Automotive trade fairs

The story:

Our partnership with ArcelorMittal began before 2008, when we organised prestigious symposiums bringing together industry leaders and steel specialists. The 2008 financial crisis, however, forced the cancellation of major events worldwide, presenting us with a strategic challenge that reshaped our approach. Instead of accepting these constraints, we proposed a bold concept: if the audience could not come to ArcelorMittal, we would bring ArcelorMittal to its customers. This idea led to the creation of the 'Innovation Days' and 'S-in Motion' events, initiating a mobile exhibition strategy across Europe.

Building on this momentum, the concept evolved into 'Tech Days', designed to showcase steel technologies directly at customers’ premises. These focused, high-impact events target key automotive partners such as Renault, Toyota and Audi, combining product exhibitions, technical conferences and live demonstrations that allow teams to experience innovations first-hand. This customer-centric approach goes beyond traditional trade shows, creating tailored experiences that strengthen relationships while highlighting technological advances.

The 'Tech Days' concept also required a reusable and sustainable exhibition solution that could be transported efficiently while maintaining premium standards. Our early collaboration with traditional stand builders highlighted the need for a more sustainable and flexible solution. To address this, we established a strategic partnership with BeMatrix, a Belgian company renowned for its modular, eco-friendly systems and its ISO 9001, 14001 and 20121 certifications. In 2018, we invested in BeMatrix modular equipment, enabling quick deployment of customised stands at multiple conferences and trade shows such as EuroBlech, SCT, IZB, EuroCarBody and IABC. Even in challenging years, this approach has allowed us to design around 50 stands in five years, demonstrating resilience and adaptability.

Among the solutions we introduced is the integration of 3D holographic technology for product presentations. This visualisation allows ArcelorMittal to present complex steel products with exceptional clarity, creating memorable experiences and reinforcing its innovative positioning. To support the demands of these exhibitions, we have deployed a dedicated on-site team including a technical manager and four multi-skilled technicians, ensuring consistent quality, rapid support and a deep understanding of ArcelorMittal’s evolving needs.

What began with traditional symposiums has evolved into a comprehensive exhibition strategy combining customer-focused events, sustainability, cutting-edge technology and dedicated service. ArcelorMittal’s continued trust for more than 15 years reinforces our approach and drives us to pursue excellence in every project.