EICMA is one of the world’s leading trade shows dedicated to two-wheel mobility (motorcycles, scooters, bicycles) and everything related to accessories, technical apparel, and components.
Blauer HT (High Technology) is the technical clothing and motorcycle helmet line of the American brand Blauer, known for supplying technical garments to police and military forces in the United States.
For over 60 years, Blauer has been the leading American supplier of technical garments to police forces and selected military sectors, including officers in the U.S. Navy and special units protecting the White House in Washington. Blauer HT was later introduced as a line of advanced helmets and apparel built on technicality, practicality, and high performance.
The main objective was to attract the EICMA public through a smart exhibition effort. The stand needed to:
◾️ Be memorable, with strong emotional impact to present the brand’s creativity;
◾️ Present products in a new, unexpected way
◾️ Impress the EICMA audience with the strength and drive of Blauer’s creativity
The entire stand project was developed together with the client’s builders around a single large LED screen about 8 meters wide, leaving a dedicated frontal space so visitors could fully enjoy the perspective content.
A simple yet unique form for an event like EICMA, focused on Blauer HT’s primary communication goal: to amaze.
Thanks to collaboration with DrawLight, five 3D perspective effects with incredible scenic impact were created. Blauer allowed full creative freedom to make the immersive content as attractive as possible for visitors.
The immersive experience ran every 15 minutes, alternating with a photo presentation of new products, strategically building anticipation among the audience.
The communication objective was fully achieved, with hundreds of Instagram shares of the stand and products, and a constant crowd in front of the display:
◾️ Large number of visitors drawn to the stand through innovative communication;
◾️ Strong engagement from the public
◾️ Major hype generated around the brand and products
A project in which technology and storytelling found a functional, distinctive balance.
