Mancity 2024 IFA Berlin
Global Exhibition
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Midea Mancity 2024 IFA Berlin
Global Exhibition
Project Background
At IFA 2024 in Berlin, Midea captivated attendees with a vibrant Manchester City-themed zone(Mancity Zone) at its booth. The setup blended the excitement of football with innovative home appliances. A lawn-inspired floor and a drum washing machine drew attention, while robotic vacuums navigated gracefully across a football-field-inspired table. As an official partner of Manchester City, Midea created this immersive experience to connect its cutting-edge technology with sports enthusiasm. Guests were invited to interact with the products in a fun and engaging way. Through this, Midea showcased the superior performance and enhanced functionality of its everyday appliances.Our Solution
Brands participating in home appliance exhibitions often strive to create a seamless fusion of space and technology. However, Midea set itself apart by showcasing not just the best, but something truly unique—an event space that cleverly combined sports and appliances. By offering a delightful and unconventional experience within the brand space, Midea ensured that attendees would not only remember the fun but also view home appliances from a fresh perspective.As Europe’s most beloved sport, football became a unifying attraction at Midea’s booth, resonating with attendees worldwide. The interactive Manchester City-themed zone was thoughtfully crafted to encourage participation, fostering a welcoming and inclusive atmosphere. A standout feature was the replica Manchester City locker room, complete with photo opportunities alongside the iconic trophy, offering a fully immersive experience. Midea’s booth drew 30,643 visitors, with 4,226 actively engaging in the Manchester City event. This innovative concept captivated audiences and strengthened Midea’s brand image, ensuring a distinctive and memorable experience.
- Creative Strategy & Attendee Journey Mapping
- Division within the Booth into a Conceptual Zone
- Comprehensive Booth Design, Fabrication, and Construction
- HR Management & On-Site Supervision
- Over 30,000 Visitors, 4,226 Direct Engagements
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