The Task
The 120 m² stand for OBO Bettermann at BAU Munich 2025 was booked - with a clear objective: to target architects and skillfully showcase the company's own products. To coincide with the launch of a new campaign, OBO is now also positioning itself as a design brand - a claim that the trade fair stand should also reflect.
In line with the new trade fair stand for BAU 2025 in Munich, the sales and trade fair team was also to be trained - for confident communication on a personal level and a better understanding of the target group. The training was intended to sensitize the team to the specific expectations of this target group and provide them with practical tools for the right approach.
The collaboration with hej.build was consistently professional and extremely pleasant. The team not only understood our requirements, but complemented them perfectly with creative ideas and efficient implementation. We are more than satisfied with the result and look forward to future projects. — Matthias Gerstberger, Director of Marketing
The Solution
From brainstorming and conception to visualization, we developed a stand concept for OBO that combines clear structures with open communication spaces. The design was based on the visual habits of the target group and specifically showcased OBO's solutions. Reduced but concise presentation areas drew the focus to the essentials and turned the stand into a place for exchange and interaction. Thanks to the close cooperation with the stand builder, the exhibition stand was planned and implemented to the complete satisfaction of everyone involved.
In addition, a compact, five-hour remote training course was held for the OBO trade fair team shortly before the trade fair. A total of 14 participants from the trade fair and sales team were intensively prepared for targeted communication with architects. The training covered theoretical basics such as “What makes architects tick?” as well as practical tips that could be applied directly at the trade fair.
A special focus was placed on conducting discussions: How do you get off to a good start in a trade fair discussion? Which arguments are particularly relevant for architects? And what mistakes should be avoided at all costs? The training provided specific dos and don'ts and gave participants confidence in dealing with the target group.
Overall, it was therefore possible to ensure target group-oriented communication at all levels - both through the design of the trade fair stand and on a personal level in conversation.
Our Services
🎨 Concept development: Development of a conceptual guiding idea for the trade fair stand with a focus on the target group of architects - including a clear structure and design orientation.
🛠 Planning: Detailed planning of the exhibition stand and the individual areas, including furnishing suggestions and functional interior design.
📐 Visualization: Creation of mood boards, 3D visualizations and pragmatic design plans to clearly illustrate the concept.
💬 Training: Targeted preparation of the trade fair team through practical training - with a focus on understanding target groups, conducting discussions and interaction strategies.
And that's what OBO does
OBO Bettermann offers comprehensive solutions for cable management in buildings - from power distribution, surge and fire protection to data and network technology. The product portfolio includes installation systems for floors, walls and ceilings, high-performance support systems for cables as well as protection and connection solutions that ensure a safe and efficient infrastructure.
