When it became clear in spring 2020 that the pandemic would bring significant changes to live communication, the machine tool manufacturer DMG MORI decided to respond actively. Together with jangled nerves, they developed two important strands of this reorientation: physical studios at the DMG MORI sites, as well as an interactive, virtual showroom. The combination of their own permanent studios with real machines and the virtual showroom was designed to create a seamless transition between analogue and digital space – and not least to show a clear commitment to digital and hybrid formats.
This was followed in February 2021 by a digital event under the motto “We ENABLE our customers in AUTOMATION and DIGITISATION”. The aim of the three-day event was to fulfil the diverse customer equirements regarding information and dialogue. Each day started with a thematic keynote, followed by a varied and differentiated programme – on the stage, at various machines, as a presentation or through dialogue. Evoking the dramaturgy of a TV show, information was to be conveyed in an entertaining manner. The stage was built in the middle of the production. This authentic setting brought together a firmly installed LED, two colourfully illuminated walls as a position for real machines, lighting technology and a black high-gloss floor with the virtual showroom. A podium was integrated into the setting for future hybrid events.