非常感谢 Mutabor 对 WeHow 第一批内容的支持！
Thanks to Mutabor for sharing with WeHow!
MUTABOR 作为德国最具代表性的品牌与空间设计公司之一，以“Brand Intelligence®”理念著称，通过跨学科设计语言，把战略、叙事与空间体验融合为一个完整体系。在国际大型展会上，他们为全球领先品牌打造的展台，往往不仅是产品展示的舞台，更是“品牌愿景与观众共振的剧场”。
MUTABOR, as one of the most representative brand and space design companies in Germany, specializes in “Brand Intelligence” ®” Known for its philosophy, it integrates strategy, narrative, and spatial experience into a complete system through interdisciplinary design language. At major international exhibitions, the booths they create for leading global brands are often not only stages for product display, but also theaters for resonance between brand vision and audiences.
▲Mutabor品牌介绍 / Mutabor brand introduction ©Mutabor
本文精选四个最具代表性的案例，解析其背后的空间策略与叙事逻辑。
This article selects four of the most representative cases to analyze the spatial strategies and narrative logic behind them.
1. Vodafone沃达丰 ——2018CEBIT贸易展览会展台“GIGA SQUARE”
1. Vodafone -2018 CEBIT Trade Fair booth “GIGA SQUARE”
项目概况 / Project Overview
在2018年CEBIT上，Vodafone 携手 MUTABOR 打造了全新的 “GIGA SQUARE” 概念展区，总面积高达 6500 平方米。这是 Vodafone 品牌在国际展会上的一次形象重塑，以“开放、灵活、触手可及”为核心理念，全面展示 5G、物联网及未来数字生活的多样场景。
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.
▲视频概览 / Video Overview ©Mutabor
展区由 GIGA WORK（B2B）、GIGA LIFE（B2C）两大展馆，以及包含 三个 GIGA Gate 与 5G 超现实立方体的大型户外区域组成，共同构建出一座红色的 Vodafone 城市广场。
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.
设计亮点 / Design Highlights
1.开放式布局 / Open layout
打破传统展馆封闭“殿堂”的模式，采用大面积玻璃幕墙与开放空间，让自然光自由进入，呼应“透明、开放”的品牌精神。
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.双馆分区策略GIGA WORK / Dual library zoning strategy GIGA WORK
专注企业与政务客户，展示工业4.0、智慧城市、物联网解决方案。GIGA LIFE：聚焦消费者体验，包括智慧家庭、5G 应用、未来娱乐与数字生活场景。
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.沉浸式体验设计 / Immersive Experience Design
超过80个展品与互动展览，涵盖实践操作、科技演示、教程体验。5G 超现实立方体。在展区核心装置，观众可实时感受高速低延迟网络带来的未来交互。“GIGA Gate”作为分流节点，引导观众进入不同主题场景，增强探索感。
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.符号化品牌表达 / Symbolized brand expression
在 GIGA WORK 入口处，观众需穿过巨型Vodafone Speechmark（品牌符号）才能进入，强调“触手可及”的品牌精神。
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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