Pictures courtesy of Sparks
LAS VEGAS — CES® 2025, produced by the Shopper Expertise Affiliation®, took over Las Vegas as soon as once more Jan. 7-10, bringing collectively essentially the most influential voices within the expertise world. As a present that spans greater than 2.5 million sq. toes, CES welcomes a big cohort of exhibitors — this 12 months reporting greater than 4,000 exhibitors throughout its 12 official venues. A kind of exhibitors, Siemens, partnered with Freeman’s AV crew and company, Sparks, to deliver its exhibit to life on the Las Vegas Conference Heart’s North Corridor.
Commerce Present Govt was on the bottom on the present and met with Adam Charles, Chief Progress Officer of Sparks, and Stacey Gromlich, Senior Director, Viewers Engagement and International Occasions at Siemens, to speak about what goes into bringing a imaginative and prescient as grand as Siemens to life on a present flooring the place innovation and wow-moments are the norm.
Assembly Exhibitor Targets with Exhibit Options
Siemens partnered with Freeman’s AV crew and company, Sparks, to deliver its CES® 2025 exhibit to life.
“Siemens is the leader in engineering software and manufacturing and are a European household name, and that is not the case in the United States. They [U.S. consumers] may not be recognizing Siemens because they don’t know the innovations created utilizing our products and services, which impact them personally, locally, and globally,” mentioned Gromlich. “Our goal is to create the wow and awareness in how Siemens is giving our customers the confidence to take leaps in their industries by fundamentally transforming how industry operates, the impact industry has and the products that are revolutionizing our lives. We’re creating the technologies to enable an adaptive future.”
As a way to deliver extra consciousness to Siemens within the U.S. market, Sparks helped deliver buyer tales to life together with Freeman A/V delivering seamless audio-visual options, and a journey by way of the exhibit that demonstrated how merchandise leveraging Siemens expertise are already impacting them on a private, neighborhood and world stage.
This 12 months’s exhibit additionally included a 270-degree immersive theatre that used video to present an outline of the Siemens model, its targets and a preview of the client tales featured within the exhibit. The theatre allowed exhibit guests to get a style of the model earlier than diving deeper into the case makes use of, permitting them to grasp the model with minimal effort on their half.
Associated. CES 2025 Dives In on Innovation and Progress in Las Vegas
Intentional Design and Circulation
Siemens’ exhibit included house for one-to-one conferences and extra.
This 12 months, the Siemens exhibit moved from a extra heart place to nearer to the entrance entrance of the present flooring within the North Corridor. Together with positioning themselves in a stronger location, the Siemens and Sparks crew took suggestions from final 12 months’s guests to replace the configuration of the exhibit, finally attempting to create a clearer and extra seamless path by way of the exhibit.
“If you approach [the exhibit] from the main side, it’s open and inviting to come in. You can see into that theater area, so we draw people in that way,” Charles mentioned. “But the biggest difference, I think, is that Siemens is selling their product stories from the perspective of the user, from the story that’s happening where the technology gets in. That’s very different [from other CES exhibitors]. They’re not telling any story about the widgets and technology in there, it is how it gets utilized. And people can choose how deep they want to dive into this technology and these stories with this design.”
Charles additionally mentioned that having a separate house for one-to-one conferences can be essential for the workers to fulfill with B2B guests and sectioning off the place folks verify in and may await conferences provides a extra intimate feeling in comparison with the remainder of the exhibit. The conferences space included a water station and cozy chairs, separated from the place the conferences happen.
Relying on who the exhibit customer is and what their priorities are, the Siemens workers is in a position deliver them to a particular level within the journey that applies greatest to them. For instance, if somebody is a grid engineer, they’d begin their exhibit expertise locally’s space as a result of their work is impacting on a community-level.
“Another key component to our strategy was ensuring we incorporated dimensional engagement as everyone consumes information differently. In each scenario you could engage with a tactile, visual, auditory, or personal expert (one on one) experience which really immerses you in these experiences” mentioned Gromlich.
Strolling the Stroll on Sustainability
The exhibit additionally leaned into sustainability.
From a sustainability perspective, the Siemens exhibit reused numerous current supplies and signage to chop down on their consumption — and price. By reconfiguring the exhibit, fairly than rebuilding it, they have been capable of efficiently reuse digital screens, buyer assembly house and different elements, saving $1 million on exhibiting prices from 2024, in keeping with Gromlich.
“We began with the outcomes we needed to attain with this years’ expertise after which assessed what we had and the way we might reconfigure to fulfill our targets. This protects us all time, effort, sources and most significantly spend, she mentioned.
The exhibit leaning into sustainability is on-brand for Siemens, when so lots of the buyer tales revolve across the matter of sustainability and a extra round economic system.
“For me what I love about Siemens is the way they have the courage to tell the stories that matter, and we can bring that to life. Their stories are world changing, and these businesses and products are incredible. [It aligns with Sparks’ own values because] we’re all here to make the world a better place,” Charles mentioned.
Commerce Information
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