Museum of Modern Yard by myleo / dsc
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Fairs and Exhibitions
Credits
Company / Customer
Details
The ‘Museum of Modern Yard’ transforms logistics software into art. Highlights of the campaign included the booths designed as galleries at LogiMAT Stuttgart and transport logistic Munich. In collaboration with the Hamburg-based brand space experts from BBUILT, we presented our yard management solution myleo / dsc as an exhibition: Paintings such as ‘The Loading Master Above the Sea of Fog’ or ‘The Scream of Logistics’ visualised the ‘high art of yard management’. Skilled workers were stylised as heroes, processes as aesthetic encounters. With art-historical references and tongue-in-cheek humour, we made B2B software an emotional experience.
The Jury‘s Statement
In the context of technical logistics topics, leoquantum chose a trade fair presence that did not showcase functions but created meaning. "Museum of Modern Yard" translates yard management into a curated exhibition concept and makes even complex processes accessible through art historical references, humour and a distinctive visual language. The fact that stand design, moving image, print and digital extension all follow the same guiding idea gave the brand a profile at industry fairs that opened conversations with purpose and extended beyond the trade fair contact.
