Innovative showroom concept.
For major moments. And unrivalled performances.

Because any staging is only as good as its underlying concept, Airbus initiated a pitch for the development of a communications and design concept for its first Group showroom to be located in Munich. A few renowned agencies were invited.
We proudly prevailed with our flexible, innovative and interactive approach. We crossed off all the customer requirements on the list: the concept is suitable for all visitors groups with different interests and time windows – from politicians, shareholders to partners and media.
We delivered on the two required modes (exhibition and event) and added a third one on top (show). All are immersive, emotional and highly informative. And they are naturally suitable for the identity of Airbus – the market leader in the aerospace industry.

We dive into the Airbus world, read hundreds of articles, browse pictures and movies. We take the benefit from our extensive aerospace experience and grasp of the industry.
We understand the company, its legacy, people, solutions, issues and messages. We develop a concept for the Group, suitable for all relevant business sectors and a number of target groups: national and international customers, suppliers, politicians, partners, the general public and employees.
A quick consensus with the customer is the result: the showroom features are innovative, informative and interactive, but not cool and reserved or distant.


Our designers extract the essence of the brand while our communication specialists develop dozens of interaction. In the meantime, we script many film-stories for the show mode. Technical experts are obviously also at work as we are operating within a new permanent building and develop an experience that is to last and captivate people for years. Safety, durability and flexibility are the key-words. We consider all relevant aspects regarding to the construction and the operation of the 700 m2 showroom. With two priorities: making Airbus’ staff life easier and the fascination of their visitors greater.


The doors open on 29th March 2017: In the showroom visitors can fully experience what the company is all about.
The discovery is really tailored to the guests regardless if they come in as a group or on their own; whether they are guided by Airbus employees or unaccompanied. The path that goes through the room obeys a non-linear yet thoroughly planned dramatic composition: we cater for different focal points and highlights, but always ensure that there is a common thread.
The light, sound and immersive films are centrally operated via a simple iPad interface. Again one of our developments. No need to call for many technicians to operate the room: the right atmosphere is one button-click away. 24/7.
Our efforts pay. The showroom is a full success and the experience is stunning. That is probably the reason why Airbus asked us right away to develop showroom guidelines for future projects.

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Innenansicht Architektur des Showrooms
700 sqm
Matthias Baumgartner
Jan Peiro, Leowerk, dots[n]beams, smmd, Burmester Event- & Medientechnik GmbH
Daniel Vogelmann