Steiner Optik at the IWA.
On 212 m² we realised a generous exhibition stand for Steiner Optik at the IWA in Nuremberg, with a central service block, three meeting cabins and an interactive Rugged Center where the ruggedness of the binoculars could be experienced live.
A big appearance with room for conversations
For its major IWA appearance, Steiner Optik needed far more than product space. The brief called for enough private areas for consultation and negotiation, working stand logistics including a kitchen, and at the same time a presence that stages the product launches effectively. Everything was to come from one team, from concept to completion.
Central service block and Rugged Center
We arranged the stand around a central service block housing three separate meeting cabins and a fully equipped kitchen. The architecture picked up the existing window front of the exhibition hall, so visitors could test binoculars and riflescopes directly through the viewing windows, an eye-catcher with genuine added value.
A generous reception counter with a free-standing back wall formed the central point of contact. Digital media and hands-on product presentation let visitors experience the products both virtually and physically. A special highlight was the Rugged Center, where the ruggedness of the binoculars was demonstrated live. Oversized replicas of the newly launched products served as eye-catchers for maximum attention.
Function and brand impact on a large scale
The result is a stand that naturally combines working space and brand staging. The team had room for conversations and organisation, visitors an interactive product experience. From the first idea to the finished build, this appearance was developed and realised entirely by us.
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