Allplan at BAU

Activating leads at the world’s leading trade fair for architecture

At BAU in Munich, it takes seconds to decide whether someone stops or walks on. At the world’s leading trade fair for architecture, ALLPLAN wanted more than attention: conversations that continue after the fair. So we thought of the content as a tool. Software that usually lives on a desk could be controlled here with a wave of the hand. Walking past was meant to turn into trying it out, and trying it out into a conversation. And contacts went straight into the sales app digitally instead of into a jacket pocket as a business card. That parts of the set-up are still in use today is almost what pleases us most.