling exhibition visitors at speeds of of Audi TT models in an event space up to 60 km/h. This placed a lot of of around 5000 m2. The benefits of- strain on the resin surface of the fered by SYMA’s event and stand light-gray track created specifically sporty features construction expertise shone for the event. Here SYMA-Asia through, mirroring the elegance, collaborated with a German Audi dynamism and visual appeal of the engineer to provide an excellent occasion. solution.

Video, graphics, light show and moving vehicles provided a thrilling and exclusive experience.

The track surface was constructed based on rigorous friction calculations, tailored to the out- standing functionality of the all-wheel drive system. 73/2016 SYMA-REPORT 8 BEIJING 9

SYMA excelled with high- quality materials, unsurpassed

workmanship and loving A spectacular offering from Audi: expansive spaces, dynamic lighting, attention to detail. futuristic sculptures.

Audi has been active in Chi- na since 1988 and has led the country’s premium seg- ment since then. AUDI AG is represented in China by a joint venture and a subsidi- ary. Audi China was founded in Beijing in 2009 as a whol- ly-owned subsidiary of AUDI AG. The company employs a workforce of around 600 and coordinates the business partnership between AUDI AG, the FAW Group and the FAW-Volkswagen joint venture.

The Audi stand embodies the perfect combination of power and beauty. Swirling galaxies The Audi launch experience was enhanced by a display of swirling Power and beauty beauty. The white reception area galaxies. Working with professional The interior architecture was a was generously imbued with the partners, SYMA was actively in- statement of modern design, en- visual elegance of art; every detail volved in creating the reception tirely in concert with the latest Audi exuded dynamism. Meanwhile, area and the lettering elements TT models. Perceptibly inspired on the external walls, mirror-like and – in the installation of the Audi by Audi’s motor-racing heritage, stainless steel provided fascinating pillar – a work of art created by a the overall ambience was a perfect light reflections – and an atmos- professional sculptor. combination of power and phere straight from science fiction. 73/2016 SYMA-REPORT 10 FRANKFURT 11

Light & Building 2016 A call for light and emotion

For its trade fair presence occupying LTS - Licht & Leuchten GmbH, based an area of over 800 m², SYMA suc- in Tettnang Germany and member of cessfully met all the diverse lighting the Swedish Fagerhult Group since requirements of LTS. The finshed 2010. As the world's leading trade product was based on the attractive fair for lighting and building services and stylish concept of LTS architect technology, Light + Building offered Birgit Tränkle and was designed the ideal stage to present the com- specifically to highlight the impact pany in the best possible light. We at of the company's luminaires. SYMA were proud to be able to pro- vide the basis for the LTS presence Using light in all its diversity at the show with a sophisticated For more than 30 years this has exhibition stand. been the clear focus of activities at 73/2016 SYMA-REPORT 12 FRANKFURT 13

The aim of the presence at Light + Building was to allow users to experience how perfectly their requirements are met by all LTS and Fagerhult products.

How satisfied are you with the Andrea Bergerhoff final result? Managing Director We are very satisfied and believe that LTS Licht & Leuchten GmbH in Tettnang we have managed to present lighting applications in a practical way, so we enabled visitors to experience their effects. We also achieved our aim of What can lighting achieve? presenting the "packaging" of our Without light, life as we know it today luminaire design as a complete could not exist. You could say, without system in terms of impact and light light, life in all its facets would be im- output. possible. Many animals and plants cannot live without light. Light shapes What can you tell us about the our everyday lives and influences our collaboration with SYMA? LTS captivates emotions, our performance and our This is not the first trade fair presence organism. That's also why we try to that we have created in collaboration the audience with "package" light in our luminaires as with SYMA. Our relationship has true-to-life as possible. developed continuously since the first its lighting. time we worked together. We now What was the purpose behind your know each other better, particularly presence at Light + Building 2016? in terms of the processes in the com- To showcase the experience of man- pany. The execution and quality of made lighting, the lights obviously the stands have met our expectations. Captivating the audience Compelling visual presence need to be switched on. The problem Because of the joint stand design with What were the aims of the presence? and quality is that all the exhibitors at the trade Fagerhult and the update of the entire Firstly, to use light to captivate the Based on a structure selected by fair have their own various types of concept, this edition of Light & Building audience. Secondly, to celebrate SYMA, the final result at Light + lighting switched on. In such an en- was very challenging. Ultimately, it aesthetically pleasing and outstand- Building was visually compelling. vironment the challenge is to create was a great success, and one could ingly functional lighting solutions. By using conventional components areas in which people can experience say that the SYMA colleague who kept And thirdly, to highlight LTS's po- a visually attractive, extremely high- the visible effects of lighting, and to us company put the finishing touch tential and its basic philosophy of quality and eye-catching presence arouse people's interest in this ex- on it by ensuring everything ran continuous development. was created at optimum cost. perience. smoothly through till the final day. 73/2016 SYMA-REPORT 14 WARSAW 15

The Legia Warsaw Museum offers a vibrant and engaging showcase of the club’s history.

The museum owes its outstanding modular concept to the SYMA-CUBIC multi-story system.

The foundation of Legia Warsaw system selected by Messential, dates back to 1916, when the sol- SYMA’s local partner in Poland. The diers of Józef Piłsudski’s Polish museum offers a virtual tour, mul- Legions came up with the idea of timedia presentations and regular establishing a football team. The exhibitions of artefacts. Legia Warsaw Museum showcases over one hundred years of history. World footballing history Legia Warsaw is an integral part of Modular functionality Polish and global footballing histo- Museum Legia Warsaw 2016 The museum has an excellent loca- ry. Lucjan Brychczy and Kazimierz tion right next to the main entrance Deyna are just two of the legendary of the Legia Warsaw football stadi- players whose careers are docu- um, which seats over 30 000 spec- mented in the museum along with tators. One section of the building other stories of triumph and passion. Legends, has a two-story modular design, This famous and long-established enabling it to be adapted quickly football club is also home to other and easily to different layout re- sports such as tennis, wrestling, quirements. Thanks to a lift and boxing, fencing, weightlifting and triumphs and a ramp, both the lower and upper ice hockey. The project was partly story are accessible to disabled financed by EU funds. Legia Warsaw persons. The outstanding features boasts the most impressive museum of the concept are made possible of any sports club in Poland. passion by the SYMA-CUBIC multi-story 73/2016 SYMA-REPORT 16 BASEL 17

Only when looked at from a particular viewpoint does a postcard with a paperclip become visible.

Swissbau 2016 #ANAMORPH16: Postcard as interior

installation Basel Bisig, ©Tom Photographs: When visitors stood in the right place, they were optically "attached" Christof Hindermann to the postcard by the paperclip. Designer, interior architect, Managing Director

How do you design space so as to High expectations Emotional content Where did you get the idea the Association of Swiss Interior It also encourages healthy self- create an experience? At this year’s SYMA implemented this fascinating The illusionistic spatial design for this postcard? Architects, we had the exhibition criticism and distance from our own Swissbau, Bureau Hindermann GmbH project, and found high expectations generated and communicated real We didn’t want to attach the paperclip space available to try it out. This pro- work. Designers in particular often presented their striking answer. Visi- attached. The concept and design emotional content. It was very much to just any old piece of paper. We use ject also offered a test bed where we take themselves more seriously than tors could optically "attach" them- for the installation were by Bureau in line with other remarkable projects postcards every day to document could experiment with new types of the thing they’ve been asked to deve- selves to a giant postcard using an Hindermann, who worked closely which Bureau Hindermann has rea- projects and in our business corre- collaboration with various partners. lop. With humor and subtle jokes we oversized paperclip, capture the with Metallwerk Zürich (for the lized since 2000. This refined interior spondence, so we used one here to If we hadn’t done so, the whole exer- can break down barriers, broaden moment in a photo or video, and metalwork) and iGuzzini (for the was constructed from panels ar- stand for values such as analog cise would have been impossible. horizons and bring people together. then share the result on Instagram lighting). ranged in a particular perspective, communication, sending messages Our installation at Swissbau genera- or Facebook using the hashtag and metal fragments hung from and sharing emotions. Other important ted enthusiasm and illustrated in a What form did your collaboration #ANAMORPH16. the ceiling. aspects were postcard motifs and small area what we mean by commu- with SYMA take? what goes on the other side of the nicating using space. Unfortunately it We were initially sceptical because card. was not completely self-explanatory, this was a very small project and we so another time we’d make sure that weren’t using any standard SYMA How do you think your presence at even such a small exhibition area elements. But right from the start Swissbau went? was staffed. SYMA was really committed. We were What was important to us was to completely satisfied, both with the Bureau Hindermann’s make an exciting spatial concept like What can you achieve with irony? planning and the implementation. So anamorphosis a reality, and to test it The ironic approach can add fun, although we started small, we'd like solutions are fun, possess a certain experimentally. The "Raumwelten" and a desire for a new way of seeing. to try bigger things in future. We look platform seemed ideal for that, and It won’t make the world a better place, forward to working with SYMA again. irony and focus on people. since we won the competition run by but perhaps more worth living in. 73/2016 SYMA-REPORT 18 RIO DE JANEIRO 19

Hidden behind the walls of the lounge is a sauna room. Olympic Games Rio 2016 A place to call

A large proportion of the materials home during that were used originated locally. the games

It is the place from which German athletes emerged, full of ex- pectation, to participate in the competitions. It is the place they returned to – triumphant or disappointed – with every nu- ance of emotion. It is a place that saw celebration and anguish. The idea behind the German House Here, athletes reconnected with themselves. The German House in the Barra Blue Beach Club, on the seaside, is situated in the project was inspired by the Barra de Tijuca nature reserve, surrounded by beaches, lagoons and a park. natural spirit of Brazil's coastline.

A wealth of Brazilian flair for German athletes.

The entire conversion was realized Athletes' beach house or straw mats; new flooring was laid the German house, all matching the and installed by SYMA's local partner. The club was converted into a beach and a pleasant atmosphere esta- basic design concept. Accordingly, house, providing the athletes with blished with warm lighting. A billiard some logos were even painted by The German House was a home with Brazilian flair and a room was converted into a setting hand on untreated wood. The Adidas organized by Messe Düs- relaxed atmosphere. To accomplish for press conferences; additional Lounge was decorated with Rio de seldorf and Deutsche Sport this, natural wood and materials rooms for offices and a kitchen were Janeiro graffiti. Marketing GmbH. The archi- typical for the region were used for set up on the covered terrace with tecture and concept origi- paneling and furniture, and fresh the help of temporary wall construc- Popular spot by the lagoon nated from schulteconcept colors were chosen. tions in typical beach style. The One of the most popular spots was in Düsseldorf. SYMA-Expo challenge involved in all these the outdoor pool area, opposite the GmbH in Rosenheim was The beach house concept was the changes to the existing building was lagoon. SYMA's partner, AAG, built commissioned for the common thread running through all that after the Olympic and Paralym- two platforms and a bridge over project. The project was three levels of the building. On the pic Games, the club had to be re- parts of the pool, to enlarge the use- completed successfully in terrace, small huts were built with turned to its original condition. able space. The platforms were cov- collaboration with the local classic, traditional constructions ered using environmentally-friendly SYMA source. and thatched palm roofs, for bars Presence for sponsors panels made of coconut fiber and and buffets. Existing rooms, such Notable sponsors such as Adidas, recycled plastic. This was by far the as changing rooms and saunas, Ferrero, Sparkasse, Lufthansa, most popular location in the house were converted into lounges; walls Zurich, Kornspitz and others were to enjoy lunch, to relax or to enjoy were covered with wooden paneling provided with presentation space in the view and the games. 73/2016 SYMA-REPORT 20 BERLIN 21

SWISSRAIL takes the lead with rail- duct presentations and business roads, trams, trolley buses and cable meetings with trade visitors. Until cars. In Switzerland, SWISSRAIL is now, exhibition space has tended to synonymous with the recognized be in short supply. This was solved InnoTrans 2016 high-quality and extremely popular in a striking way with a three-story public transportation system. booth. The two lower stories pro- At InnoTrans 2016 in Berlin, the vided space for exhibits; the third SWISSRAIL Industry Association story housed restaurant services, Attaining new attained new heights. InnoTrans is lounge and gastronomy. But the the world's largest transportation attractive range on exhibit from the trade fair for transport technology, SWISSRAIL Industry Association infrastructure and rolling stock. and the comprehensive network it heights with owns were the height of excellence, The perfect setting too. All could be found in the perfect Attaining new heights refers to the setting of the functional and creative three stories of the booth which booth realized by Standbau HUG AG. provided generous space for pro- Standbau HUG AG

Pros love SYMA-CUBIC for its quick setup time, high flexibility and simple aesthetics.

Modular SYMA competence as base With the SYMA-CUBIC system, the Standbau HUG AG, a family- SWISSRAIL booth was set up on a operated company in Näfels, dynamic and modular base, perfect was founded in 1990. Since for multi-story projects. In the reali- then, under the motto of zation of the project, SYMA provided "Create together", the com- helpful input for the planning and pany has devoted itself to support during setup. With two ad- booth construction on the ditional stories, the original booth international stage. With its area of 568 m2 was expanded to a 20 employees, Standbau HUG total of 1470 m2, and the basic skel- AG plans, designs, and builds eton was set up within two days. trade fair booths and exhibi- After that, the installation team took tion elements, and looks after care of the interior constructions. all the logistics. 73/2016 SYMA-REPORT 22 HEADQUARTERS 23

One system, Reto Bosshart Head Development SYMA-SYSTEM AG two applications In its development department, SYMA years ago. So for the modular outdoor has a flexible project group at its pavilion, it made sense to come up disposal – the SYMA innovation team with a completely new design. – which consists of employees from the development, internal and external How did development of the services and engineering departments, new solution proceed? and from various subsidiaries. One The innovation team took up the issue concept that the SYMA innovation and – based on specific market in- Efficient combination potential team brought to market-readiness is formation– a requirement profile was SYMA-DOMO. Reto Bosshart, Head of drawn up. After that, the development within a single system group, but Development at SYMA, was involved team worked out the technical issues in the project. to arrive at a solution based on SYMA- also together with others. CUBIC. Innovation team members What prompted SYMA to develop discussed and analyzed the progress SYMA-DOMO? of development at regular intervals. People in the market are looking for outdoor pavilions that can be set up Does the product meet quickly and have modular expansion your expectations? capabilities, but are also flexible Yes, absolutely. More importantly, enough to be adapted to individual however, it meets all the needs of the needs. It may be that such a pavilion market and, as such, the expectations has already existed at SYMA for years of our customers. Because ultimately, now, but only based on our old pavi- a product's success is measured by lion system, which we replaced with its sales and the satisfaction of cus- SYMA-CUBIC already a good three tomers.

SYMA proves itself to be a provider of variable SYMA stands for inspiration. But construction. Critical factors here With such a combination of features, solutions to challenges in the most also for agility, speed and an intel- are materials and time. The end re- SYMA-DOMO is predestined as diverse areas of use possible, offering plenty of room for creativity. ligence in its own right. These are sult is a system that is completely outdoor pavilion, so it is especial- success factors that are valued unique. The setup time for SYMA- ly suitable for all kinds of outdoor Design + Realization Standbau HUG AG worldwide. An example of this can CUBIC is up to 60% faster than events, such as outdoor exhibitions, be seen in how SYMA-CUBIC and comparable products. open-air festivals, sports events, SYMA-DOMO complement one product presentations, road shows Reto Bosshart another so remarkably well and how A multi-story solution becomes and much, much more. As head of development he they produce such an effective an outdoor appliance is responsible for the deve- solution. The outcome once again The fact that SYMA-CUBIC is so ex- The surprisingly simple lopment of new and the demonstrates how SYMA produces tremely fast inspired us to complete- DOMO concept refinement of existing sys- innovative solutions for exhibitions, ly rethink and redesign the existing For the underlying structure of the tems. With more than 20 events and architecture. SYMA-DOMO outdoor solution. In outdoor solution, SYMA-CUBIC was years' SYMA experience, he its new form, what is so impressive used. Add to that a waterproof shell is an important ingredient in Up to 60% faster about SYMA-DOMO are the critical (wall and roof) and – presto – SYMA- the SYMA innovation team. SYMA-CUBIC was developed to advantages its immensely-faster set- DOMO satisfies all the demands an meet current demands calling for up time provides, and the attractive outdoor temporary construction fewer resources in multi-story appearance of its filigree design. could expect. 73/2016 SYMA-REPORT 24 GSTAAD 25

The new temporary BKW structures, designed and realized by Frey & Frey AG.

Dominic Hefti COO, Managing Partner Frey & Frey AG

Beach Volleyball World Tour Gstaad 2015 Dynamic areas of use codes. Clean, reduced shapes do- The areas of use for the new tem- minate the exterior and interior. porary presence are sponsoring, The overall concept enables sca- BKW presents the hospitality, trade fairs, consumer ling to the available stand area and shows and corporate events. The the straightforward use of different structures are characterized by a materials. Thanks to an outer shell modular, multifunctional design made from weatherproof materials, suitable for indoor or outdoor envi- the temporary structures can be future of energy ronments. The development of the used outdoors over several days concept focused on brand basics, without problem at any time of the positioning aspects and sensory year, particularly in winter. As 3D aficionados Frey & Frey AG, Unique brand experience and Bern, create their communication environment concepts with edges and corners The new three-dimensional BKW and offer profiled solutions. In a presence helps to achieve the project for BKW, their ideas were company's communication objec- skillfully combined with the wishes, tives. A unique brand experience requirements and dreams of the and environment ensures face-to- customer. Frey & Frey AG won out face communication, interaction, against six competitors in a call recognition and continuity in all live for bids and was commissioned communication activities. The flex- with the planning, production and ible SYMA-DOMO basic aluminum realization of BKW's exhibition and structure makes possible a wide event presence. The SYMA-DOMO variety of functions, sizes and ap- system was chosen as the ideal plications. The low weight enables product for this project. efficient logistics, ensuring on-time erection and dismantling. 73/2016 SYMA-REPORT 26 BASEL 27

"Nestlé brands came together under a strong umbrella"

The excellent presentation impressively underlined the quality and value of the products.

Igeho 2015 Good food Experience the Nestlé stand in our "making of" video at www.syma.ch or on and good living YouTube via the SYMAtv channel.

Urs Blatter Head of Trade Fairs Nestlé Rorschach

Mr Blatter, what were the objectives we are very satisfied with Igeho 2015. What clinched the decision to opt for "What moves you, moves us too." presentation. Visitors could quickly for your presence at Igeho 2015? The stand concept received a great SYMA and what do you feel about the Nestlé brands such as Cailler This is the claim associated with and easily grasp and remember Our objectives were to show visitors deal of praise, as did the outstanding collaboration? and Thomy are part of the Nestlé, the world's largest manu- everything that counts and is in de- to the stand our products, our brands, culinary delicacies selected from our The decision to use SYMA was based national culinary heritage of facturer of foodstuffs, and it was mand in traditional catering areas, our concept and our solutions and, of many new products. on a call for bids in which six compa- Switzerland. Nescafé, Maggi clearly on display from 21-25 Nov- and particularly the take-away course, to gain new customers. We nies took part. As is normally the case and Nespresso are familiar ember 2015 in Basel at Igeho, the segment. The stand concept was also wanted to actively communicate What was the greatest in Switzerland, everything was done names throughout the world. international trade fair for hotels, based on an open, transparent the nine social commitments of Nestlé challenge for you? extremely democratically. The fact catering and out-of-home con- and consistent graphic design. Switzerland in order to strengthen Internally, the greatest challenge lay that the stand concept matched the sumption. SYMA's expertise helped Nestlé placed particular empha- trust in the brand. And, of course, in the combination and interaction of brief so well was the deciding factor, ensure that the 606 m2 Nestlé exhi- sis on communication of its "trust to create an attractive and functional three field service teams (Nestlé Fris- but the materials and the price played bition area offered a really powerful values". Interesting facts about exhibition stand with superb tasting co-Findus, Nestlé Waters and Nestlé a role, too. As at the two previous experience. processes and projects that serve sessions. Professional) at a joint exhibition stand. Igeho fairs (2013/2011), I was able to the general public and the environ- Externally, it was in ensuring smooth rely on the outstanding services of Trust values in focus ment were displayed on three large Are you satisfied with the results? and rapid implementation despite high SYMA. The interplay of colors, shapes and graphics panels and on various Based on the large amount of positive visitor numbers and numerous tasting light contributed to a successful screens across the entire stand. feedback and our analysis of the data, events. 73/2016 SYMA-REPORT 28 BOCHUM 29

Channel Trends + Visions 2016 Microsoft in a New York loft

The Bochum Jahrhunderthalle showed to best advantage the construction possibilities of the SYMA-MOLTO.

What an atmosphere! You can Hot off the press Emphasis on style almost smell the living, pulsing Microsoft certainly took the trade The deliberate use of the film-clad city streets; you’d think you were fair’s slogan "Express" to heart. SYMA system "gave the spaces among towering skyscrapers. Opti- Once visitors had had their pho- a loft style", explained Hendrik mism and innovation are in the air. to taken in front of the trade fair Mehlich, Head of Planning at The Bochum Jahrhunderthalle – stand, everything then proceeded Schendel & Pawlaczyk. Inside the a former industrial building – at a rapid pace. Computers and stand, Microsoft presented its was the perfect backdrop for an printers connected via the cloud new products in headline-grabbing impressive Microsoft presence at printed the photo straight onto the style inside its own editorial suite. Channel Trends + Visions 2016. The front page of an individually produ- Everyone involved was pleased stand design by Münster-based ced "Microsoft Times". At a typical with the high number and quality builders Schendel & Pawlaczyk in- local newspaper stand, visitors of visitors to the stand. The cluded outward-facing "red-brick" could then pick up a copy of their 10 000 m2 exhibition space wel- walls for a classic New York own personalized Microsoft Times comed over 150 manufacturers architectural feel. alongside the EXPRESS newspaper and service providers from the and various other local papers. ICT sector. 73/2016 SYMA-REPORT 30 HONG KONG 31

SYMA ensured a clear and direct focus on premium quality.

Cutting-edge communications technology was showcased in an area of over 4 000 m2.

In addition to its smartphone seg- thus demonstrating how such a partners throughout the industry. ment, Chinese company Huawei is supplier can benefit from having an With this in mind, a variety of styles HUAWEI MBB FORUM 2015 extremely keen to promote its net- expert local partner. Inside the forum and elements were used. All in all, work equipment business. Huawei the overall look was so stunning it the concept comprised a collection provided impressive proof of this was almost impossible to resist. of different insights, visualizations, and much more at the MBB Forum Defined by dynamic shapes and automotive elements, drones, ro- 2015. The company’s slogan, "Road brilliant colors, the entire design bots and other forms of technology. The beating to MBB 2020", was a clear and self- concept was geared to technology, Barrisol light boxes were employed confident statement of the firm’s collaboration and open innovation. to divide the space into various intentions for the future. The forum functional areas. The "Road to MBB also gave SYMA an opportunity to Crossover platform 2020" slogan was a common theme heart of an really show off its credentials. The MBB Forum was not aimed across the entire forum, serving exclusively at operators and man- to inspire not only potential high- A stunning presentation ufacturers. Rather, the platform tech buyers but also an enormous SYMA-Asia provided an exclusive was specifically designed to appeal number of interested visitors. entire sector transportation service for exhibits, to Huawei’s crossover business 73/2016 SYMA-REPORT 32 ST. PETERSBURG 33

VTB Group’s self-assured presentation was geared throughout to the future.

International Economic Forum (SPIEF) 2016 Showing the SPIEF attracts in excess way forward: of 10 000 visitors from Into the future! Russia and abroad.

Russia’s biggest economic event possible to attract high numbers of Global aura INTERFORM, SYMA’s Russian part- visitors, journalists and partners, The VTB Group showcase at the St. tion. The concept required that the VTB Group is the second- ner, was heavily involved in this dif- not to mention representatives of Petersburg International Economic main triangular sculpture, an eye- largest Russian financial ficult and challenging project and companies and governments, to Forum (SPIEF) was boldly futuristic. catching symbol of key importance, organization. The Russian lived up to its credentials. their exhibition space. The stand Tailor-made elements produced by had to be located on the second state owns a 60% stake in The primary focus of SPIEF is on presented by VTB Group performed the SYMA local partner served as level. The gleaming stand was the company, which is a economic and business matters. superbly in this environment. the basis for the presentation. complemented by powerful com- global provider of financial Not only is the exhibition the lar- puter servers with LED screens, services, comprising more gest economic event of the year in Phenomenally eye-catching an interactive bar, more than 100 than 20 banks and financial Russia; it is also a highly compet- The futuristic VTB stand, occupying irregularly-shaped pyramids, plus companies in all key areas of itive occasion. Exhibitors vie to an area of 250 square metres, was walls and elements packed with vi- international capital markets. outdo each other with their stand acclaimed as outstanding attrac- sual images. designs, employing every means 73/2016 SYMA-REPORT 34 BEIJING 35

Auto China 2016 Faraday Future We are bringing the future forward

The Faraday stand focused on future technologies, green initiatives, mystery, modern tastes and an ambience of futurist art.

The Faraday stand focused on the power of future technologies. China is working on a new electric car in collaboration with Aston Martin. The plan is for Faraday to supply the electric motors.

Many of the visitors to the Auto Futurist and full of contrasts mph (just under 100 km/h) in less concept sports car, with the focus China 2016 were members of the The stand concept was futurist and than three seconds. The maximum on dependability, ease of produc- business elite and a significant full of contrasts. Black and white speed is over 320 km/h. tion and maximum energy density. proportion of these were also ad- dominated. Vertically reflected Power is generated more efficient- vocates of new energies. The highly slats formed a symbolic boundary A new generation of drive energy ly, and the device has a low space elegant Faraday stand captivated to a secret world, behind which the The new FF Echelon Inverter was requirement. The stand communi- the attention of both this clientele potential of powerful new energies on display in one of the glass show- cated these attributes boldly and as well as the huge numbers of in- was demonstrated in the form of cases. This inverter was developed appealingly. terested visitors. At the heart of the the FF Zero 1. This car is powered and built from scratch without stand was the FF Zero 1 concept by four electric motors with an the use of prefabricated parts. A Realization: SYMA-Beijing electric vehicle, a super sports car output of around 1000 hp, capable surprisingly small device, it was with all-wheel drive. of accelerating the vehicle to 60 tailored entirely to the FF Zero 1 73/2016 SYMA-REPORT 36 SPOTS 37

Award of merit: SYMA-Austria

The Republic of Austria's leading and generally recognized role Weichselbaum of the management award of merit for SYMA nationally in the respective branch of board of SYMA-SYSTEM GmbH, the economy. On hand to receive this accompanied by the chief accountant, A great honor that makes us proud; an very prestigious national award were Manuela Wiesinger. honor that we are extremely delighted Günther Schindler and Günter about. SYMA-SYSTEM GmbH is now an official bearer of the Austrian national coat of arms. The honor of company distinguished by the state was bestowed on SYMA for services and merits in the exhibition industry.

In the form of the national coat of arms of the Republic of Austria, the award was presented by the Federal Ministry of Science, Research and Economy in October 2015. It honors Austrian companies that distinguish themselves through their extraordina- ry services and merits related to the Austrian economy and which play a

"Made in Austria" forum: Excavator museum & events: SYMA-Austria EBIANUM FISIBACH

SYMA as co-host of the presented itself along with Novomatic director of SYMA-Austria) took part in A dream come true excellent networking platform AG and Phoenix Contact as co-host the lively panel discussion. The cen- periencing and discovering. During the of the event, which also served as ex- tral question at issue was, how can The Eberhard brothers are genuine Swiss Location Awards 2016 the The topic dominating the evening of the cellent networking platform and high domestic global players become an pioneers, not only of the past, but of EBIANUM was chosen as sixth-best Novomatic Forum in Vienna: "Made profile presentation opportunity. engine for the entire Austrian econo- today and tomorrow, too. On the 60th event hall in Switzerland. in Austria". Here, as certified leading Günter Weichselbaum (authorized my? Günter Weichselbaum made refe- anniversary of the company the EBIA- Austrian company, SYMA-Austria representative & deputy managing rence to his book "Exhibitions: Models NUM was established, which shows off Glass and chipboard as basic of comparable awarding criteria for one of the Eberhard brothers' favorite elements of the experience practical application" (Messen: praxi- interests: construction machinery, To bring the world of excavators and staugliche Modelle für vergleichbare trucks and cranes. With the world's lar- trucks to life, a suitable setting is re- Vergabekriterien, Akademikerverlag). gest exhibition of models in this indus- quired. SYMA's display cabinets turned Co-panelists under the moderation of try, the EBIANUM is impressive to see. out to be the ideal solution for this – LBA managing director Monica Rinters- generously dimensioned and made to bacher included the co-founder and Site of the exhibition: Fisibach measure. The construction made of current managing director of Runtastic The attraction is a hall with an area of aluminum profiles is based on SYMA- GmbH, Florian Gschwandtner, the 3300 m2. A space of 600 m2 is set aside SYSTEM Series 30, with a colorless an- managing director of Wolf Plastics, for workshops, offices and accom- odized finish. 8-millimeter-thick glass Georg Hirsch, and the managing modations for maintaining old-timers. shelves set on adjustable shelving bars director of Phoenix Contact GmbH, The museum and exhibition space is and floors made of white chipboard Thomas Lutzky. On top of this, SYMA- spread out over an area of 1800 m2. guarantee that the exhibits are presen- Austria was responsible for providing A foyer with event hall above it is slated ted perfectly. 13 watt LED ceiling spots an appropriate setting, creating a for the remaining 900 m2. The museum currently provide the right light, along modern stage design for the event that is divided into five sections: Remem- with 19 watt LED tubes affixed to the found wide appeal. bering, understanding, informing, ex- glass shelves. 73/2016 SYMA-REPORT 38 SPOTS 39

Chemspec 2016: ESIM Chemicals ChinaMed 2016:

Making sure the SIEMENS chemistry is right

394 exhibitors. 6 388 participants from all over the world. 3 799 trade visitors, around 30 % more than in the previ- ous year. With its strong presence at the fair, the outstanding success of Chemspec Europe 2016 in Basel also benefited ESIM Chemicals.

Based in the Austrian city of Linz, ESIM Chemicals is a growing com- pany with a workforce of around 400 Top Asian trade fair for medical employees. The extremely visitor- was divided up by glass and bam- striking impression at the fair. The instruments and equipment friendly 60 m2 ESIM Chemicals stand boo elements, had the feel of a communication surfaces were fashion- was realized by SYMA-SYSTEM GMBH living room. The modern design of ably stylish with LED backlighting and Located right in the heart of Beijing is the Siemens effective showcasing of Siemens' corporate values from Wolkersdorf/Austria. At the cen- the meeting room with coordinated 3D fonts. In this lively atmosphere, Business Center. SMC (Siemens Management Con- and its commitment to social responsibility. With its ter was a reception area with bar and media technology proved extreme- ESIM Chemicals presented a portfolio sulting) customers come from a variety of sectors, open concept, the 500 m2 stand was very popular with standing table for conversations. The ly successful. The enclosed cube of fine chemical products for future- including industrial automation, renewable energy and visitors. A high, suspended lattice structure and other stylish semi-open lounge area, which with printed canopies made a oriented industries. medical technology. As SMC Beijing covers all consul- stylish elements formed a visually attractive frame- ting areas, the importance that Siemens attached to work for the Siemens presence. Increasing numbers its presence at the 27th ChinaMed 2016 in Beijing was of outstanding exhibitors are realizing the value of Bookfairs 2015: clearly evident. ChinaMed. Like Siemens, they are leveraging their presence to target the medical instrument industry, REINO UNIDO Based on the core information in the call for tenders, research institutes, hospital buyers and managers and SYMA-Asia developed a stand concept that was re- government representatives. Siemens used this stage It's all about the book ceived positively by Siemens. The professional stand to present sophisticated products and high-end construction service and the realization of the pre- technologies in a stylish and congenial manner. The Guadalajara International Book sence were key factors in ensuring the impressive and Fair is the most important publishing gathering in Latin America. It is also an amazing cultural festival. The guest of honor at the 2015 edition was the United Kingdom ("Reino Unido" in Chinaplas 2016: Spanish). The SYMA partner in Mexico, Chinese buyers, industry experts and an interested general Grupo Omega, ensured an effective Italian pavilion public. The particular challenge for SYMA was to meet Italian presence at the fair thanks to its com- requirements. As partner, Interexpo s.r.l. knows the Italian mitted and diverse team of experts. Italianita in focus style and helped ensure Italian standards and quality.

With 44 participating countries, the Italy's presence at Chinaplas 2016 in Shanghai was a light event is aimed at both professionals and brightly colored affair. The use of white and orange gave and the general public. It is the second- the high-quality stand design a highly individual character. largest book event in the world after The lively structure was based on Cubix frames, melamine- the Frankfurt Book Fair. For nine days, coated wood and galvanized U-profiles, with the front panels people willingly stand in long lines to of transparent PVC forming points of light. listen to their favorite authors as the heart of the book industry beats in The Italian pavilion was an hommage to the land of design. Guadalajara. In addition to the wealth of It highlighted an eye-catching, practical, economical and eye-catching books on show, the pavi- reusable design philosophy. The exhibits tangibly underlined Designer: Carmody Groarke lion, too, generated animated discus- the distinctive features of Italian style and showcased Italian Client: British Council sion and its architecture delighted visi- plastics technology and machinery in a friendly and pro- tors with an array of different textures. fessional atmosphere. The product offer here was aimed at SYMA-SYSTEM AG Panoramastrasse 19 CH-9533 Kirchberg, SG P +41 71 932 32 32 [email protected] www.syma.ch