Brand presence of Deutsche Telekom at the IFA 2014 under the motto: “Zuhause und mobil werden eins. MagentaEins.” One all embracing gesture, one big picture, should communicate the merging of mobile networks and landline. Therefore 132 m wall in total played together dynamically with a media sculpture in the center of the stand. On walls and sculpture – both built as 3D structures (reliefs) – projection-mapping created a distinctive overall atmosphere. Moreover the sculpture was also stage with a nonstop infotainment program and surrounded by on-topic presentations with various interaction.