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FRUIT LOGISTICA, held annually in Berlin, is a premier trade fair for the global fresh produce industry, encompassing the entire value chain from seed development to packaging and logistics. The event highlights key segments such as Fresh Produce, Machinery & Technology, and Logistics, with a strong emphasis on Smart Agri and Greenhouse technology. Attracting exhibitors from over 90 countries and trade visitors from 140 countries, FRUIT LOGISTICA serves as a vital networking hub for industry leaders and decision-makers.

MSC's Role and Objectives

MSC (Mediterranean Shipping Company) participated in Fruit Logistica 2024 to showcase its specialized shipping services for fresh fruit, emphasizing its capabilities in maintaining quality from grower to final destination. MSC's extensive network and advanced reefer technology are crucial in ensuring the optimal conditions for perishable goods during transit. Key highlights of MSC's offerings include advanced temperature control using technologies like StarCool® CA and XtendFRESH®, flexible and scalable door-to-door logistics solutions with a global reach, and a strong commitment to sustainability through investments in greener technologies and chemical-free disinfection methods such as Cold Treatment.

Introduction

Fruit Logistica 2024 attracted 60,000 visitors from around the globe, solidifying its status as one of Europe's largest fruit trade shows. MSC, a global leader in shipping, aimed to make a significant impact at the event. To achieve this, MSC commissioned Team Hoynck to design and manage its exhibit, with the goal of creating an immersive and sustainable experience that would resonate with the fair's international audience.

Project Overview

The primary objective was to craft an exhibit that not only highlighted MSC's global reach but also underscored its commitment to sustainability. This involved developing an immersive experience area and integrating sustainable materials into the exhibit design. Team Hoynck meticulously planned and executed the project to ensure the stand met and exceeded MSC's expectations, contributing to a successful presence at the event.

Sustainability Focus

The main focus of the exhibit was on the topic Sustainability. The stand featured four green walls with live plants, supported by a full infiltration system to maintain plant health throughout the event. These green walls not only added a natural aesthetic to the stand but also demonstrated MSC's commitment to environmental sustainability. Moreover, post-event, the plants were returned to growers for reuse in other interiors or trade shows, reflecting the shared commitment of MSC and Team Hoynck to reducing waste and promoting the reuse of materials.

Design and Execution

The Immersive Experience Area was a crucial aspect of the stand, designed to engage visitors with innovative and interactive displays. The setup included a cohesive screen arrangement that appeared as a single large display, enhanced by a central touch screen for interactive elements. This synchronized system created a dynamic and visually engaging environment, allowing visitors to explore MSC's services and sustainability initiatives in an interactive manner.

Client Collaboration and Impact

Throughout the project, MSC and Team Hoynck maintained close communication to ensure the final design aligned with MSC's branding and sustainability goals. This partnership allowed for creative freedom while adhering to practical sustainability measures, ensuring that the exhibit was both innovative and eco-friendly. The exhibit attracted significant attention, reinforcing MSC's brand presence and dedication to sustainability. The innovative and eco-friendly design elements captivated visitors, leaving a lasting impression. The success of the exhibit not only highlighted MSC's shipping services but also emphasized its role as a leader in sustainable logistics solutions.

Conclusion

Fruit Logistica 2024 provided MSC with a platform to demonstrate its capabilities and commitment to sustainability. The collaboration with Team Hoynck resulted in an engaging and environmentally conscious exhibit that stood out among the numerous participants. By integrating advanced technology and sustainable practices, MSC successfully conveyed its message to a global audience, strengthening its position in the fresh produce shipping industry. This case study underscores the importance of innovative and sustainable exhibit design in enhancing brand presence and achieving business objectives at major industry events.

Dive into the experience with Sales Manager Pim Lambregts as he guides you through the stand in our exclusive video tour: Watch video
Find more pictures of the stand here: Project pictures