EMO Mailand
Challenges
USE CASE OVERVIEW
At EMO 2021 in Milan, the world’s largest trade fair for machine tools and metalworking, Studio B12 developed a hybrid solution for Siemens Digital Industries. This solution integrated real and virtual elements to present the complex products and machines interactively and in detail. More than 60,000 visitors and around 3,500 exhibited machines in six halls testify to the success of this event.
OUR PROCEDURE
Due to the pandemic, we had to quickly switch to hybrid event formats. Studio B12 conceptualised and implemented the design of the virtual trade fair together with CueConcept. Our headless CMS was used to maintain content in both the virtual and real trade fair areas. The close collaboration with Siemens and the integration of external interfaces were crucial to ensure a harmonious and consistent presentation of both worlds.
RESULTS
The exhibition stand seamlessly combined physical and virtual worlds, enabling the presentation of products and digital twins. Visitors were able to enjoy both real and digital experiences, such as the virtual repair process of a wind turbine gearwheel. This provided in-depth insights and optimised the customer experience.
The hybrid solution allows Siemens to continue to present and reuse their products digitally even after the trade fair. Siemens Digital Industries’ first official hybrid trade fair showed that the combination of reality and virtuality can set new standards in product presentation. The positive feedback from customers and visitors confirms the success of this approach, and we look forward to implementing these learnings at future events.
