TRACTOVERSUM - The world of TRACTO at bauma 2025
A walk-in brand universe
As a global specialist in trenchless technologies, TRACTO develops machines and systems that rethink infrastructure - efficiently, sustainably and below the surface. At bauma 2025, the leading international trade fair for construction machinery, this innovative strength became a spatial experience: the TRACTOVERSUM, a brand space measuring over 1,500 m², was created in the outdoor area, literally immersing visitors in the world of TRACTO.
From contractors and machine owners to active operators - everyone was drawn in by a spatial experience that combined information, atmosphere and identification.
Spatial concept with a suction effect
The stand was designed as a walk-in brand universe: a central walkway with branches led through various themed areas and allowed visitors to be right in the middle of the action - in the spirit of the TRACTOVERSUM.
A two-storey tent with a glass façade formed the backbone of the area. Semi-transparent fabrics staged openness and created a pleasant separation between inside and outside. Meeting rooms and lounge areas met an adjoining beer garden with a catering area - for an exchange at eye level.
Design with attitude
Large-format typography conveyed values and attracted attention. Semi-transparency was used as a design stylistic device to visually translate the brand's approachability. Information steles, partly supplemented with LEDs, structured the area and provided orientation in terms of content.
The long-distance and close-up effect of the presentation intertwined - from the first eye contact to the in-depth dialog on site.
As part of the project, we were responsible for the conception, costing of the trade fair construction including the awarding, design and development of the exterior graphic surfaces of the stand. In joint workshops with the TRACTO team, a coherent image was created that translated the identity of the brand into architecture and communication.
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