Products and brand emotionally staged

More than twenty years have passed since the advertising campaign “Hopefully it’s concrete!” helped concrete to attract unprecedented attention. At Bauma 2016, the Top-Werk Group takes one step further by staging its products, technologies, and integrative concepts as an emotional brand environment at its stand on more than 1,200 m² in Hall 1 under the motto “New Dimensions in ­Concrete Shaping.” The Top-Werk Group, headquartered in the German city of Burbach, was founded in 2015 by merger of the companies Hess, SR Schin-dler, Prinzing Pfeiffer, and Hess AAC. With its machines and services, the group highlights its innovation leadership as all-in-one supplier on a global market level, and provides the prerequisites for its customers to shape their markets with even greater diversity. Visitors to the Top-Werk stand will experience this new integrated approach, among other benefits, in a 180-degree cinema with impressive animation and music as well as on a “Walk of Concrete” covering 80 meters of products. Hands larger than life displayed on walls six meters high in the atrium symbolize a promise of added value communicated with a fine touch: “We take you by the hand.”