Grimme
Agritechnica | Hannover
Short Brief
Agritechnica is the world's largest agricultural technology trade fair and for Grimme, a leading manufacturer of agricultural machinery, it is an opportunity every three years to present visions and reality to the market and stakeholders authentically and with a strong connection to the company headquarters in Damme, Lower Saxony.
It embodies many of the characteristics that characterize life in the village and thus provides the perfect stage for staging the company's attachment to its home region: People know each other, there is a great deal of trust between them, it is a platform for exchange, and people enjoy celebrations. These characteristics inspired mac to design the exhibition stand as a village community - the so-called Grimmedorf.
Our Solution
A sense of home and village life inspired the creative minds at mac. to design the exhibition stand as a village. The result was the Grimmedorf. The various themed zones and exhibition areas were given the names and characteristics of a village ensemble. The tallest structure at the heart of the 2,000m² exhibition stand was the town hall, which served as a central point of contact and information center for all visitors. The hospitality area was developed as a village tavern.
The story of Grimmedorf was told to visitors visually with the help of an augmented reality application. The application was a pair of binoculars that accurately augmented a playful, 360-degree sketch of Grimmedorf on a display with the real buildings on the stand.
The resulting structure was designed in such a way that most of the components could be reused for future events. This and the fact that no large-scale floor construction was required made the concept a particularly sustainable project.
