Universal Robots - Global exhibition stand with streamlined design
Consistent brand expression, local adaptation, and strategic execution
At Automatica 2022, Universal Robots’ main exhibition stand in Munich showcased a global design concept developed in close collaboration with Mindspace. The stand combined a streamlined brand expression with flexibility to respect local requirements, creating a professional, cohesive, and engaging visitor experience.
Client
Project
Automatica 2022
Size
200 m2
The Need
A stand that reflected their global brand identity while accommodating local preferences and differences across markets.
The Need
Universal Robots, a Danish-founded robotics company with offices in 23 countries, needed a global exhibition concept. The challenge was to harmonize their brand expression worldwide while also considering local market wishes and requirements.
The Solution
Mindspace facilitated a global workshop involving marketing teams from multiple regions to gather input and align objectives. Based on this, we developed a unified design concept that could be applied internationally, yet remained flexible enough to accommodate regional differences.
The concept was first implemented at Universal Robots’ main stand at Automatica 2022 in Munich. Mindspace also supports Universal Robots by executing and building multiple stands, storing them between exhibitions, and contributing to the company’s new global design guide as part of a long-term strategic collaboration.
The Result
The completed stand successfully presented a cohesive global brand identity while meeting local requirements. Visitors experienced a professional, consistent, and engaging environment, and Universal Robots gained a flexible, repeatable exhibition solution that could be scaled and adapted for future events worldwide.
“Throughout the collaboration with Mindspace, we experienced a desire to push the boundaries of what a trade fair exhibition can be. New technologies were explored and the final product was then improved. With Mindspace, we have also had a strong partner to assist us in holding a workshop with all our relevant internal stakeholders to clarify and streamline the brand expression in relation to exhibition fairs.
We recommend choosing to work with Mindspace if you want good sparring on tasks and processes – also outside the exhibition planning itself. The team at Mindspace are professional and at the same time down to earth and pleasant to work with.”
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We create holistic solutions
based on your product
We rethink the traditional exposure of brand and product, and take our customers on the entire journey from idea and brand situation to the physical exhibition stand.