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Report
Magazine for Inspiring Solutions & Systems
04 Primetals Technologies 16 HUBER + SUHNER AG 30 Alibaba Cloud
Centerpiece Steel City A successful partnership Digital power plants
www.syma.com
No 76 | October 2019
76/2019 SYMA REPORT 2 EDITORIAL 3
Content We build
inspiration
Shaping the future
Dear Reader,
With the theme «Connecting Minds, SYMA is constantly evolving – with
10 14
Creating the Future», the first-ever agility and innovation.
World Expo in the Arab world will After 34 years in the service of
take place from 20 October 2020 to SYMA, it was time to think about
Achema 2019 SPRINGER 10 April 2021. A total of 25 million my own succession – and to transfer
The flagship of Optima Permanent showroom visitors are expected, 30 % from thoughts into action. I therefore de-
the United Arab Emirates (UAE) and veloped a phased plan at the end of
70 % from across the globe. As of 2018 in coordination with the Board
now, 190 countries have already of Directors of SYMA HOLDING AG,
Werner Stucki
agreed to participate in the Expo. which was initiated in September
SYMA HOLDING AG
SYMA has been working on this me- 2019 with the arrival of my succes-
ga-event for 3 years. We have equip- sor Andrea Hürlimann as CEO of the
ped DXB Live, the service provider SYMA Group.
for the Dubai World Trade Center, Personally, I will continue to re-
18 20
with an array of system technology present the interests of the SYMA
and are supporting it on a variety Group as a consultant and respon-
of projects with additional services. sible for special projects. This in-
Fensterbau Frontale 2018 Literature in Mexico DXB Live has systematically built up cludes the effective familiarisation
Revolution with perspective International book fair its knowledge and experience in the of my successor with the complex
application of SYMA technology and tasks of our international business
is using it to erect a large number of in order to ensure a smooth han-
temporary buildings at Expo 2020. dover to the next generation and
I am already looking forward to the maintenance of knowledge and
EuroShop in Düsseldorf in February relationships. I wish and hope that
2020. This industry forum reflects you will place the same trust in my
the entire value creation chain and successor as I have received from
offers a unique live platform in Eu- you in many different ways.
Legal / Credits
26 32
rope for direct communication with
customers, partners and colleagues I hope to see you soon
from all continents. Furthermore, in Düsseldorf!
ASK Chemicals Audi Global it was at EuroShop that the initial Publisher
Foundry expertise with a passion Brand Summit 2018 spark was ignited for SYMA's suc- SYMA-SYSTEM AG, CH-Kirchberg,
cessful and long-standing collabo- syma@syma.ch, www.syma.ch
Editorial 03 ration with DXB Live. The leading
Legal / Credits 03 trade fair in our industry has Concept/Text
Interview 08 changed enormously, just as DACHCOM.CH AG
Headquarters 16
System Products 38
76/2019 SYMA REPORT 4 DÜSSELDORF 5
Metec 2019
Steel City –
a powerful
audience
magnet
Primetals Technologies
develops visions for the steel
industry of tomorrow.
The steel industry's innovation leader Focus theme 1: continuously develops innovations Focus theme 4:
relies on our solutions. SYMA-Austria Digital plants for environmentally friendly produc- Strategic business development
developed a completely new design Primetals Technologies has created tion solutions that are perfectly ad- Primetals Technologies can look
for Primetals Technologies at METEC tools to take today's steelworks to apted to local market requirements back on decades of experience
2019 in Düsseldorf. At the heart of the the next level. In the intelligent plant and national regulations. in business development, plant
concept is the Steel City – an interact- of the future, all equipment will be construction and conversion, and
ive model of a futuristic, automated digitally orchestrated to improve the Focus theme 3: the evaluation of new opportunities.
steelworks, designed by our partner production process, save costs, op- Plant productivity The company passes this expe-
company Responsive Spaces and timise resources and maximise the It is a great advantage for steel man- rience on to its customers.
executed by SYMA. Four terminals quality of the end product. ufacturing companies to know ex-
with individual focus themes offered actly what is going on in their plant.
visitors the opportunity to immerse Focus theme 2: Primetals Technologies offers plant
themselves in the world of steel pro- Sustainably produced steel owners advanced software solutions
duction and experience the innovative In order to achieve sustainable that enable the maximisation of all
© Photos: Philip Kistner
power of Primetals Technologies. growth, it is essential to use energy facets of plant productivity. The restaurant is
the perfect place
Business strategies were transformed and raw materials as sparingly as for inspiration and
into lively visual experiences. possible. Primetals Technologies networking.
76/2019 SYMA-REPORT 6 DÜSSELDORF 7
The exhibition stand is organised into 4 focus
themes that are combined and can be experienced
interactively at Steel City in the centre.
Groundbreaking innovations
Primetals is an established authority in the steel
industry, leading the way in the automation of
entire steel plants and driving their digitisation
forward with ongoing innovations. As a pioneer
and leading supplier of metallurgical plant solu-
tions, the company works continuously on the
development of groundbreaking innovations to
secure its customers' business models for the
future and to make a long-term contribution to
Complex networked
society. The Steel City experience was developed
as the core of the exhibition stand at METEC
processes presented
2019 in order to attractively communicate the
company's innovations.
in an attractive way.
Concentrated expertise be visualised and activated interac- Completely positive feedback
communicated interactively tively by trade visitors with the use SYMA received consistently positive
The Steel City is an unusual and of different lighting, multiple levels feedback from Primetals Techno-
extremely advanced way of showing and engraving in combination with logies staff – both for the design,
the concentrated expertise of Pri- LED technology. With a stand area execution and functionality of the
metals Technologies. The installa- of 830 m² together with an additional concept, as well as for our on-site
tion is both an eye-catcher as well 180 m² of floor space for meeting service. We hope to be able to con-
as a magnet for all those interested rooms, the stand also offers a Future tinue our collaboration and look
in this area. It fosters new contacts Lab with 7 half-open workstations, forward to the next trade fair in 4
and motivates the 60-strong staff Pioneers Lounge, Service Centre for years' time.
at the stand. It is constructed from live demos, restaurant and bar, wel-
several layers of acrylic glass and come desk, technical room, a table Did you miss the interactive
the buildings are represented as for the Lego EAF and a communi- Steel City? This video by
Responsive Spaces gives
cubes, produced by 3D printing. The cation zone. some impressions.
complex, networked processes can
76/2019 SYMA-REPORT 8 SHANGHAI 9
Brand identity and functionality
in perfect harmony.
Various conference
rooms are cleverly
concealed behind
the large screen,
which has the shape
of a smile.
Auto Shanghai 2019 was
visited by a total of 993,000
industry professionals and
other visitors. 11,600 media
representatives from 38
Auto Shanghai 2019
countries and regions came
to report on this major event.
Buick showcased its offer
Dynamic
with an impressive exhibition
stand designed by Bellprat
curves
Partner AG in Zurich.
Face" in the foreground, which was Show in the specially designed open Many informal and formal meeting end demands of the audience. The result of the back wall, which has no
designed for Buick worldwide, was theatre. Using Magic Leap glasses, zones between Buick contact persons generous dimensions certainly also clearly defined shape. Our demanding
complemented by an equally elegant, the audience could actively enter into and visitors are deliberately placed in contributed, with 22 vehicles on show design specifications were developed
curved rear wall. A trail was created the presentation and discover Buick's public areas – sometimes separated by on a total floor space 3000 m2. and implemented in cooperation with
Markus Göb, CEO &
Managing Partner,
for trade fair guests on which they new electric vehicle in 3D. glass walls, but in many cases com- SYMA-Asia and various experts in Eu-
Bellprat Partner AG would encounter the various vehicles pletely open. The result is a flowing What were the challenges and how rope. The quality and precision of the
and communication islands. The sense An exhibition stand is used in a transition from independent browsing did SYMA help you solve them? stand construction were outstanding.
Mr Göb, Buick's exhibition stand of movement provided the audience variety of ways. What infrastructure to receiving advice. This is a concept One challenge was the short planning An achievement of this magnitude
displays vivid contrasts and has an with unexpected, exciting insights, does Buick's trade fair presence that Buick consistently promotes in its and assembly time schedule, which within such a short space of time is
extremely dynamic appearance. How inspired by the brand claim "Sculptural offer and how did you manage own communication policy. seems to have become the norm at only possible thanks to many years
did this solution come about, what Beauty". to harmonise brand identity and Chinese trade fairs, where the stand of successful collaboration between
were the conceptual ideas behind it functionality? What was the response assignment is sometimes not known the planning teams of SYMA-Asia and
and what was the aim? What special features made Openness of communication is clearly of visitors to the stand? even six weeks before the start of the Bellprat Partner in Zurich.
In China, Buick stands for elegance, Buick's exhibition stand unique? celebrated at Buick and there are com- The Buick stand in Shanghai was fair. In addition, the Buick stand de-
dynamism and modernity coupled with The highlight of the stand and the fair paratively few areas of the stand that voted one of the top five by trade fair sign is extremely complex and poses
avant-garde technology. The "Smiling was the VELITE Augmented Reality are not accessible to trade fair visitors. guests and more than met the high- special challenges, in particular as a
76/2019 SYMA REPORT 10 FRANKFURT 11
A visit to the SYMA site
in Brno reinforced Optima's
confidence in our expertise.
This impressive double-deck exhi- Flagship design makes
bition stand is a project executed a clear statement
by our subsidiary MIBA in the Czech Optima Pharma was represented
Republic for the Achema trade fair in with a double-deck stand at the
Frankfurt. The design is reminiscent Achema fair in Frankfurt. This com-
of a flagship and underlines Optima's pany division designs and manu-
Achema 2019
worldwide market leadership. factures pharmaceutical filling, cap-
The flagship for
ping and freeze-drying systems for
Internationally oriented the highest purity classes, as well
The OPTIMA packaging group GmbH as isolator and containment tech-
is an international corporate group nology. Optima Pharma systems
filling and
headquartered in Schwäbisch Hall in provide maximum protection and
Germany. It manufactures filling and complete safety for aseptic filling,
packaging machinery with a world- isolators/RABS systems, freeze-
wide workforce of 2,400. Over 85% drying, diagnostics and non-sterile
packaging systems
of its machines and systems are filling.
sold outside Germany.
76/2019 SYMA-REPORT 12 FRANKFURT 13
The bright, gleaming surfaces
embody the high hygiene standards
met by Optima Pharma systems.
The unusual shape reflects
Optima's position as a company
with an innovative mindset.
Using the SYMA-MOLTO
system, we built a spatial
structure based on cubic
profiles that created an
Optima Pharma open and transparent look.
Architectural profiles and
offers complete cubic joints are the two ba-
sic elements in the system.
solutions for filling The designer and developer
use the surfaces of the open
and packaging structure not just as large-
scale graphic displays but
processes. also as functional space
dividers.
Optima Pharma's filling, capping bition stand at Achema 2018. The and showing animations created in our expertise, especially for the
and process technologies are used two-storey exhibition stand has by Optima Pharma. ongoing joint Achema project.
to manufacture syringes, vials, the strikingly unusual shape of two During the collaboration, we estab-
cartridges and bottles. This wide futuristic ships and is based on the Confidence reinforced lished a very good working relation-
range of systems enables the SYMA-MOLTO system, together Our contacts at Optima were also ship with Optima and are already
creation of comprehensive and with individual wooden structures. invited to the opening of the SYMA looking forward to the next projects
complex turnkey solutions. The main lighting for the exhibition site in Brno in the Czech Republic. that SYMA will be able to execute
stand was installed on an aluminium The Grand Opening Party was the for Optima in Germany and Italy
Unusual trade fair architecture truss structure. The biggest eye- perfect opportunity for them to in 2019.
A total of 42 professional installers catcher was the 321 LED screens, check out at first hand our prod-
worked for 12 days to erect the measuring 50 x 50 cm each, placed uction facilities and quality.
661 m2 Optima double-deck exhi- around the entire exhibition stand This reinforced their confidence
76/2019 SYMA-REPORT 14 FRISIAN 15
The architecture of the showroom meets all
usage requirements, e.g. for customer events,
presentations or sales promotions.
THE NUMBER ONE
for innovative
solutions in the wood
processing industry –
worldwide.
Not just for trade shows: This Showroom displays Intelligent solutions
attractive SPRINGER event and range of competence SPRINGER is active worldwide,
presentation space impresses po- Together with architect Favier operates sites in Austria, Italy,
tential buyers throughout the year. Diaz Martinez, SYMA developed Canada, Sweden and Finland and
Since 1952, the family business an authentic overall concept for has an annual turnover of around
with its head office in Friesach a multifunctional showroom that 120 million euros. The Group
(Austria) has been planning, deve- reflects all facets of the Springer also includes partner companies
loping and producing bespoke ma- family business. Curved walls MiCROTEC, WoodEye, FinScan
chines and conveyor systems guide guests through the world of and SPRINGER Kommunaltechnik.
for the wood-processing industry. Springer. Space has been created The combina-tion of different com-
All processes relating to the trans- for the company's history, for petences and system components
Showroom 2018 port, sorting and grading of wood innovations, products and services enables the development of intelli-
Springer with
are optimised to the highest level as well as for a section focusing gent solutions, which give the wood
and implemented in a technically on research and the future. The processing companies strong com-
sophisticated way. The SPRINGER lounge offers a cosy setting for petitive advantages.
Group employs over 500 people discussions and specific consulta-
year-round
worldwide and is now managed by tions. The cafeteria and extension
third-generation family members, provide a complete hospitality
Timo and Gero Springer. SPRINGER package. The architecture meets
systems are manufactured with the all usage requirements and en-
showroom
utmost care and precision. They are ables SRINGER to develop rela-
intelligent, low-maintenance, opti- tionships and contacts in different
mised for maximum performance settings, to conclude sales and
and offer state-of-the-art quality. much more.
76/2019 SYMA-REPORT 16 HEADQUARTERS 17
International companies
rely on our close-knit network
of partner organisations.
even a few days – pose a particular
challenge. It is then all the more impor-
tant to use the available resources ef-
ficiently. In such cases, SYMA always
Stefan Grob
Exhibition Manager
offers a solution. Similarly, cultural
HUBER+SUHNER AG misunderstandings can be reduced
with SYMA's worldwide partners when
Mr Grob, what can you tell us local professionals are involved in the
about your collaboration with project. This enables us to manage
SYMA and the confidence you trade fair projects from Switzerland
have in each other? very effectively.
The cooperation with SYMA is well
structured and therefore very effective. What do you particularly appreciate
We have great confidence in SYMA, about working with SYMA?
especially because of our long-stand- The fact that SYMA's project mana-
ing collaboration and the understand- gers immediately sense what the pro-
ing of internal processes. ject involves when they receive an
enquiry and are able to deliver solu-
Please can you tell us about some tions quickly. SYMA is a reliable,
particularly difficult tasks for which creative and very flexible partner.
you were able to find solutions to-
gether with SYMA. SYMA-Network
Achieving success
Years in which several regular trade
fairs take place almost in parallel with
worldwide through
each other – within a few weeks or
partnership
Many eye-catching
and unusual solu-
Over the past 20 years, HUBER+ of this global player from Herisau, workshops in line with current
tions have resulted
from our close col- SUHNER and SYMA have developed but also with the array of solutions trends. Whereas at one time the
laboration.
a close partnership focused around presented at numerous trade fairs. focus was on the individuality of
exhibition stand construction and Another essential ingredient is the exhibition stand, the use of
the creation of presentation areas. the human factor: For more than coloured standard furniture was
Based in the Swiss town of Heri- a decade now, the same project popular in other years.
sau, HUBER+SUHNER is a global managers on both sides have been A major challenge here is the
company involved in the develop- working together – they know each broad spectrum of activity of
ment and manufacture of com- other and they know each other's HUBER+SUHNER, and therefore
ponents and system solutions for needs. Of particular importance, the diversity of the relevant
electrical and optical data trans- too, are SYMA's global partner target groups. Creative solutions
mission and is present in more companies, which range geographic- have always been found for this
than 60 countries. ally from Rio de Janeiro and San challenge thanks to our excellent,
Diego to Moscow and Germany. long-standing collaboration.
Worldwide network
One ingredient in the success of Workshops bring innovative results
our long-term collaboration is fa- The design of the HUBER+SUHNER
miliarity: SYMA staff are familiar trade fair presence has been con-
not only with the corporate design stantly developed in various joint
76/2019 SYMA REPORT 18 NUREMBERG 19
Capturing the smart home market
with intelligent REHAU windows.
Modern technology has become an the need for slat blinds and • Fensterbau in Nuremberg,
integral part of our lives and homes curtains 860 m², two-storey
– and now our windows. When look- • Closed ventilation • Light+Building in Frankfurt, 135 m²
ing for unusual designs, innovative • Wood-look window frames and • SHK in Essen, 120 m²
materials or smart solutions, archi- doors with numerous advantages • IFH in Nuremberg, 180 m²
tectural offices and construction over real wood • IFAT in Munich,
companies turn to REHAU products • New oversize dimensions 270 m², two-storey
to inspire their customers. REHAU • 24x noise reduction, transforming
windows, house doors, balcony homes into oases of calm An impressive stand
doors and lift-and-slide doors are in- The striking, high-quality design
credibly versatile and can adapt flex- The design of the exhibition stand was executed using sustainable and
ibly to the needs of today. REHAU is based on clear lines, elegant, reusable materials in a hybrid con-
positions itself with strong window understated styling and the use of struction. In addition to conventional
products, planning tools and ser- media technology and large LED components, SYMA used a wide
vices in the rapidly growing smart screens. The restrained colours and range of proven SYMA systems as
home market. the use of white and imitation con- the substructure. The impressive
crete in the wall structures serve to stand with outstanding long-distance
REHAU presented an array of highlight the exhibits effectively. visibility for the presentation of in-
ideas, including these exciting dustry-specific REHAU solutions was
developments: Five exhibition stands in 2018 the product of close collaboration.
• Anti-burglar systems that deter SYMA won various calls for tender
intruders before any damage or and was commissioned in 2018
loss occurs to execute five stands for the follow-
• Smart windows that do away with ing fairs:
REHAU revolutionised the
window market in 2008. It was
the first company to apply the
principle of fibre-reinforced
composite materials – pre-
viously used mainly in the
construction of racing cars
and aircraft – to windows and
combined the best properties
from the worlds of PVC and
glass fibre. Since this time,
This presenta-
tion space offers an
the market has developed
acoustic refuge for rapidly.
Fensterbau Frontale 2018 the audience while at
See-through
the same time being
open and accessible.
revolution A concrete look and clear lines direct the
focus of the stand towards the company's
latest product developments.76/2019 SYMA-REPORT 20 GUADALAJARA 21 FIL Guadalajara International Book Fair Portugal's literature in Mexico SYMA relies on strong partnerships largest book fair in the world. worldwide. The OMEGA GROUP de- The country's best new publications veloped this impressive pavilion in were exhibited on shelves, which collaboration with the Portuguese resembled those of a library, and architect firm Santa Rita Asociados. banners above them held the names It was used to house the guest of of all those writers who have in- honour – Portugal – at the FIL Inter- spired Portuguese literature and national Book Fair in Guadalajara, film. The pavilion offered two areas Mexico. With 2200 publishers from for cultural activities and one for 47 countries, the event attracts over conferences, symposiums and 800,000 industry professionals and discussions with the authors. interested parties and is the second
76/2019 SYMA-REPORT 22 GUADALAJARA 23
Watch a time-lapse
sequence showing how
this impressive pavilion
was constructed:
www.youtube.com/SYMAtv
Library housing Portugal's
best new literary output.
Cost factors minimised to the public, ensured that visitors
Close collaboration was vital in the could focus their full attention on
search for the right solution for de- literature, art and culture during
signing the Guest of Honour Pavili- the nine days of the fair.
on. The OMEGA GROUP recommen-
ded our SYMA-DOUBLE-DECK sys- Portugal's relationship to
tem, which completely does away the world of books
with rigging and special trailers. Not The pavilion highlighted Portugal's
only was it possible to significantly extremely intense relationship with
reduce the costs and erection time the world of books. The Guest of
for the 6.6 m high, 400 m2 stand, the Honour at the fair presented the
quality of the design was also en- best of its current literary output
hanced. This solution immediately to a sophisticated and receptive
impressed the architecture team. audience. The main activities took
place at the exhibition centre itself
Safety has number-one priority with literature forums and opportu-
In order to guarantee the required nities for the publishing industry to
strength for safe visitor access in come together. Portugal's presence
a stand of this size, custom-built in November and December 2018
steel bases weighing more than also extended to museums, cultural
250 kg each were mounted at the centres and galleries throughout the
posts. These and many other tech- city of Guadalajara.
nical features, which were invisible76/2019 SYMA-REPORT 24 ST. GALLEN 25
The largest uniformly
backlit wall in our SYMA-
TEXWALL system to date.
4 608 LED lenses were used to
guarantee uniform illumination
of the 35 m 2 wall surface.
The new SVIT design
impresses with its
pleasantly fresh look.
The fresh and modern redesign a fresh, eye-catching stand design Great feedback
for the real estate association SVIT that reflected the new logo and con- The high-quality, eye-catching
Eastern Switzerland was an abso- temporary look. The bespoke stand stand design created an attractive
lute eye-catcher. In March 2019, with a floor area of 63 m² contained focal point at the fair and was the
Immo Messe Schweiz, Switzerland's elaborately crafted furnishings and object of significant visitor interest.
largest trade fair focusing on the stand construction elements and, The completely individual and un-
Immo Messe Schweiz 2019 planning and purchasing of resi- together with the large free-standing mistakeable design as well as the
Highly
dential property, took place on the LED back wall, provided a real eye- consistent and compelling use of
grounds of Olma Messen St.Gallen. catcher in the hall. colour guaranteed a high recogni-
The fair offers an enormous wealth tion factor. The exhibition stand
of specialist knowledge and covers Illumination concept gave a pleasant impression of fresh-
radiant
the entire real estate life cycle, from with SYMA-TEXWALL ness and was very positively recei-
planning right through to renovation The new lighting concept is based ved by our client. SYMA is delighted
and refurbishment. on complete LED backlighting of the to have had the opportunity to exe-
textile surfaces. The result was a cute this attractive project and our
redesign
Custom-built exhibition stand perfectly illuminated and completely team is already looking forward to
SYMA constructed the exhibition shadow-free area with enormous the next Immo Messe.
stand for the Eastern Switzerland radiant energy. High stand visibility
section of SVIT (Swiss Association was ensured thanks to the use of
of the Real Estate Industry), using large, striking ceiling cubes.76/2019 SYMA-REPORT 26 DÜSSELDORF 27
Gifa 2019
Foundry
competence
with heart
The exhibition stand of ASK Che- well as commitment to environmen- the stand concept are the sophisti-
micals at GIFA 2019 reflected the tal responsibility. ASK Chemicals cated presentation of the exhibits
company's expertise and engage- employs approximately 1500 people and the emotionalisation of the
ment and was received with huge worldwide. In order to give the pro- visitor experience.
interest. ASK Chemicals is one of ducts a human component, slogans
the world's largest suppliers of such as "We think casting. For you." Sustainable success
complete solutions and tailor-made together with portraits of employees SYMA executed the concept to a
consulting services for the foundry decorate the exhibition stand. high standard, on schedule and
industry. The core of the company's within budget. During the intensive
activity involves the manufacture of SYMA wins creative competition planning phase, there was on-going
all foundry consumables required for The impressive two-storey 810 m² liaison between SYMA-Czech and
the production chain as well as pro- exhibition stand offers visitors space ASK Chemicals. The collaboration of
viding optimum technical services in to discuss current trends and new the two teams was characterised by
order to perfectly adapt its products product solutions with experts from trust and transparency.
to the processes on the customer's ASK Chemicals. SYMA prepared a The outstanding support ASK Che-
premises. creative, dynamic and atmospheric micals was able to offer its custom-
stand design that won the concept ers and partners during the fair ma-
Exhibition stand concept competition. The most striking de- de this year's GIFA a great success.
reflects engagement sign highlights are the high-tech The stand with all its interactive
At ASK Chemicals, foundry exper- features, active lighting and LED features provided trade fair visitors
tise goes hand in hand with the use tracks as well as a clever division with a memorable experience.
of forward-looking technologies, of the presentation, consulting and
The sophisticated presenta-
global thinking and local action, as catering areas. The key elements of tion of the exhibits reflects the
high quality of the products.76/2019 SYMA REPORT 28 DÜSSELDORF 29
Attractive furniture and lots of
space offered the perfect foundation
for successful customer service.
A conscious break
with industry-standard colours
was made here.
and innovation and serves as a reliable This is reflected in the modern What were the challenges How would you describe
foundry partner. We work to ensure presentation of the exhibits and the and how do you rate the result? the collaboration with SYMA?
our customers are always one step multimedia features. And, of course, One of the challenges for us was to It was very good, we developed an
Verena Sander
Global Marketing ahead – thanks to high-performance in the choice of exhibits. We made create a differentiated design. At in- open, trusting relationship, had regu-
Communications
products, in-depth expertise and the sure that each exhibit told a story dustrial goods fairs, you often find very lar meetings and "jours fixes". It was
Manager
ASK Chemicals GmbH passion of our teams for casting tech- about current and future issues in the similar stand designs, all characterised obvious to us that the SYMA team was
nology. Our range of products and ser- industry. Secondly: ASK Chemicals is by very straight, angular lines and fully behind this project and showed a
Ms Sander, what were the objectives vices for our trade fair presence was a partner that is passionate about the shapes. In the foundry sector, dark great deal of heart and commitment –
of ASK Chemicals with its emotionally charged with a testimonial industry and its customers. Our stand colours such as black, grey or red right from the pitch through to the end
presence at GIFA/METEC 2019? campaign under the slogan "Foundry – team demonstrated this impressively dominate. The decision for a white, of the fair.
With our presence we wanted to pro- a passion from our heart". with great customer service. In terms light and open stand with curved lines
mote customer loyalty and strengthen of design, this aspect was reinforced and organic shapes was a conscious
the positioning of ASK Chemicals as What, in particular, did the com- by emotional statements on the walls effort to break away here. At this point,
a leading supplier of future-oriented, pany want to convey to visitors? and large-scale testimonials. We also we would like to once again to express
integrated solutions. In particular, ASK We wanted to convey two messages created a feel-good atmosphere with our huge praise for SYMA-Czech, with
Testimonials from ASK Chemicals is committed long-term to to our customers. Firstly: ASK Chem- warm colours and attractive furniture which we developed a truly first-class
Chemicals staff give the products
an emotional component.
the issues of environment, efficiency icals is a strong partner for the future. in the catering area. stand design.76/2019 SYMA-REPORT 30 BARCELONA 31
The exhibition stand symbolises the digital transformation process.
Alibaba accelerates
the digitisation process
in telco operators.
This superb exhibition stand in the a combination of innovative ap-
form of a digital cloud demonstrates proach, leading data technologies
the development potential of telco and field-proven experience. Its
operators. Alibaba Cloud is a subsi- presence at the Mobile World Con-
diary of the Alibaba Group and the gress successfully reflected this.
largest cloud computing company
in Asia. Based in Singapore, the Rapid execution and great flexibility
company provides cloud computing The construction of the 157 m2 ex-
services to online businesses and hibition stand was completed in a
Alibaba's e-commerce ecosystem very short space of time. The highly
in 19 regional data centres and 56 professional project team had just 9
availability zones around the globe. days to assemble and correctly co-
The company sees itself as a key ordinate the 375 movable elements.
player in the digitisation process Thanks to the use of round shapes
and clearly embraces the opportuni- and the spray-painted walls, the
ties of change. stand had a very light and graceful
appearance. The design represents
Mobile World Congress 2019
Driving transformation the mobility and flexibility of the
Alibaba aims to transform telco
operators into data-driven digital
company. The international stand
construction company Difer exe-
Data-driven
powerhouses and to actively accele-
rate this transformation through
cuted the sophisticated concept.
digital powerhouses76/2019 SYMA REPORT 32 SHENZHEN 33
Audi defines the
digital driving experience
of tomorrow.
The e-tron presented by Audi as prototype combines
the latest technologies with fully electric automobility.
With its moving elements the elaborate ceiling con-
struction enhanced the show effect.
Artist Daya sent a thrill of
excitement through the audience.
The Audi rings are spun from an
elaborately produced LED
net in a way reminiscent of the
Olympic Games in Beijing.
The impressive event construction Outside area sets the programme elements in the show,
was developed and implemented by tone for the highlights turning the event into an open-air
SYMA-Asia. In China, the world of To set the tone various Audi models spectacle: The newest Audi models
tomorrow is already being created were presented in attractive outdoor drove across the stage against the
today. Enthusiasm for technological pavilions showcasing the newest sparkling backdrop of Shenzhen's
progress in digitalisation, artificial developments in AI technology and city lights. Elaborately mounted,
intelligence (AI) and electric mobility other automotive technologies. To moving ceiling elements produced
is what makes China a role model find their way into the impressive fascinating show effects.
for the automobile world. and futuristic-looking event building A transparent LED net displayed the
Situated in China just north of Hong with its rounded form and metallic Audi rings in a way reminiscent of
Kong, Shenzhen is known as the facade, guests went through a trian- the Olympic Games. Specialists from
Audi Global Brand Summit 2018 Silicon Valley of the east. Everything gular LED tunnel. Inside, Audi enter- SYMA-Asia made the net construc-
here is a bit faster, more colourful, tained its guests with an event tion by hand and fitted each knot
Digitisation
and more networked. All of China's of superlatives. with a specially-made, waterproof
leading high-tech companies are and panchromatic RGB LED spot.
based here. Working closely with Event hall with open-air spectacle This produced professional effects
Audi are specialists in robotics and In the main hall a myriad of moving at a low cost.
picks up speed
artificial intelligence. So Shenzhen is audio-visual installations formed the
the ideal location for the Audi Global backdrop for the impressive staging Mission to the moon
Brand Summit, the event to present of the new Q8 and the e-tron proto- Awaiting the guests on the upper
the newest developments from Audi: type. The rear wall of the stage was floor was an outer space setting of
the launch of the Q8 SUV Coupé and constructed by SYMA as an oversize discovery – a universe of science
the prototype electric vehicle of the LED-covered gateway, which could fiction character where the latest
future, known as the e-tron. be opened completely for certain technology was explained.76/2019 SYMA-REPORT 34 SHENZHEN 35
With the "Mission
to the Moon" Audi
sends out a clear
signal and opens up
new territory, both
on the moon as well
as in the mobility of
tomorrow.
Technical edge. The future
begins in Shenzhen. The
pavilion looks like it comes
from another galaxy. In auto-
nomous driving Audi is in-
creasing its lead and develo-
ping a new philosophy for the
city of the future, based on
the space-saving technology
of piloted driving. A journey
into the world of tomorrow
which fascinates the trade
audience.
All the constructions
withstood the typhoon with
its wind and heavy rain.
Various Audi models
were presented
Here, Audi presented its spectacular before. Now Audi put their trust in a major threat to the structure of the in attractive outdoor
mission to the moon with the Audi SYMA once again – a strong sign of pavilion. SYMA reacted promptly pavilions to showcase
the newest develop-
lunar quattro – propelled by the customer confidence. and inspected the construction ments in AI technology
legendary quattro drive-train. The for possible water leaks or loose and other automotive
technologies.
event area was set up on an arti- Typhoon as exceptional challenge roof structures, and took effective
ficial lake. For this, SYMA developed During the day in Shenzhen it is measures with additional reinforce-
a special framework construction 45 °C, which is why the setup work ments and more intensive water
with an area of 200 m2. The site con- was done from 5 o'clock in the eve- drainage. So it was possible for all
ditions in Shenzhen are extremely ning until early morning at 7 am. activities to take place without inci-
demanding. Audi has been working But that was far from the only chal- dents even during the typhoon.
with SYMA-Asia already since the lenge. A typhoon developed just as
launch of the Q3 in 2013, and they the opening ceremony was taking
have organized several events here place. The wind and heavy rain were76/2019 SYMA-REPORT 36 SPOTS 37
Carifex Santo Domingo:
Stands for MSME trade fair
Small is beautiful
It is the business event aimed at the
micro, small and medium-sized enter-
prises of the Dominican Republic,
organized by the Ministry of Industry,
Commerce and Micro, Small and Me-
dium-sized Enterprises. Objective:
Promote the development of financing
to entrepreneurs. Booth: National
Entrepreneurship Network
It is built with a Syma structure 30/30
and 30/60 and CBB, covered with 3 mm
PVC and finished in orange and white
adhesive vinyl, with acrylic logo and
flooring with grey fair carpet, ceiling
with recessed LED lighting .
LAAD Defence & Security 2019: Bau 2019:
Dynamic design Transparent innovation
Defence and security trade also included a storeroom,
fair in Rio de Janeiro Custom-made kitchen and presentation room. Thiele Glas opens dimensions provide planners and de- have executed an exhibition stand for
presentation surfaces up new perspectives velopers with undreamt-of pos- Thiele Glas that convincingly reflects
AAGwk represents SYMA in Latin A large open space invites visitors Special construction sibilities and the high-quality Thiele the strengths of the company.
America and was commissioned by to discover the products, which are The entire stand was constructed of This exhibition stand for Thiele Glas finishings allow full scope to the
the international agency Hawt Dotz exhibited on custom-made, diagonal wood and completely covered with displays a clean, purist, contemporary imagination. Thiele Glas meets the Record visitor numbers
to create an exhibition stand for presentation surfaces and displayed imitation leather. LED strips were and elegant look – a successful mix highest standards in toughened safety BAU 2019 achieved record figures.
ASELSAN. The Turkish armaments on the large LED wall. installed in floors, walls and panels of rigour, precision and aesthetics. glass, laminated safety glass, insulat- On the largest-ever floor space for the
company Aselsan showcased its offer The interior area consists of two con- to create lighting effects that criss- Various glass exhibits were also in- ing glass and innovative design pro- fair (200,000 m 2), 2250 exhibitors from
on a floor area of 200 m 2 at LAAD De- ference rooms, also featuring diagonal crossed the stand at different angles. tegrated into the stand. The main ducts such as switchable and printed 45 countries presented their products
fence & Security in Rio de Janeiro, the design elements, both equipped with This created a striking visual impact attraction, though, was the glass glass. and solutions for the construction in-
sector's most important trade fair in tailor-made, high-quality furniture and throughout the area. truss, which was particularly intricate dustry. A total of 250,000 visitors from
Latin America. lighting elements. The interior layout and challenging to execute. This eye- Compelling products and services over 150 countries, including 85,000
catching element above the informat- With a combination of bespoke from outside Germany, underscore
ion counter had impressive dimensi- planning and creativity, Thiele offers BAU's status as the world's leading
ons while still conveying a sense of tailor-made solutions – from one-off trade fair for architecture, materials
lightness and, in combination with the creations through to small or large- and systems. With almost 70,000
green LED lighting, ensured a high scale production runs. Thiele Glas participants, nearly a quarter of visi-
degree of visibility. The clear message stands for craftsmanship combined tors came from the fields of architec-
of this exhibition stand is: With glass, with state-of-the-art technology, high ture, engineering and planning.
anything is possible! flexibility and a dedicated team with
many years of experience.
Glass in maximum dimensions The company's customer service is
Thiele Glas opens up completely new also unique: Goods deliveries are tai-
perspectives. The company is the lored to individual wishes and require-
ideal industry partner, offering out- ments, and the risk of glass breakage
standing solutions and perfect quality is minimised through optimum pro-
in glass installations. The unrivalled duction processes. SYMA is proud to76/2019 SYMA REPORT 38 SPOTS 39
News from the SYMA Forge: Armageddon 2018, Auckland:
Design first! The invisible frame Fitting in with the character of the game
dibly wide range of sizes. Internal and on our systems. At the same time, VR gaming area with SYMA-SYSTEM 30
external corners with continuous gra- we are also striving to set or pick up
phics create a homogeneous design. new trends and implement them in a Armageddon in Auckland, New Zealand, is a convention
This gives each exhibition stand a practicable way for exhibition stand for pop culture, comics, video games, animation and much
Reto Bosshart
Head Development
completely new look which can easily construction. For example, architectu- more. Around 70,000 people attend the event, many of
SYMA-SYSTEM AG be changed. ral influences play a major role when them wearing costumes they have created themselves, de-
it comes to developing new systems. picting their favourite characters from gaming franchises
Mr Bosshart, what role do The fascias have also been impro- We are therefore moving forward in a or movies. PlayStation is an important participant and the
textile walls play in a good ved. What are the benefits for the permanent state of change. exhibition stand construction company V3 has worked to-
trade fair presence? brand presence? gether with SYMA for over ten years to design its presence
These days, the trend in exhibition In order to attract the attention of tra- To what extent is customer feed- at Armageddon. In 2018, the 288 m 2 stand immersed visitors
stand construction is for large con- de fair visitors, banners with text are back integrated in the process? in the "World of PlayStation" and showcased new gaming
tinuous graphic areas. In order to often mounted above the stands or This is very important to us. We are content and technologies in an interactive environment.
meet these requirements, it must be suspended from the hall ceiling. This in the fortunate position of not only The upper floor of the SYMA-CUBIC stand housed a VIP
possible to cover the basic structural makes it possible to see the brand constructing systems, but also buil- area and viewing bridge. SYMA-SYSTEM 30 was used to
elements as simply and quickly as from a greater distance. ding our own exhibition stands. We create areas for VR (Virtual Reality) games. With the 180°
possible. Fabrics and plastic films are We have developed the SYMA-XWALL therefore have direct contact with the Vixi camera system, visitors could create an animation of
particularly suitable for this purpose. 60flex banner to meet this desire market, which gives us an advantage. themselves in character costumes. These were shown on a
The advantages of these materials are for maximum visibility. Based on the Through regular discussions, new large suspended projection screen, accompanied by a DJ
their low weight, the small area they existing SYMA-XWALL system, both products can be optimally designed sound system and light show. The PlayStation stand was a
need for storage and transport and the sides can be covered with textile ele- to meet customer requirements. huge success for the Sony brand.
manageable costs. ments. External and internal corners
with continuous graphics can also be
To what extent does the design created, which offers a wide variety
benefit from the use of SYMA's of exciting design and layout options.
new textile wall solutions? Thanks to the modular system, the
The fabric covering consists of newly height and width can be individually
developed profiles which are compa- defined. Here, too, the appearance
tible with our proven SYMA-SYSTEM can easily be changed by replacing 1. SYMA-XWALL 60flex
2. SYMA-SYSTEM 30
30. These profiles can be retrofitted the textile elements.
to an existing structure. They have a
narrow groove that accommodates the How are priorities set with regard
keder, which is attached to the textile to further developments?
element. This enables the achieve- Primarily, we need to meet the re-
ment of graphic surfaces in an incre- quirements that our customers place
The brand image can extend
across all corners, inside and out.
1.
2.SYMA-SYSTEM AG Panoramastrasse 19 CH-9533 Kirchberg, SG P +41 71 932 32 32 syma@syma.ch www.syma.ch
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