success stories
ABB INTERNATIONAL EVENT
When ABB, a global leader in automation and technology, set out to launch their latest range of smart home products in Egypt, they turned to Ment for a fully integrated event experience. With the primary objective of introducing their products to potential customers, partners, and industry experts, ABB envisioned an event that combined education, engagement, and networking. Ment took on this challenge with a meticulous approach, creating a sophisticated mini-expo that enabled ABB to demonstrate the real-world benefits of their products in a memorable and impactful way.
Ment played an instrumental role in bringing ABB’s vision to life, managing every aspect from concept development and design to on-site execution. Given the prestigious setting at Waldorf Astoria Heliopolis and the extensive 9m by 30m venue space, Ment designed a layout that maximized functionality and engagement. The space was divided into two primary sections:
Ment’s Role in Designing a Seamless Experience
Real Home Simulation: In a 10m by 7m space, Ment constructed a fully functional, life-sized home that served as the heart of the experience. This immersive setup allowed guests to interact with ABB’s smart home solutions in a realistic context. Each product—from lighting and climate control to security systems—was integrated seamlessly, providing a hands-on demonstration of ABB’s capabilities. The home setup was designed to reflect the elegance and efficiency of ABB products, ensuring guests could not only see but also experience the convenience and innovation offered by smart home automation.
Product Exhibition Booths: The remaining area featured 36 booths, each measuring 3m by 3m, where ABB product managers and teams presented the full spectrum of smart home solutions in detail. Each booth was tailored to showcase a specific product, equipped with interactive displays and informational materials that enabled guests to explore the technical aspects of ABB’s offerings. Ment ensured that the booth layout was optimized for easy navigation, facilitating a natural flow of traffic and allowing guests to engage with each product expert without overcrowding.
Execution Highlights
Custom Design and Build: Ment’s design team meticulously planned each element of the event, from the realistic home simulation to the branded booths, aligning with ABB’s brand aesthetics and technological ethos. Every detail, from lighting to furniture, was selected to enhance the guest experience.
Interactive Engagement: By simulating a fully functional smart home, Ment enabled ABB to offer guests a truly hands-on experience. Guests could control lighting, adjust climate settings, and interact with security features—all through ABB’s smart technology, reinforcing the products’ usability and benefits in daily life.
Professional Networking: Beyond product demonstrations, Ment crafted an environment that encouraged networking between ABB’s product experts and attendees. Strategically placed networking areas and guided interactions facilitated deeper discussions, ensuring that guests gained a comprehensive understanding of ABB’s offerings.
Results and Impact
The ABB International Event and Exhibition was a resounding success, achieving its goals of raising brand awareness, educating the market, and strengthening relationships. The immersive environment, coupled with product expert insights, created an engaging and informative experience that positioned ABB as a leader in smart home innovation.
Key outcomes included:
Increased Engagement: By providing an interactive experience, Ment successfully captured the attention of all attendees, resulting in high levels of engagement and prolonged interaction with ABB products.
Enhanced Brand Perception: The meticulous attention to detail and premium setup of the event space highlighted ABB’s commitment to quality and innovation, leaving a strong impression on guests.
Boost in Foot Traffic and Interest: The unique setup attracted a substantial number of visitors and increased foot traffic, with guests expressing interest in future partnerships and installations.
Through its partnership with ABB, Ment delivered a polished and impactful experience that not only showcased ABB’s smart home technology but also underscored the brand’s vision for a connected, innovative future.