The AMB in Stuttgart is one of the most important gatherings in the international metalworking industry. When the focus is on machine tools, manufacturing technology, and industrial solutions, trade show booth design must also meet specific requirements. For AMB 2026, Protec Messebau designed and built two custom exhibition booths for Blaser Swisslube and GEFA BANK.
The two projects showcase very different approaches: an eye-catching brand and product presentation for Blaser Swisslube and an open, communication-oriented trade show booth for GEFA. What both booths have in common is their customized design and the consistent implementation of their respective brand identities.
Blaser Swisslube: Strong Visual Impact and Space for Product Communication
For Blaser Swisslube, a trade show booth with a strong visual presence was created for AMB 2026. The large-scale suspended display, featuring branding visible from afar, ensures clear recognition even from a distance. Large-scale graphics and an integrated video screen provide space for presenting products, applications, and technical topics.
At the same time, the booth features a variety of communication areas: open seating areas for direct interaction, as well as quieter lounge zones for more in-depth conversations. The design thus combines brand presentation, product communication, and personal interaction within a single booth space.
Such concepts are particularly in demand at trade shows like AMB. Companies in the mechanical engineering, plant engineering, metalworking, and industrial manufacturing sectors often need to present complex products and technical concepts in an understandable way while also achieving high visibility on the show floor.
GEFA: Communication in the Field of Machinery and Capital Goods
The GEFA BANK booth takes a different approach. As a financing partner for businesses and capital goods, the booth is aimed directly at trade visitors to the AMB.
For this purpose, Protec designed an open booth featuring various discussion areas, a central reception desk, and a clear visitor flow. GEFA’s distinctive color scheme is combined with light-colored surfaces and wooden elements. Large-format motifs inspired by the industrial sector immediately establish a connection to the fair’s themes.
A suspended structure visible from afar provides orientation and visual impact within the hall. A variety of seating and conversation areas simultaneously create space for personal interaction—from brief initial encounters to more in-depth consultations.
Exhibition Booth Design for the Mechanical Engineering and Technical Industries
Trade show booths for companies in the mechanical engineering, plant engineering, and industrial manufacturing sectors place special demands on planning and execution. In addition to the design, technical and logistical aspects often play a decisive role: from the integration of machines and exhibits to electrical, data, and compressed air connections, all the way through to delivery, assembly, and on-time handover of the trade show booth.
Protec Messebau designs and builds custom trade show booths for companies in technically demanding industries—from initial 3D planning through production and logistics to on-site assembly at the trade show venue.Projects at trade shows such as AMB, EMO, and LIGNA combine our experience in trade show construction with the specific requirements of mechanical engineering and industry.
The two current projects for Blaser Swisslube and GEFA at AMB 2026 demonstrate how these requirements can be translated into a variety of individual trade show concepts.