Dürr Open House 2021: Digital Sales Event

What When Why
© What When Why
© What When Why
© What When Why
© What When Why
Published in the
Eventdesign Yearbook 2023/24
Book cover


The most important Dürr sales event, the “Dürr Open House”, was held onsite in previous years. Due to the coronavirus pandemic, the event was turned into a fully digitalformat in 2021. Taking a long-term view, the new digital concept was intended to be not just a temporary replacement but rather the sales event of the future – with a much wider reach and a new target-group-specific form of communication.

In terms of content, the aim was to create an inspiring stage for the complex system solution “Paint shop of the future” by Dürr and present it to various markets and world regions. The agency in charge of the project, what when why, developed an individual customer journey for this purpose, which made it possible to address the needs of the participating customers and interested parties in a targeted manner and build up a continuous path of communication.

The core of the digital event was a personalised information hub that was accessible 24/7, to which each guest had personal access – during and after the event. It brought together all the options: from livestream and product information to personal contact with the specific key account managers and product experts. With just one click, the participants could enter into a direct dialogue. A further highlight: Each detail of the Dürr innovations could be explored independently in a 3D virtual world.

The event and the 3D showroom were broadcast in 42 countries on four days and translated into nine languages. It was globally linked with the involvement of Dürr‘s regional organisations. An associated communication campaign was advertised in the respective country-specific contexts through all relevant social media and websites.


What When Why
Dürr Systems
Direction / Coordination
What When Why
Graphics / 3D animation / Media / Films
UP Designstudio
Lighting / Decoration / Catering


Engineering Industry
B2B, Digital, Learning, Pandemic, Sales, Technology, Transformation
Product Showcase, Promotion, Virtual Experience