Client Spotlights
McLanahan
Corporation
Show: Bauma
Location: Messe Munich, Germany
Industry: Construction
Show
Overview
Bauma is the world’s largest construction equipment and engineering trade show in the world, drawing over 3,700 exhibitors across 614,000 sq. meters of exhibition space. Over 620,000 visitors attend this show every 3 years from over 200 countries, eager to learn the construction equipment and engineering technologies which will redefine the industry for the next 3 years.
Concept &
Design
BAUMA is a big deal for McLanahan. They’ve been around since 1835, and this show was their chance to remind Europe of their legacy, experience, and cutting-edge tech. So, what did they need? A double-deck exhibit that screamed “We’ve been doing this since forever” while making sure their machinery took center stage. Oh, and they needed a wall—because no one wants to share their spotlight with the neighbors.
Challenge
McLanahan was on a mission to make a big splash, but they had a lot to juggle: showcasing massive equipment, creating space for meetings, incorporating video, and, of course, impressing visitors. Add in the fun of European trade show rules, language barriers, and a whole new audience, and they were a bit overwhelmed.
They needed a partner who “got” their brand and understood the European market’s importance. Oh, and they didn’t want to get passed around like a hot potato. They needed consistency, someone they could trust from start to finish. Enter Absolute Exhibits in Germany.
Solution
Absolute Exhibits delivered a sleek, double-deck booth that ticked every box: plenty of meeting spaces, killer marketing opportunities, and a semi-private space to showcase McLanahan’s machinery. The exhibit featured a giant video wall blasting their marketing video, with graphics guiding visitors through the McLanahan story. It wasn’t just a booth—it was a journey.
Inside, the machinery was front and center, drawing eyes from every corner of the exhibit. Upstairs, a glass-encased meeting room and a comfy lounge provided the perfect spot for more private conversations, with seating below to keep the flow of visitors moving. To top it off, outdoor wooden floor tiles created a stylish pathway leading people from the machines to the meeting areas—like a red carpet, but more industrial chic.
Results
The exhibit? A total hit. Thousands of visitors flocked to McLanahan’s booth, and thanks to Absolute Exhibits’ European team, everything ran like clockwork. The local crew handled forms, translations, and all those pesky European guidelines, while McLanahan got the same VIP treatment they’re used to back in the U.S.
Testimonial
“Absolute Exhibits truly understands our brand,” said Andrea Ritchey, Director of Marketing and Communications. “Their European team made the whole experience easy. They’re a ‘yes’ company, always focused on solutions and meeting our expectations, show after show. That’s why we keep coming back.”