Maxus, IAA Transportation Hanover

If you sell vans, you want people to get close to them. So the Maxus stand at IAA Transportation in Hanover is, above all, open: 400 square metres with nothing between the vehicles, so visitors can walk round every model, open the doors and climb in. The brand hangs above it all: overhead banners with the logo, visible from across the hall without costing a single square metre of floor. Large graphic walls put the message where people naturally pause, and the lounge with its counter is where the conversation continues, a few steps away from the vehicles. It is an approach that works wherever products need room to be walked around, from machinery to furniture.