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For Miele, we realized an exhibition stand at the Zorg & Facility fair in the Jaarbeurs Utrecht. The stand was all about innovation and product introduction, with the central moment being the launch of Miele PowerWash within Miele Professional.
The challenge was to make this technology tangible for a target group of facility managers and decision-makers within healthcare. At the same time, the booth had to match the atmosphere of previous trade shows, with clever reuse of existing elements.
Miele PowerWash is all about efficiency: faster washing, less water and energy consumption, and maximum cleaning. To make this innovation really stand out, we chose a powerful visual activation.
A blow-up of the washing machine was the centerpiece of the booth, combined with a watergraphic effect in which words such as Miele and PowerWash came to life. This not only explained the technology but also made it experienceable for visitors.
For this stand, a conscious decision was made to use existing elements as much as possible. This not only ensured efficient realization, but also contributed to a sustainable approach.
The look remained in line with Miele’s previous trade show appearances, maintaining recognizability and consistency. The result was a booth that was both visually strong and functional, and perfectly matched the target audience on the show floor.
