KUKA MEDICA 2021

KUKA: Hybrid Brand Experience

A Key Step into Hybrid Live Marketing

• Hybrid format: Trade fair booth and digital showroom
• Precise digital representation of robotic functionalities
• Digital staging based on engineering data

Challenge and Concept

Post-pandemic, KUKA faced the challenge of presenting its Medical Robotics at MEDICA 2021 through an innovative format combining physical and digital experiences. The goal was to make robotics accessible, emotional, and interactive—both on-site in Düsseldorf and virtually for a wider audience.

Our solution: A hybrid experience merging a physical trade fair booth with a digital showroom into a cohesive brand experience. A clear storyline showcased the robots' USPs and emphasized KUKA's innovative potential.

Development

The trade fair booth adopted KUKA's polygonal design language to convey precision and innovation. Simultaneously, a virtual space was created, digitally replicating the real showroom in Augsburg and its operating room environment. Interactive discovery paths and precisely simulated robotic movements brought the machines to life. All relevant information was conveyed accurately and effectively. A gaming-style navigation system guided users through the scene, complemented by pop-up windows for in-depth details.

Implementation

The hybrid presentation was a great success. The physical booth and digital showroom [Link] together created a cohesive brand experience. At MEDICA and Automatica 2021, the technologies were accessible, informativessssssssssss, and inspiring—a milestone for KUKA's hybrid live marketing strategy.