Adam Charles Shares Insight on Siemens at CES 2025
On January 7-10, tech industry leaders and consumers alike gathered for CES 2025, the biggest tech event in the world. This year, Sparks worked on a handful of special projects, including, notably, the exhibit for Siemens.
Trade Show Executive met with Sparks CGO, Adam Charles for a closer look at how Sparks tackled this project with Siemens. Charles notes, “For me what I love about Siemens is the way they have the courage to tell the stories that matter, and we can bring that to life.”
Keep reading for closer insight.
Exhibit Highlights
The impressive, 270-degree, immersive theatre showcased brand messaging, ideals, etc. through video, allowing visitors to easily understand Siemens before diving further into the attendee journey.
Then, Siemens wanted to expand their U.S. market, so Sparks integrated real-life customer stories throughout the exhibit. This displayed “how products leveraging Siemens technology are already impacting them [clients] on a personal, community and global level,” increasing relatability to better connect with potential customers or clients.
Functionality
Positioned this year in a “stronger location,” closer to the floor’s front entrance, Siemens and Sparks wanted to design a more effective attendee experience. Siemens’ showfloor staff helped identify visitor priorities in order to guide them to the most applicable point of the journey. The teams also integrated a separate space for one-on-one meetings, which was important for Siemens to connect with B2B attendees.
Stacey Gromlich, Senior Director, Audience Engagement and Global Events at Siemens adds, “Another key component to our strategy was ensuring we incorporated dimensional engagement as everyone consumes information differently.” Attendees were presented with options allowing them to experience each scenario however best suited their learning style.
Sustainability
Remarkably, Siemens saved $1 million from last year by reusing existing materials like signage, digital screens, customer meeting spaces and more. TSE notes that this reduction of consumption and cost perfectly aligns with Siemens’ ideals and customer stories.
