Avnet Electronica 2022

Avnet City

Avnet City: A City of Innovation at Electronica

• Largest booth at the trade show: 2,000 m² + 500 m² mezzanine
• Built in just 12 days, working around the clock
• Brand architecture with five districts and branded “gates”

Challenge and Concept

Avnet, the global leader in electronic components distribution, decided to not only strengthen its position as an umbrella brand at Electronica 2022 but also unite the diversity and energy of its five sub-brands into a cohesive story and architecture. The challenge was to create a dynamic and memorable 2,500 m² booth that integrated the sub-brands while making the umbrella brand the central connecting element.

Our solution: the Avnet City: a carefully crafted customer journey. The "city" features five districts representing the sub-brands and an oversized “A” serving as both a gateway and a structural element, symbolizing the energy of the brands and guiding visitors into the world of Avnet.

Development

Our concept combines innovation and lifestyle, product demonstrations and professional discussions, all within a relaxed atmosphere:

• The city architecture features networking elements and central gathering points.
• Lifestyle components like a hot-dog station and a modern food court create an inviting and vibrant atmosphere.
• Demo stations, developed on the basis of our headless CMS MA.X, enable the sales teams to have all the information and materials for their products readily available—flexibly and effectively.
• The gigantic "A" is the visual and architectural centerpiece, reinforcing the brand message and providing orientation.

Implementation

With construction completed in just 12 days—around the clock— Avnet City became a highlight of the trade show. It impressed visitors with both its scale and its clear brand messaging. The demo stations were enthusiastically used by the sales teams to present products and engage with customers.

The innovative and lively brand environment, which united the strengths of Avnet and its sub-brands, captivated visitors and all Avnet stakeholders alike. All roads lead to Avnet City.