150 Years Of Dieffenbacher

The medium-sized machine engineering company Dieffenbacher celebrated its 150-year anniversary in 2023. It is a traditional family enterprise already in its fifth generation of manufacturing systems for pressing chipboards and synthetic components.

The handling agency Bruce B. developed the overarching claim “150 years of transformation on solid ground” to mark this occasion. The aim was for the motto to reflect a stable, values-based stance in the context of constant processes of change and a consistent forward-looking mindset, as well to make it possible to experience this at the anniversary gala.

The production hall was transformed into an event location for this purpose, to emphasise the roots on the one hand and yet reflect willingness to change on the other. It was preceded by a compact symposium that illuminated the topic of transformation from multiple perspectives. Three speakers considered from different angles the processes of change that companies must face nowadays: in change management, in digital transformation through AI and in the interests of sustainable company development.

An exhibition accompanied the event and showcased key milestones of the company – in an analogue and digital form. One of the highlights was the possibility to explore current machines life-sized in an 85-metre-long “virtual canyon” as an augmented reality application.