Challenge
Big River Steel, a U.S. Steel company, wanted to strengthen its presence in Germany and grow in the wider European market. At CWIEME Berlin, many visitors would know little about it. The stand had to show the product range and the scale of the operation behind it.
In a new market, nobody knows how big you are until they see it.
Creative response
A stand that showed the steel and the mill behind it, with large-format video doing the work of a factory visit.
Experience
A tall suspended banner marked the stand from across the hall, and blue and white walls carried the line “Daring to re-imagine what it means to be a steel company”. Large screens ran film of the mill at work, so visitors understood the scale before they reached the counter. Behind it, a lounge with round tables gave the team space for longer meetings.
[Note — the three gallery images above are 1100px low-resolution exports in Figma, not originals. Replace with full-size files when available.]
Results
Berlin
CWIEME Berlin as the platform for Germany and Europe
Big screen
Large-format video showing the manufacturing process
Full range
Product portfolio shown alongside production expertise
Big River Steel’s scale, brought to Berlin: its products, its process and its production expertise, all on one stand.
