Hitachi at MINExpo

Big Machines, Bigger Ideas

Impact XM designed a booth for Hitachi at MINExpo that would not only showcase the company’s cutting-edge machinery but also create a seamless and immersive experience for attendees.

The design was centered around Hitachi’s heavy equipment, with a strategic use of branding opportunities integrated throughout the booth, ensuring that every inch of the space contributed to reinforcing the brand’s presence. By working closely with the Hitachi team, Impact XM fine-tuned the attendee journey, carefully curating the pathways and flow of the booth to maximize engagement and ensure a memorable experience for all visitors.

A key area of focus for the Hitachi team was the theater space, which served as the heart of the booth. This area hosted a variety of high-profile events, including the opening activation, a game show, concerts, leadership speeches, and partner presentations.

With five key partners—Zaxis Finance, H&E Parts, Reliable Solutions, Bradken, and Wenco—each needing to be integrated into the booth, it was essential that their spaces complemented and blended underneath Hitachi’s own branding. Additionally, Impact XM worked to seamlessly incorporate these partner areas into the overall booth design, ensuring that the space felt cohesive and intentional.

Given the scale of the machinery on display, the booth structures were designed to complement the large equipment without overshadowing it. Impact XM skillfully balanced the need for expansive structures with the goal of maintaining a focus on Hitachi’s products, ensuring that each element of the booth was purposeful and did not detract from the centerpiece: the mining machines. This careful balance allowed for a dynamic and functional space that flowed naturally from one area to the next.

In addition to the theater and product displays, the booth featured several functional areas designed to enhance the visitor experience. Meeting rooms were created for Hitachi representatives to conduct business discussions, while a simulator offered attendees the chance to experience the machinery firsthand.

Hanging signage was introduced in a way that ensured attendees could easily navigate and locate key areas of the booth. The theater area itself was equipped with a stage, casual seating, and interactive spaces where visitors could enjoy presentations, mingle with industry leaders, and participate in various sessions throughout the event.

Product demo areas, complete with integrated monitors displaying product specifications and videos, were positioned next to each machine and within the meeting rooms. These areas offered an in-depth look at Hitachi’s innovations, giving attendees access to a wealth of information at their fingertips. A dedicated photo op allowed visitors to capture moments with the massive machines, providing excellent brand exposure and social media opportunities for Hitachi.