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Scalable trade fair concept for Fränkische Rohrwerke

Leading trade fair as a starting point

ISINGERMERZ developed a comprehensive stand concept for Fränkische Rohrwerke at Light+Building – the central industry platform for intelligent building technology. During the trade fair, in close consultation with the client, the idea arose to adapt the successful appearance for a series of regional trade fairs – taking into account the different target groups and significantly smaller areas.

  • Holistic stand concept for the leading trade fair Light+Building
  • Flexible adaptation of the exhibition stand for regional trade fairs
  • Target group-oriented design on smaller stand areas

Adaptation for a new specialist audience

Unlike the leading trade fair, regional trade fairs are aimed more at specialist installers, who expect practical information. In order to cater to this target group, key content and elements of the L+B stand were adapted, particularly with regard to hands-on product presentation, orientation and communication.

The original concept already envisaged a modular design – an advantage that paid off when it came to scaling. Product walls, for example, were reduced in size from 4 x 4 m to 3 x 2.7 m, but graphics and installations could still be reused largely on a 1:1 basis. This ensured that the look and feel of the Fränkische brand was retained – regardless of the event format.

At Light+Building, key elements were identified in collaboration with Fränkische's marketing department that could be reused in subsequent formats. The concept was adapted through agile collaboration, involving numerous hand-drawn sketches and short coordination loops. The result: a seamlessly expandable concept that can be flexibly transferred to various trade fair formats.

For example, a modular product shelf on the theme of ‘environmental pipes’ received particular attention. It was used several times at regional trade fairs – most recently prominently featured at eltefa 2025 in Stuttgart, where it became a central communication point thanks to a ceiling graphic and a small lawn area.

Sustainability meets efficiency

The well-thought-out concept not only enabled a high degree of reusability, but also efficient logistics and lower costs. Product boards and construction elements travelled from Light+Building to GET Nord in Hamburg and belektro in Berlin to eltefa in Stuttgart – with central storage at ISINGERMERZ and coordinated transport processes.

Result: A brand presence with recognition

The modular structure, strategic consulting and consistent implementation resulted in a trade fair presence with a clear brand identity – recognisable, cost-efficient and precisely tailored to the respective target group.

Customer feedback on social media:
‘Our trade fair stand was a complete success! Thank you very much for the great cooperation.’

Are you looking for a concept for leading trade fairs and specialist exhibitions?

With ISINGERMERZ, you gain a partner who considers modularity, brand management, targeting specialist audiences and warehouse logistics right from the start.

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