Hochbahn booth

PEEK-THROUGH PANELS FOR AUDIENCE ENGAGEMENT 👀 🤝

For Hypermotion Messe in Frankfurt, the city of Hamburg didn’t want a booth that closed itself off. They wanted an open booth that welcomed attendees in the same way their public transportation did.

the challenge

Build a trade show booth that is bold enough to represent a city’s regional transit system at a major industry trade show while being light enough to flex in the moment and minimize barriers to engagement.

Lift-off requirements:

Create an impactful, striking booth
Avoid a solid, boxed-in feel
Achieve an even glow of Hamburg red without a heavy lighting budget
Integrate a screen with minimal visual interruption
Stay light weight and sustainable
Comply to all trade show venue constraints
Flexibility for on-the-floor adjustments
Create a space meant for interaction

Production partner Gahrens + Battermann knew that ATOMIC was the one for the job. ATOMIC’s modular systems were built to be lightweight, rentable, and bold in design: exactly what this booth needed.

THE APPROACH and solution

Our talented design team used the booth footprint to propose multiple looks that would meet the ask and achieve bold, welcoming space within the constraints.

Ultimately, the team landed on a double-wall Frosty panel system with one wall open using Clover modular panels and one with bold red light diffusion using Frosty. This gave Stadtmarketing Hamburg the openness they wanted while still creating opportunity for bold red color and screen mounting for storytelling on the innovation happening in public transit.

HOW IT CAME TOGETHER:

The booth was assembled using reusable, rental modular system products that were light and efficient, including:

Clover panels with a dynamic design that mirrors both clovers and transit lines
Screen integration for dynamic content presentation
Frosty panels in between the screen integration wall to hide unsightly wires
Red lighting diffused by our Frosty panels for bold full-wall color

CLOVER: GIVING A PEEK BEHIND THE WALL

Uses our innovative SuperLever System
Modular to scale in size and application
Flexible installation options
Impactful negative space for audience engagement

See more Clover

A GLOW WITH LESS GEAR

Frosty’s translucent surface is engineered to diffuse light evenly across the panel, rather than letting it pool in hot spots or fade out toward the edges. That even spread meant Stadtmarketing Hamburg didn’t need a heavy lighting rig to get a bold, uniform wash of red across the wall. In the end, a handful of fixtures did the work. Fewer lights meant a lighter power draw, a simpler install, and real savings against the production budget.

The result: a glow that looked custom-built for the brand, achieved with a fraction of the typical work.

pivoting without the panic

The booth’s main traffic ended up approaching from
a different side than planned, meaning the booth was facing the “wrong way.”

The design’s modularity meant the team was able to make a fix in real time, opening up part of the clover-only wall to allow traffic to flow in naturally.

It didn’t take a rebuild to rise to a challenge, just a reconfiguration.

THE impact

A booth this open still had to work hard and smart when the show floor didn’t go exactly to plan. From the materials to the layout, every piece of this build was made to flex without losing its impact.

This booth design brought together everything we wanted for a strong trade show presence. It went up quickly and it was easy to connect with attendees due to the clever design. Visuals were integrated seamlessly and the red lighting kept the booth on brand while standing out on the floor. Being able to reconfigure the set-up was an unexpected bonus that made the show that much more effective.
– Gahrens + batterman

THE ULTIMATE IMPACT:

With this exhibit space, the city of Hamburg was able to effectively engage important stakeholders, showcase industry innovation, and meet the audience where they were. It proved what modular can do on the tradeshow floor: make a booth flexible, open, sustainable, and unforgettable.