mac. brand spaces brings technology to life
mac. brand spaces, one of the leading specialists in live communication, demonstrated at K in Düsseldorf, the world’s leading trade fair for the plastics and rubber industry, how the development of a consistent storyline from brand presentation to immersive product communication can work from a single source. mac developed digital and interactive exhibits for several exhibitors that made complex technologies and products understandable in an innovative way. “Our goal was not only to showcase innovation, but to bring it to life,” says Stefan Trieb, CEO of mac. brand spaces. “Especially at a trade fair like K, it is crucial to convey technical content in an emotional way – and to effectively combine design, technology, and communication to achieve this.”
From conception and design to technical planning, production, and assembly, all processes were conceived holistically and implemented in close consultation with customers and technology partners. The result: interactive, visually striking exhibits that actively engage visitors and are designed for durability and reusability—for showrooms, trade fairs, and hybrid formats alike.
A particular focus was placed on the skilful combination of modern manufacturing technologies such as 3D printing and interactive digital control. For KraussMaffei Technologies, mac developed an interactive recycling exhibit that visitors could control using 3D-printed markers. Special shift screen technology enabled the complex presentation of plant engineering systems in an accessible form. At SIMONA AG, product worlds were brought to life through the combination of two monitors and 3D-printed elements. Another highlight was the interactive exhibit on innovative internal beadless welding for cable protection pipes, where visitors could experience the process for themselves by turning a railing. Reifenhäuser presented the latest developments in cast sheet coating and blown film systems using a detailed, 3D-printed model. With the help of a shift screen application and intuitive tablet control, as well as targeted lighting, the technical highlights were clearly explained and located directly on the model.
mac sees itself as a one-stop shop for digital brand and product presentations. “Our customers benefit from receiving concept development, design, and technical implementation from a single source, without additional interfaces or coordination work between different partners. This saves customers a lot of effort, given the diverse organizational tasks involved in a major trade fair such as K,” explains Alexander Ody, Director of Business Development at mac. “With the further development of our mac. digital brand spaces business unit in recent years, we are laying the foundation for linking interactive exhibits, virtual content, and physical experience spaces even more closely with each other, thereby offering forward-looking communication solutions.”
Close collaboration with clients and technical specialists has resulted in exhibits that combine engineering expertise, creativity, and precision craftsmanship, impressively underscoring the innovative strength of the exhibitors. “Our exhibit work bridges the gap between high-tech and emotion and shows how forward-looking communication can be in an industrial environment,” says Trieb. “That is mac’s claim: to make complex content intuitive and inspiring to experience.
With the projects at K, mac is strengthening its position as a holistic partner for brand and product presentations and showing how effective live communication can set new standards even in the technically demanding B2B environment.