BOSCH stands for German quality and engineering. However, at the EuroCucina international kitchen trade fair in Milan, we wanted to push the brand to explore a slightly new area of its personality, focusing more on emotion in design and enjoyment.


Attendees at EuroCucina were treated to visionary technologies and trendsetting designs at the BOSCH Innovation Lab. Interactive modules across nine lab areas allowed people to get under the skin of BOSCH innovations while the test lab demonstrated the potential usefulness of the technology. The BOSCH Innovation Lab was designed like a product development studio, albeit with state-of-the-art design. Innovative food was on offer too. In the center of the lab, we created a unique space for networking and fun.


An illustration of the booth appeared on the cover of Fair Trade magazine, making the Innovation Lab the talk of the fair. It also got numerous mentions in the trade press during and after the event. Meanwhile, the interactive elements within the installation kept our target group engaged and grew their appreciation for the brand.

Idea and execution by Marc Dalkolmo from his time at Serviceplan.