Hosting the world

Siemens at the Hannover Messe, 1947–2019 

Presenting to the world: Siemens will once again show off innovative products and solutions at the 2019 Hannover Messe. Join us on an exciting trip back across seven decades of trade show history, and see how the face of Siemens has changed – from the early days to today. 

Every year the world's leading trade fair for industrial technology, shines its spotlight on a chosen Partner Country. At Hannover Messe 2019, that country is Sweden

The 1940s: Beginnings

How it all started

The impetus came two years after the end of World War II. Organized at the initiative of the British military government, the first export fair in Hanover (since 1961: the Hannover Messe) ran from August 18 to September 7, 1947. The nearly 1,300 participating companies – all from Germany – were spread across five exhibition halls. Siemens participated, too. 

Postwar conditions had a major impact on the early export fairs. Visitors tended to be very focused and were “generally interested only in what is available again. For this, displaying products in a very straightforward manner is perfectly adequate.” The Siemens booth was correspondingly simple:  Due to limited financial resources and a lack of suitable materials, the Siemens exhibition comprised a simple display of individual products arranged side-by-side.

In the spring of 1949, the company’s individual factories showcased their products on some 200 square meters in Hall 4. This sober presentation style was not to everyone’s liking: a contemporary observer criticized the Siemens booth for being "crammed with equipment, every department wanting to show as many available devices as possible. The objective, of course, was to obtain new export orders." The booth looked more like a warehouse.

The 1950s: The "Economic Miracle"

Eyes on the world market

The tradeshow quickly became a symbol of the German Economic Miracle – and companies began looking beyond the domestic market. In 1950, international companies also began exhibiting at the renamed "Deutsche Industrie-Messe."
The 1960s: A transformation

Innovations presented in new ways

As markets became more dynamic, customers’ needs for information grew and Siemens realized that its exhibition and trade show design would have to be upgraded. 
The 1970s to 1990s: The dawning of the Information Age

Keeping up with the times

Growth continued, and the design changed. At the beginning of the 1970s, the contents and layout of the Siemens booths, which now covered nearly 7,200 square meters, were completely revamped. 
1997: Siemens at 150

The year of two anniversaries

A double anniversary: the Hannover Messe and Siemens both celebrated birthdays in 1997. For the world’s largest industrial tradeshow, it was the 50th anniversary. For the electrical company, it was the 150th. To honor the occasion, Siemens installed a forward-looking exhibition entitled "Fascinating Future" in its 8,000-square-meter pavilion. Highlights of the special exhibition in Hall 25 included a 70-meter time tunnel through 150 years of Siemens history and a 3D cyberspace tour of the factory of tomorrow. Interested parties unable to attend the tradeshow in person could now experience the Siemens booth in 3D for the first time via the Internet.
The 2000s: The breakthrough of digitalization

Focus on industry

In 2007, the Hannover Messe AG and the national competitiveness initiative "Germany – Land of Ideas" joined forces with political leaders and the business and scientific communities to launch the TectoYou young careers initiative. The aim of the initiative, which was associated with selected tradeshows, was to interest young people in technology and present them with exciting career perspectives.

 

As one of the main sponsors – and the largest exhibitor at the Hannover Messe – Siemens took part in the initiative and enabled some 1,000 students to travel to Hanover.

In 2011, the Hannover Messe – and, thus, the Siemens exhibition also – were devoted to Smart Efficiency. At its main booth in Hall 9, the company’s Industry Sector showed how resources could be efficiently used and productivity potential realized in everything from plant design to plant operation. In other halls, Siemens showcased products, solutions and environmental technologies that could enable customers to increase the efficiency of their systems.

 

The booth covered 4,200 square meters and took 25 days to build. It was all over in five days. But "after the show" was also "before the show." And attention was already turning to the organization of the 2012 event. Siemens’ tradeshow team began making concrete plans for the company’s main booth at the next year’s event in July 2011.

In 2016, the United States was the Hannover Messe’s partner country for the first time in history. U.S. President Barack Obama joined German Federal Chancellor Angela Merkel in opening the tradeshow. Together, the two leaders also visited the Siemens booth, whose motto was "Ingenuity for life – Driving the Digital Enterprise."

 

At the tradeshow’s largest single booth, Siemens presented an overview of its comprehensive portfolio in the fields of electrification, automation and digitalization, including numerous innovations in power distribution, automation systems, drive technology and industry software. A large number of practical examples provided visitors with a clear insight into how companies could profit from the merging of the real and virtual worlds.

In 2018, more than 100,000 visitors toured Siemens’ exhibition, whose motto was "Digital Enterprise – Implement now"! On 3,500 square meters of exhibition space in Hall 9, 

Siemens showed how companies of any size can use the Digital Enterprise portfolio in various industries to secure real competitive advantages. The focus was on further expanded range of offerings for the Digital Enterprise – with solutions featuring greater flexibility for design, manufacturing processes and structuring. 

 

For the development of cloud applications, Siemens was blazing new trails at Hannover Messe 2018, where – together with customers and partners – the company used the MindSphere Lounge 

at its booth to present the latest developments and applications for MindSphere 3.0. In addition, as part of the MindSphere Open Space Challenge, external developers and startups were collaborating openly to craft creative approaches for new customer solutions and business models based on MindSphere.

 

 

 

Sabine Dittler