LIGNA 2025

LIGNA 2025 was a true highlight for the woodworking industry, marking its 50th anniversary at the same time.

This was the place where innovators, industry leaders, and creative minds came together to show and discuss the latest developments. From state-of-the-art machinery and sustainable materials to digital solutions – the fair offered a comprehensive spectrum of innovations. With 1,433 exhibitors from 49 countries and a total of 78,000 visitors from 156 nations, Hannover once again became the showcase for industry trends. In this setting, Siempelkamp had the opportunity to present itself impressively – with FACE2FACECOM. as the lead agency bringing this vision to life. For the second time already.

Setting Goals

Building on the impact of 2023, we worked with our client to clearly structure the objectives:

• Increase brand awareness: Position Siempelkamp as a leading provider of complete plants for the wood-based materials industry.

• Strengthen customer relations: Engage existing clients and establish new contacts.

In addition, there were current challenges such as the brand relaunch: a new brand identity, an updated logo, a revised corporate design, and a consistent naming structure all had to be purposefully implemented into the architecture.

The highlight topics of sustainability and digitalization were to be made even more tangible and impactful than in 2023.

Creativity Meets Strategy!

The thematic approach: “Smart. Sustainable. Siempelkamp,” served as our guiding principle for the entire booth. Sustainability was clearly at the forefront: we were able to reuse almost 80% of the materials from 2023, having deliberately focused on quality the previous year. This allowed us to adapt a proven look and feel without having to compromise on innovations and necessary updates.

Interactive elements are particularly important for smart applications. We developed an AR experience to showcase Siempelkamp’s sustainability initiatives.

This year, the brand islands conveyed the new brand strategy: #WeAreOneSiempelkamp. No longer separate companies under one roof, but a single company with specialized brands.

Visual Appeal!

The monumental island booth, a two-story structure covering 772 sqm, was both open and inviting. Smart visitor guidance through zoning is a must given the many thematic areas. We created separate spaces for presentations, meetings, and product demonstrations. The hospitality area on the upper floor provides a retreat for in-depth discussions.

A machine manufacturer without a machine at the booth? That’s only possible through highly targeted multimedia integration: AR applications, touch kiosks, and extended reality monitors seamlessly integrated into the booth areas provided Siempelkamp with an ideal platform to showcase innovation.

Innovations 2025!

Together with our client, we developed an augmented reality experience focused on recycling – visitors could dive deep into the interior of the Siempelkamp Recycling Tower using a MetaQuest3 headset. The immersive experience was based on projected content integrated into the booth architecture, AI-generated voice-overs, and numerous calls to action that engaged visitors to touch, listen, see, and marvel.

Visitors could experience the control room of the future through our multimedia presentation. The clever interplay between touch input and large-format output offered a glimpse into the future of operations in control centers – an offsite version was later developed as a practical tablet app for continued use.

Efficient Planning!

FACE2FACECOM. acted as the general contractor for this massive project.

In addition to our core role as the lead agency – project management – we were fully responsible for all areas: exhibition construction, AV technology, digital content creation, catering, service, logistics, lead management, and communication with the trade fair organizers.

WORK HARD - PLAY HARDER.

Legendary Booths Need Legendary Partys. The Siempelkamp LIGNA party was one of them. True to the motto “Work Hard – Play Hard,” we designed an extravagant evening for Siempelkamp and a selected group of clients. 350 guests celebrated in style at the former Belgian Pavilion near the trade fair. Culinary delights were served at various food stations and bars, and dancing continued late into the night.