The European Coatings Show in Nuremberg is the world’s largest trade fair for lacquers, paints and pigments. All the major international names in the sector present their new products there – every time by means of the same conventional B2B presentations. For this reason we wanted a radical measure which would give visitors an unforgettable experience.
Our aim was to move away from display cases cluttered with information and small product samples and create a genuine experience. The solution: By virtual reality we transported visitors to a galaxy of colors in which, guided by simple step-by-step instructions they made their own screen in the form of the Clariant trademark before designing it with virtual tools such as spray cans, magical color balls, and color supernovas. The visitors standing open-mouthed with amazement was confirmation for us that the immersive experience actually catapulted them from a trade fair stand in Nuremberg to the infinite expanse of the Clariant universe.
Our courage was rewarded, in the form of a continually growing crowd of people around the trade fair stand, enormous attention, and numerous new client contacts.