We collaborated with Gielissen to create a fully structured, large-scale stand for Rheinmetall at AUSA 2025. Our focus was to organize their extensive product lineup into clear zones while supporting strong engagement, efficient circulation, and a consistent brand message across the space.
Gonzalo Hermida
Creative Director
We collaborated with Gielissen to create a fully structured, large-scale stand for Rheinmetall at AUSA 2025. Our focus was to organize their extensive product lineup into clear zones while supporting strong engagement, efficient circulation, and a consistent brand message across the space.
Gonzalo Hermida
Creative Director
This stand was developed in collaboration with Gielissen to support Rheinmetall’s presence at AUSA 2025. The design highlights the company’s U.S. capabilities and showcases key defense systems through a structured, high-visibility layout optimized for business engagement.
This stand was developed in collaboration with Gielissen to support Rheinmetall’s presence at AUSA 2025. The design highlights the company’s U.S. capabilities and showcases key defense systems through a structured, high-visibility layout optimized for business engagement.
Creative сhallenges
The stand required integrating multiple armored vehicles, product displays and large-format graphics while maintaining a clean, organized flow. The layout balances high visual impact with functional clarity, ensuring visitors can easily navigate the space and access product information.
One of the main challenges was arranging heavy equipment within the footprint without compromising safety, circulation or sightlines. The design frames each product zone to promote visibility and support meaningful conversations with the sales team.
Creative сhallenges
The stand required integrating multiple armored vehicles, product displays and large-format graphics while maintaining a clean, organized flow. The layout balances high visual impact with functional clarity, ensuring visitors can easily navigate the space and access product information.
One of the main challenges was arranging heavy equipment within the footprint without compromising safety, circulation or sightlines. The design frames each product zone to promote visibility and support meaningful conversations with the sales team.
User experience focus
The experience was structured around clear, purpose-driven zones: hardware display, product storytelling and business meeting areas. Each section supports a different visitor need, helping Rheinmetall communicate complex information in a straightforward, accessible way.
A dedicated meeting room offers a quiet space for private discussions, while the open booth layout ensures visitors can quickly understand the offering and move naturally between touchpoints.
User experience focus
The experience was structured around clear, purpose-driven zones: hardware display, product storytelling and business meeting areas. Each section supports a different visitor need, helping Rheinmetall communicate complex information in a straightforward, accessible way.
A dedicated meeting room offers a quiet space for private discussions, while the open booth layout ensures visitors can quickly understand the offering and move naturally between touchpoints.
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