Exhibition Concept - Sany Heavy Industry
Exhibition Concept - Sany Heavy Industry from Rob Atkinson
Exhibition Concept - Sany Heavy Industry

Sany Heavy Industry company is the largest Chinese and sixth largest global construction machinery manufacturer. Sany wanted to showcase its construction heritage, product innovation and global reach at the Bauma China, an international construction exhibition held in Shanghai. It needed an exhibition stand that communicated its technology, quality and rapid growth with a rich sense of social responsibility and sustainable construction methods.
With multiple access routes the booth was designed as a giant stage backdrop visible from both near and far, providing a striking backdrop for Sany product displays.
Elevated platforms were created with panoramic views for product launches, visible to both VIP and business guests.

The total area of the pavilion was 10,500 m2, divided into and indoor and an outdoor booth. The Indoor booth covered an area of 4,500 m2, with 1,600 m2 built area split across two floors, and a 200 m2 stage area supported by a large scale LED screen.

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The main administrative block incorporating meeting and press facilities with a brand store and rooftop garden
User engagement platform for communicating the brand messaging of 'First class commitments', to Enterprise, staff and the environment
Posters with QR coding scanned to relay information about technological aspects of each vehicle. This was all accessible through a purpose-designed app for the Bauma show
Axonometric, showing the proposed distribution of vehicles and specialist divisions. Around this elevated platforms ran across the entire length of the perimeter
Plan layout indicating the footprint of the 10 500 square meter site, the internal and external areas and the multiple access points for visitors onto the stand.
Due to the multiple access points the brand had to therefore work from all angles and reflect the muscular qualities of a heavy construction company
Entrance platform to raised walkway deck indicating the large-scale branding opportunities across the length of the installation
Walkway entrance with sweeping ramp to take guests effortlessly up to the raised platforms.
The central admin block designed as a disassembled kit of parts that can incorporate a multi-level atrium, lift well, rooftop garden and overlapping canopy
Integrated Administration block and sales offices, which both have a raised deck for customers and invited VIP's. A large totem emerged from the central atrium to communicate the 'First Class' brand message of Sany
Raised walkway devised as a interchangeable kit of parts that could be reduced or expanded according to show requirements globally. This would minimise production and installation time, and create a sustainable platform that would reduce waste.
The modular nature of the walkways were based on an abstracted number '1', extruded and adapted for interchangeable configurations
the tessellated patterning was a further abstraction of their logo creating a translucent screen that maintained privacy and visibility. This approach also applied to the interior offices
The centrepiece of the interior exhibition, an interactive that uses holographic technology and touch screens to show the assembly processes behind large-scale constructions and how Sany technology is involved in every step.
Touch table and brand pillar to communicate Sany world class enterprises. This was an important interactive to show Sany's global reach and scale of their construction projects.
A proposed touch screen to be installed beyond one of the main entrance areas to introduce Sany's people stories and as a potential recruitment tool.
A downloadable app would allow scanning of QR codes to vehicles on stand enhancing visitor knowledge and creating a database of interest and enquiry
Information about the scanned cards on site, which could be used at specific digital totems to find out further information and generate product enquiries without the need for manned sales areas
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Exhibition Concept - Sany Heavy Industry

Sany Heavy Industry company is the largest Chinese and sixth largest global construction machinery manufacturer. Sany wanted to showcase its construction heritage, product innovation and global reach at the Bauma China, an international construction exhibition held in Shanghai. It needed an exhibition stand that communicated its technology, quality and rapid growth with a rich sense of social responsibility and sustainable construction methods.
With multiple access routes the booth was designed as a giant stage backdrop visible from both near and far, providing a striking backdrop for Sany product displays.
Elevated platforms were created with panoramic views for product launches, visible to both VIP and business guests.

The total area of the pavilion was 10,500 m2, divided into and indoor and an outdoor booth. The Indoor booth covered an area of 4,500 m2, with 1,600 m2 built area split across two floors, and a 200 m2 stage area supported by a large scale LED screen.

Rob Atkinson
Design Director at Imagination London, United Kingdom