Transformation eines nüchternen B2B Ausstellungsraums für professionelle Kaffeemaschinen zu einem Showroom mit Community- und Experience-Gedanken
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Fairs and Exhibitions
Details
See, taste, feel and discover something new: With its showroom in the heart of Frankfurt, WMF under the roof of SEB Professional Beverage has created an immersive experience for professional coffee and beverage preparation. The 160 m² space goes beyond a classic showroom, serving as a community space for dialogue, knowledge sharing and joint solutions. WMF, Schaerer, Curtis, La San Marco and Zummo are showcased in authentic settings that allow for direct comparison and real interaction. By hosting workshops, panel discussions, trainings and events, SEB Professional positions itself as both a host and driving force in the industry.
The Jury‘s Statement
In the B2B environment, pure product presentation is no longer enough. WMF therefore transforms the Frankfurt showroom from a sober exhibition space into a brand venue for exchange, comparison and application. Several brands are brought together on an equal footing within a clear architecture and made accessible through real usage scenarios. The open spatial design supports consultation, testing and event formats alike. This creates a form of brand communication in which closeness is not merely claimed, but organised through direct encounters, knowledge transfer and participation.
