Create a space where existing and new product lines can coexist,
attract press attention and social media buzz
Insight
Harman’s product brands needed their own voices after huge success in previous years. We needed unique content if we were to succeed in creating buzz on social media, and created a theme of being a celebrated VIP. This allowed us to create an experience where content was constantly being produced – and shared – for the duration of the trade show.
Approach
Guests could see, hear, touch and feel the product benefits like never before. Each interior exhibition design reflected the brand’s target audience lifestyle: sleek, modern homes for Harman Kardon alongside fun, relaxed chill out bars for JBL. Putting the iconic Funkturm in the centre, we built an extensive double decker structure that included polished, professional meeting areas and relaxed outdoor spaces full of entertainment.
The product demo areas were laid out with the flow of visitor traffic in mind, with the 3D and graphics working together to create a series of distinct experiences that led guests through a coherent Harman brand narrative. For example, the Pulse Room used mirrored walls and 176 JBL Pulse 4 speakers to visualise sound through infinite reflection and an impressive, synced light and sound display. The most shared display at the show, we’d created a memorable experience that, quite literally, cut through the noise of other brands present.
