Krones’ world of solutions at the drinktec
At the recently concluded drinktec in Munich, the world’s leading trade fair for the beverage industry, mac. brand spaces GmbH realized the presentation of Krones AG. Due to a corona-related postponement of the event, the project was preceded by a two-year planning and competition process, from which mac emerged as the new lead agency for Krones AG. After various trade fairs in Europe, Asia and America, the complete solution world of the supplier of systems for the beverage industry and food manufacturers has now been realized on an area of 11,000 square meters.
“We are very proud of this project, which challenged and motivated us in its size and complexity. It was a good opportunity to demonstrate our capabilities, both in terms of creation and realization as a general contractor.”
mac. brand spaces developed the entire customer journey together with Krones’ in-house creative team. Krones wanted to present itself in Munich as a company that takes its social responsibility seriously and has the right answers to the challenges facing the industry. In addition to the increasing desire for more flexible production and the reduction of unit costs, the food and beverage industry is particularly concerned with issues of sustainability and the responsible use of resources.
Charles Schmidt, Head of Cross Media Solutions: “drinktec is our most important event every four years. This is where we meet many customers and present our innovations. The trade fair sets the pace for our live marketing activities as a whole. The challenges of the past two years and the postponement of the trade fair have made the planning process particularly demanding. We were therefore pleased to have mac at our side as a strong partner who provided us with continuous creative support and whose planning and production expertise was ideally suited to one of our key objectives – a sustainable trade fair presence.”