• Overall concept development and project management
  • Design development and detailing
  • Communication and media display concept
  • Production preparation and control
  • Booth system and architecture: Oettle Ferber Associates
  • Media display: Gate 11


CeBIT 2017: Europe’s largest software manufacturer shines


The software manufacturer’s CeBIT 2017 booth revealed its brand character, “SAP shines”. The professional brand used its effective exhibition construction system for the second year in a row in an especially creative way – making the brand a popular crowd magnet at the Hanover show.

Digital showcases form the communication centre of the booth: These interactive exhibits gave visitors the chance to familiarise themselves with and experience the brand’s most important innovative themes in augmented or virtual reality.

At the same time, the connection between the digital and analogue worlds was essential to the overall booth concept. Digital media displays and applications on topics like machine learning or IoT were supplemented by magnetic boards and string diagrams. Visitors could interact with the latter two installations, which helped to add an emotional element to the brand’s products and make them more tangible. Blooming cherry trees further enhanced the vibrant, inspiring atmosphere at the stand as a tribute to SAP’s partner country, Japan.