MUTABOR is a German brand and spatial design company known for its “Brand Intelligence®” philosophy. Its interdisciplinary approach brings strategy, narrative and spatial experience together. At major international exhibitions, its stands serve as platforms for products and as settings where brands and audiences connect.
▲Mutabor brand introduction ©Mutabor
This article selects four of the most representative cases to analyze the spatial strategies and narrative logic behind them.
1. Vodafone -2018 CEBIT Trade Fair booth “GIGA SQUARE”
Project Overview
At CEBIT 2018, Vodafone teamed up with MUTABOR to create a new “GIGA SQUARE” concept exhibition area with a total area of 6500 square meters. This is a rebranding of the Vodafone brand at an international exhibition, with the core concept of “openness, flexibility, and accessibility”, comprehensively showcasing the diverse scenarios of 5G, IoT, and future digital life.
▲Video Overview ©Mutabor
The exhibition area consists of two major exhibition halls, GIGA WORK (B2B) and GIGA LIFE (B2C), as well as a large outdoor area containing three GIGA Gates and a 5G surreal cube, jointly constructing a red Vodafone city square.
Design Highlights
1. Open layout
Breaking the traditional model of closed “halls” in exhibition halls, adopting large-scale glass curtain walls and open spaces, allowing natural light to freely enter, echoing the brand spirit of “transparency and openness”.
2. Two-Zone Strategy: GIGA WORK
Focusing on enterprise and government clients, showcasing Industry 4.0, smart cities, and IoT solutions. GIGA LIFE: Focusing on consumer experience, including smart homes, 5G applications, future entertainment, and digital life scenarios.
3. Immersive Experience Design
Over 80 exhibits and interactive exhibitions covering practical operations, technology demonstrations, and tutorial experiences. 5G surreal cube. At the core installation of the exhibition area, visitors can experience the future interaction brought by high-speed and low latency networks in real time. As a diversion node, GIGA Gate guides viewers into different themed scenes and enhances their sense of exploration.
4. Symbolized brand expression
At the entrance of GIGA WORK, viewers need to pass through the giant Vodafone Speechmark (brand symbol) to enter, emphasizing the brand spirit of “within reach”.
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