PLEXGROUP Stages the MSC 2024 – High-Tech & Innovation at the Heart of ILA
For ILA 2024, PLEXGROUP designed the Military Support Centre (MSC) as an impressive and cohesive visual unit – a trade fair booth that embodies the technical and strategic vision of BDLI and the German Armed Forces down to the smallest detail, from the first interaction to the overall experience.
As a central hub for industry professionals, political and military delegations, and an aviation-enthusiastic audience, the MSC had to fulfill multiple functions: inform, inspire, recruit personnel, and provide political education.
An Architectural Concept that Engages and Informs Visitors
Inspired by the look and feel of an industrial workshop, heavy-duty shelves and neon lighting create striking accents and enhance the industrial atmosphere. Contrasting colors – signal red and green, referencing airport stop-and-go signals – add dynamism to the bright exhibition hall.
Floor elements resemble runways and restricted areas, while crosshairs, mechanical precision, and a structured grid further define the design. The result is a carefully curated overall aesthetic that conveys the values of accuracy, structure, and technical excellence.
Maximum Impact through Strategically Directed Visitor Flow
The booth’s layout was designed to strategically guide visitor flow while maintaining a clear thematic structure. Different sections focused on specific topics, allowing visitors to intuitively grasp connections and key information.
The wayfinding system was inspired by the markings and layouts of aircraft runways, ensuring a clear and intuitive visitor experience.
As the representative body of the German aerospace industry, BDLI brings together numerous companies with diverse technological and product focuses. This diversity is reflected in the complex planning and construction of the booth, which integrated multiple exhibits and participants. Thanks to its modular structure, the stand could be flexibly adapted to changing requirements and exhibits – even at short notice and without disrupting the overall presentation.
A key feature of the MSC was FORUM AIR – the stage for lectures, panel discussions, and expert talks. Here, industry leaders and professionals from politics, the military, and the aerospace sector debated the future of military aviation and international cooperation.
This year, FORUM AIR was particularly adaptable: depending on the panel’s focus, it was positioned in front of the relevant exhibits. Three large screens provided visual support and ensured optimal information delivery.
Interactive Experience Stations & Cross-Media Staging – A Highlight for Enthusiasts
The booth impressed visitors with large-scale exhibits showcasing the latest defense and security technologies. These included the Eurofighter combat aircraft, specialized drones such as the Grille rescue drone, and other advanced aerial systems.
The striking presentation made the booth the backdrop for an official photo featuring German Chancellor Olaf Scholz.
The physical exhibition was complemented by digital experience stations featuring multitouch applications, screens, and microsites. These interactive elements provided background information in an innovative way, offering deeper insights into the technologies on display.
Custom Patch Design: A Unique Emblem for MSC 2024
In collaboration with BDLI and the German Armed Forces, PLEXGROUP developed an exclusive emblem for MSC 2024. This emblem translated the technical and strategic vision into a bold visual symbol, specifically designed for the event.
Produced as a high-quality patch, it was distributed as a giveaway to visitors. Additionally, it was incorporated into social media communications, reinforcing brand recognition and increasing the MSC’s visibility.
