SANY Heavy Industry at BICES 2013

Towin New Thinking orchestrated a high-energy exhibition presence for SANY Heavy Industry at the 2013 BICES in Beijing. Moving beyond static displays, the project integrated dynamic machinery performances with a grand outdoor setup, transforming the booth into a theater of industrial power and capturing the attention of global industry professionals.

2013-11-23

Domestic Booths

Project Information

Event: 12th China (Beijing) International Construction Machinery Exhibition & Seminar (BICES 2013)
Date & Location: October 15, 2013 | Beijing, China
Services: Outdoor booth planning, dynamic performance choreography & execution, event management, brand visual integration

On-site Presentation

The SANY zone was the undeniable focal point of the exhibition, blending heavy machinery with artistic performance.

Machinery Ballet: The highlight was the "Dancing Excavators" performance, where SY135C machines performed synchronized movements to music. This unique display of precision control turned cold steel into an engaging spectacle, drawing massive crowds.

Grand Entrance Arch: Two massive excavator arms were positioned to form a majestic archway over the main stage. This creative use of equipment created a powerful visual landmark and served as the backdrop for the champagne celebration ceremony.

Dynamic Interaction: The open layout facilitated close interaction between the audience and the machines. From precision lifting demonstrations to the lively atmosphere created by performers in branded uniforms, the event successfully communicated SANY's technological reliability and brand vitality.

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