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ESAB a company with a rich history and an absolute world leader in welding and cutting equipment wanted to make a grand return to the large Schweissen & Schneiden fair held in Germany. As a long time creative partner to ESAB Highway was granted the mission to developed a fair concept that would transcend boards, geographical and digital – creating a truly immersive customer experience.


With a 1000sqm booth the ESAB promise of making your challenges possible when equipped with ESAB products was highlighted by creating different zones within the booth. Different areas where each sub brand and it’s offering could be communicated. True to its respective values and with captivating surroundings that allowed for live product demos, meetings and spontaneous dialogue. A perfect environment for showing of the large number of product launches. 

Afterwards the feedback has been immensely positive regarding the design philosophy of the booth, the attention to detail in every touch point, from material selection to communication strategy, as well as how the implementation was carried out. Or as Niklas Sondell, Director EMEA Market Communication said; “Such a pleasure working with true professionals!“.


We are equally grateful for the opportunity.


/ Schweissen & Schneiden

Showroom / Exhibition / Corporate facilities / Interior concepts / Brand experiences / Event / Concept development / Brand implementation

What we did 

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