The trade fair appearance focused on a sophisticated customer journey that centred on the world premiere of the ‘KÖGEL COOL LIGHTSHELL’ cooling trailer. A spectacular unveiling event made the lightweight trailer appear to float above the ground, attracting the attention of the press and guests. A steaming dry ice snack brought the topic of cooling to life and provided a special visitor attraction that also attracted attention on social media. Digital product information systems offered interactive insights into the product world of Kögel and Humbaur. The stand concept also placed great emphasis on sustainability, for example through the use of reusable materials and the use of the cradle-to-cradle floor material Rewind Dilour.