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Exhibition stand for AGCO with several sub-brands at the Agritechnica 2019

Thirteen brands under one roof with gigantic exhibits and individual corporate designs.
  • AGCO Corporation
  • Agricultural machines
  • 6000 m²
  • Agritechnica 2019
  • Holtmann
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Holtmann was commissioned by AGCO to develop a stand concept in which thirteen of the company's brands could be perfectly presented.

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The overall concept for this large exhibition stand was developed across all brands. Waves were used as a connecting element between the various subsidiaries. These specially produced brand banners were always visible behind the brand logos in different colors and designs, so that the brands could be understood as separate suppliers, but the similar design closed the loop to the overall brand.

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Holtmann developed a brand experience for AGCO that bridged the gap between people and machinery. The three mega-brands Fendt, Valtra and Massey-Ferguson were presented in their own corporate design, while making sure that the connection to the AGCO Corporation did not fade into the background.

Due to the short set-up time available for this trade fair, a larger than usual project team was deployed. Each of the thirteen brands had its own project lead, who kept track of the major venture. In addition, many specialists and skilled workers from a wide range of trades were deployed under our coordination. Above all, the hard-working installation teams, lighting and sound specialists and the many helping hands should receive some praise here. Thanks to the excellent teamwork, we were able to complete the project well before the start of the fair. The customer was thus extremely satisfied, reassured and they were able to prepare themselves in a relaxed manner for their own trade fair work.

Our coordination and management of the various trades as well as the perfect project management led to an all-round successful result and a happy customer who has already used our services again: For the FIMA in Zaragoza (Spain) in February 2020, a new exciting trade fair presence is planned.

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"Thank you Holtmann, never before have we been so relaxed two days before the show as this time."
David Friedman, Director Multi Brand Strategy and Brand Governance, AGCO Corporation
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