“Business
Process Excellence” is the message of the
800 sqm
Software AG presence
at
CeBIT 2011. The
new stand position in the power rectangle of Microsoft, Telekom, and SAP
accounts for a more dynamic form language. The stand architecture opens towards
the center of the hall, forming an inviting forum with a two-storied, curved
back building and a connected product island. It holds large visitor streams,
and also conveys strong presence and effect into the hall.
The
central design element is the brand horizon which seems to levitate, moving
slowly up and down. It gives way to views of the inside, merges into the
facade, and becomes part of the building. Graphics, light effects, and 370
running meters of LED media display stage the trade fair message. Squares and
rhombs are directly derived from IT language as “symbols of process”.
Interplaying with the LED stream that passes below the graphic elements and is
fine-tuned to them, they translate the company’s core competence “process
optimization” into a spatial experience. At five “hotspots”, data streams are
visualized by lightning-fast LED arrows shooting across the horizon. The “Brand
Stream” was developed by Schmidhuber + Partner in 2008, visualizing abstract IT
solutions in the context of information architecture and data streams, and has
since been a pioneering CI element of trade show and brand communication.
The
so-called “reference walk” supports visitor orientation and forms stations with
focused highlight themes: A “showcase” displays customer references and
exhibits, the architectural town model is the press exhibit on wind power, the
“flight simulator” introduces the new concept of “cloud computing technology”.
The cloud graphic on the insides of the horizon takes up the cloud initiative
and communicates it with great effectiveness into the distance.
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