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Overview of the BOBST booth with navigation cube in focus

A platform for navigating
to dream machines at drupa.

BOBST Trade fair stand drupa 2016

BOBST showcases itself on 2,000 m² with a clearly structured brand presentation. dreiform developed a fully integrated turn-key design covering the trade fair stand, live presentations, interactive exhibits, apps, lead capture, and data analysis for the drupa trade fair on behalf of BOBST, the world’s leading supplier of systems and services for packaging and label manufacturers.

Innovation Compass

The CUBE provides fairgoers with guidance at the center of the stand. Highly visible from all sides: Information about live machinery demos, including sound-supported countdown until the shows start. LIVE images from the machine’s workflow and facts about the products are fed onto highly visible surfaces in the form of large-format LED panels during the shows.

The BOBST INNOVATION COMPASS meets the visitors as a connecting visual element at all interaction points. The circulating media display above the machines runs synchronously to the central LED cube.


In the run-up to the fair, existing or potential customers can register for their visit and state their interests. They will then receive their personal digital INNOVATION COMPASS.

This helps the visitor to find relevant information on products and services at the trade fair booth directly, to save it (even without a smartphone) and to receive it digitally after the trade fair visit. Visitors who are not yet registered will receive a token with a personal QR code.

Smart Tour Experience

The INNOVATION COMPASS assists clients and the sales team in the selection and presentation of the machinery and generates relevant results. All the stations and apps are interlinked and exchange information about visitors in real time: Online registration, interactive exhibits in front of the machinery, a central digital portfolio tool, presentation apps for staff, as well as the lead capture and stand management.

All the facts are gathered centrally and ensure visitors are only sent information of relevance to them in the form of a smart tour summary.

Product + Service Navigator

The product and service navigator is the central software application for entering the world of BOBST and provides the opportunity to browse through the entire portfolio.

The intuitive wheel feature makes it possible to filter the extensive BOBST portfolio in real time based on the customer’s interests. At the trade fair, the briefed sales team guides its visitors to the information of relevance to them.


The packaging gallery – an oversized competence compass – shows which packaging solutions are possible using BOBST machinery. Rotating the platform causes real exhibits and the corresponding digital information to appear on the touch screen.

More in-depth information about the machinery is delivered by the machine satellites. Rotating the 3D compass needle causes the machine’s virtual likeness to rotate in free space – with an option to choose and gather additional information.

Before, during and after

The customized software system for the smart tour captures the individual interests of visitors even before the trade fair starts and sends the personalized BOBST INNOVATION COMPASS. The use of exhibits or the alteration of interests triggers a dynamic recalculation of the smart tour, which is updated immediately.

The smart tour experience gives every customer the opportunity to enjoy a trade fair visit tailored to individual requirements – supported by a brand presentation with maximum integration before, during, and after the visit.

Project details




International Trade Fair drupa, Düsseldorf



  • 2000 m²
  • 252 Products
  • German Design Award Winner
  • Photographer: Stefan Schilling


Find more Interaction Design here.

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