The brand campus: GIGA SQUARE
Vodafone, trade fair stand CEBIT, 2018
Everything’s changing. CEBIT has changed. A new concept has emerged, and it debuts in the summer. The VODAFONE brand has changed, too. And they are taking the stage with a new image and plans to do many things differently in the future. These two fundamental changes led MUTABOR to a third idea, based on the question: How can you adapt the essence of a trade fair to the zeitgeist? Answer: By changing the format and thinking outside the box. More Expo than Trade Fair. More individual experience instead of a mass of visitor noise. More freedom for spontaneity and exploration.
Vodafone is setting new standards in its new brand CI. The key visual ‘speech mark’ becomes the frame for all content and determines the visual center. And MUTABOR is setting a new standard with the new campus concept – the GIGA SQUARE. But first, we welcome in the June sun. Under the fantastic expo wood roof, together with the large outdoor area and the two open and glazed halls, a red campus area of over 6000 sqm flushed with light has been created. Each gate is staged with the speech mark and each area will be given its own name: GIGA SQUARE, GIGA WORK and GIGA LIFE. Together they bring all facets of the brand to life. GIGA SQUARE presents the most innovative showcases in the form of a digital construction site symbolizing an eternal work in progress. GIGA WORK focuses on B2B and the needs of a constantly changing market. Then there is GIGA LIFE: Here consumers experience relevant topics in laid-back mode, literally – under the square clothed with lush green flora in the middle of the hall.
»The Future is exciting. Ready?« is the brand’s key message. In over 70 showcases across the entire exhibition area, you can experience the broad scope of technology and innovation. It helps you and your business make working life easier, from a simple screen application to a multi-user experience in the 15x15x10m VR cube. The visitor arrives directly at the center of the business exhibition in the WORK Pavilion via a multimedia, infinite-red glass cube. In the LIFE pavilion, this cube appears as nearly twin cubes – same but slightly different. Here the cube in the center is not media-red but adorned with greenery, which is rather untypical to trade fairs that lack peace and tranquility.
Vodafone doubled its hall size in 2018. From one pavilion in 2017, there are two individual pavilions in 2018. MUTABOR succeeded in creating a uniform brand atmosphere with the mechanics of the two-part exhibition stand: Same but different.
The starting point for the GIGA SQUARE is a giant entrance portal of the brand campus: The digital construction site is spatially enclosed by scaffoldings and loaded with a multitude of experiences, cooperation and showcases.
This is the place for B2B. Visitors enter the pavilion through the red portal on the second level. Here they get an overview of the multitude of showcases that will facilitate the digital transformation of working life.
A place to slow down in the hectic fair world – with a cube adorned with authentic greenery as an oasis. Here the focus is clearly on B2C. The green entrance portal turns the interior outwards.
The heart of GIGA WORK is a walk-in, infinitely red media installation that functions similarly to the heart literally and metaphorically, directing the flow of visitors and inspiring them with messages.
Under the expo roof, a variety of showcases were embodied by the content and visual concept of the digital construction site: as a structural sign of the brand’s agile work-in-progress.
Concept creation, motion design, graphic design, experience design, project control, documentation, Concept and design planning (HOAI LP 1-3), execution planning (HOAI LP 5), creative lead at site supervision