Bigger, smarter, hotter – that’s what Markforged engineers say about their FX20. A world fist in 3D printing presented by the American company at the Formnext trade fair in Frankfurt. At Markforged people are passionate about printing; Engineers are convinced that additive manufacturing can revolutionize entire industries and a digital platform that connects 3D printers, software and materials.
Markforged has grown fast since it was founded in 2013 as a dynamic young start-up. Their enthusiasm is fuelled by an unwavering belief in their products and, above all, the benefits they hold for the industry. First and foremost, the new flagship product: The FX20 – the largest, fastest and most intelligent 3D printer that Markforged has produced to date.
Planning for the trade fair stand at Formnext was carried out in the same way as with the Markforged 3D printers: First came the design, then the reality. Since satis&fy could frame the entire process in-house, the first step lay with Creation. Even before the first rendering, considerations about the stand’s placement and the individual circumstances entered the design process:
In addition, we acted with a “international mindset” both in the planning and implementation process. Because at Markforged – as an American client without a branch in Germany – it was important for us to offer not only our logistics, but also our consultancy competence: Which existing exhibition equipment should be shipped from the USA? When is it more sensible and more sustainable to rent equipment locally in Germany? How do we adapt the booth’s design to the introduction of the FX20 to the world and the European market while meeting customer requirements: real interaction and interactivity at the booth, space for meetings, discussions and exchanges, a “stage” for the FX20?
„Markforged has long had yellow as an accent color in their CI, but rarely used it. It was ideal for the exhibition stand and not only because it emphasizes the brand’s USP!”
A highlight of the brand new FX20 is the striking yellow ring made of endless carbon, with which the 3D printer encases the elements to be produced. It quickly became clear to us that this highlight should lead the design. A yellow outline as an eye-catcher around the 220-square meter stand and well thought-out color accents are the striking results of this consideration.
Our Creation team: “Markforged has long had yellow as an accent color, but rarely used it. It was ideal for the exhibition stand and not only because it emphasizes the brand’s USP. The human eye can perceive yellow best, because it lies exactly in the middle wavelength range of the color spectrum. We also found out that only one other exhibitor in the hall works with a yellow shade on their stand. Perfect for drawing attention to Markforged.“
After our consultation, the customer changed their mind for a main stand with an extended streamline space inside, open to trade fair visitors on three sides.
“The placement at the trade fair was actually perfect, but with the concept initially envisioned, majority of the visitors would have walked towards a side wall of the stand – not ideal obviously. With the new design, Markforged was able to centrally welcome interested parties and directly interact with them. Exactly as requested,” continues the responsible person from the creation team.
The aim was to combine the brand’s USP, customer wishes and trade fair requirements into one design piece. In accordance with the principles of 3D printing and additive manufacturing, layer by layer was carefully laid on top of one another. To achieve this without delay and hurdles, all relevant departments at satis&fy worked hand in hand. Smooth communication was important because there were only 6 weeks from the first customer inquiry to the start of the trade fair. The creation team was in constant contact with project management, production and our experts for scenery, light and audio.
“Because of the tight schedule, it was incredibly beneficial to outline the entire process in-house. We see ourselves as a vertical event service provider where all departments work together. Just how well this works was displayed very nicely in this project. Creation’s ideas could be discussed directly with the Secnic and Fabrication team and checked for feasibility. That resulted in fewer coordination rounds and eliminating time loss and therefore less stress for everyone, ” says Julia Böge, project manager of this production.
The final stand has proven that:
Whether you want a stand that strengthens interaction with your customers through interactive elements and multi-touch solutions, a trade fair appearance that makes your product emotionally tangible with great ease, or one that follows an ecologically and socially sustainable approach:
We design exhibition stands of the highest quality and design. We combine technical know-how with outstanding structural craftsmanship for a coherent and authentic brand experience.
What has always driven us? The WOW factor! Because that’s what it’s about, isn’t it?
Photos: Anna Imm Photography