To bring the brand value ‘Breaking new ground’ to life, Studio Bachmannkern took a groundbreaking approach. Under the motto ‘New Next Level’, it developed a multilevel stand that cast each of the 1,300-plus product innovations in a perfect light. Ascending through the striking brand gate, each guest embarked on her own intuitive journey. Bold, double-storey boxes housed the various thematic realms. In combination with the perimeter gallery, they connected the two levels and created a lively central plaza. The design’s central focus, the customer dialogue, was rounded out by diverse possibilities for interaction and an open spatial concept.