mac. brand spaces and Kastone agree on strategic cooperation
mac. brand spaces and Kastone have agreed on a strategic partnership to support large Chinese corporations operating internationally and their European subsidiaries. “With Kastone, we are combining our expertise to successfully translate brand and trade fair concepts for Chinese companies into the European market while ensuring high standards in design, technology, and implementation,” says Stefan Trieb, CEO of mac. Kastone is headquartered in Shenzhen, has a global service network, and is one of China’s largest live marketing agencies. The company serves numerous internationally renowned brands such as BYD, TCL, and Alibaba.
“As one of the leading companies in Chinese trade fair and event construction, we know our customers’ expectations and the dynamics of our market very well,” adds Qu Huiping, President of Kastone. “We deliberately chose mac for our move into Europe – a partner that has been setting standards there for years. Together, we combine leading expertise from China with a deep understanding of the European market.”
mac. brand spaces is one of the leading international companies in live communication in Germany and brings its many years of experience to the partnership – particularly in the conception, planning, and realization of brand and trade fair appearances in Europe. The multi-award-winning company covers the entire range of modern live communication services, from conception to implementation of all physical and digital formats, and is represented at all major German trade fair venues as well as with branches in Frankfurt, Munich, Stuttgart, Vienna, Singapore, and Shanghai.
As part of the collaboration, mac will be responsible for implementing trade fair and brand appearances for Kastone customers in Europe and will support the establishment and operation of the European sales location Ambrosius Kastone Europe. In addition, mac is setting up its own liaison office at Kastone in Shenzhen to provide early support for projects and ensure close coordination between the international teams.
“Many Chinese companies are faced with the task of positioning their brands in Europe in a way that is not only visible but also culturally compatible,” says Katja Sassi-Bucsit, Director of International Growth at mac. “Kastone and mac will develop and implement their cross-cultural projects from both perspectives – strategically, creatively, and operationally.”
The partnership is long-term and aims to offer customers integrated support from a single source: from strategic brand communication and trade fair concepts to on-site implementation. mac and Kastone see the collaboration as a platform for sustainable international live communication projects between Europe and China.