Seat, IAA Frankfurt

The International Motor Show (IAA) takes place every two years in Frankfurt am Main, which is one of three major mobility trade fairs along with those of Tokyo and Paris. AMBROSIUS was contracted to implement the planning, production, assembly and dismantling of the Seat trade fair booth in Frankfurt. The construction of the booth, whose total area was 1,700 square meters on two floors, began after a planning phase of nearly two-months. In addition to the exhibit itself, the booth included a VIP area and several meeting rooms. At the client's request, AMBROSIUS integrated a "Photo Booth" containing 48 built-in cameras into the booth. The trade fair booth had a diameter of approximately five meters with a maximum height of 1.8 meters.

Apart from the short implementation time of less than three weeks, the largest technical challenge was posed by the exhibition effects for the press conference. The new Seat models were covered with special polygonal covers which automatically raised during the presentation to reveal the new models. AMBROSIUS was also responsible for the production and assembly of this presentation module.