MESO – DMG Mori Seiki: Content-driven super-sign for industry fairs

Austrian B2B agency Montfort Werbung commissioned us with the conceptualization, design, technical planning, programming, and implementation of a media tower for machine tool manufacturer Gildemeister (now DMG Mori Seiki). The exhibits were premiered at the 2011 EMO fair in Hannover.

It was an exciting conceptual challenge to create a multimedia sculpture which would simultaneously guide visitors in the hall to the site through its long-range impact, inform passive guests at the stands, and allow active users a playful experience of DMG Mori Seiki products. Together with the team from Montfort Werbung, we developed the concept of a 6 m tall media tower, which was realized by Satis&Fy.

The tower peak consists of a 250 cm tall cylinder of LED panels. Logos, core messages, and abstract animations, which recall the typical DMG Mori Seiki signal lights, run across this cylinder and can be seen at a great distance. We included a functionality for special staff to send text messages and greetings to be displayed on the cylinder.

The middle level of the tower is composed of 18 synchronized full-HD flat-screen monitors, thus establishing a full 360° screening (at a whopping resolution of 11,520 x 3,240 = 34 megapixels, at 60 fps). Here, the visitors to the stand can learn about the advantages of DMG Mori Seiki products. The contents in this area change dynamically depending on the decisions of the users. These animated information panels form the output of an interactive game which is played at the base of the tower.

Our key visual, a glassy swarm of particles which mimics a typical machine tool ballet, runs in sync on all of the tower’s media. This key visual and the extensive, device-specific color calibration on site provide an impressive, homogeneous media sculpture.