mbco Synthesis for DACHSER: Mathematics in the Floor Plan, Disruption in the Elevation.
Logical mathematical precision and close, consistently transparent communication are the key parameters for optimum fulfillment in logistics — and both characterise the worldwide DACHSER network: as the highly efficient basis of the smooth supply chain of globally active corporations. At transport logistic 2019, DACHSER wanted to document this paradigm with a persuasive trade show presence and again tasked mbco, as had been the case in previous years, with developing a holistic concept for the presentation and its implementation as a concrete experience.
For this, the internationally active full service specialists for three-dimensional communication focused on a conflict between two seemingly opposed poles. On the one hand, they chose the hexagon as the central and distinctive theme for logical precision for the booth: Even inside the booth, on an area of 800 sq. metres, it is the determining geometrical element with great long-range effect, associating not only complete continuity and stability but also integration and security, both of which are indispensable in logistics.
On the other hand, mbco deliberately dispensed with familiar stylistic devices and created – as an emotional antipole, so to speak, a new, attention-capturing pallet furniture design: intentionally rounded to symbolise rolling and moving, curves and mobility, precisely because a round pallet does not make any sense in logistics and therefore immediately appeals to both visitors and guests. It invites spontaneous communication in the same way as the half-open design of the dialog spaces within the meeting areas
In addition, the trade show presentation was made more dynamic with an LED band of 140 running metres as well as an extremely high-resolution concave LED wall: Both high-tech media spanned the booth and served as active projection surfaces for graphics and corporate messages as well as for ongoing talks and issue-specific presentations.
Precision and emotion determined the entire project: Briefing on 6/4/2018 – trade show opening on 6/4/2019. After twelve days of building, high-end workmanship and implementation, staged with the sustainability characteristic of mbco and with individual charm thanks to a consistently friendly co-operation between customer, trade show management, staff and suppliers.