For five days, it stands perfectly lit in Munich. Products are showcased, discussions take place, new items are unveiled, and connections are made. And then? Then it’s time for cordless screwdrivers and carrying cases.
After BAU 2027 in Munich, the meticulously planned trade show booth will revert to an empty exhibition space within a matter of hours. However, what was presented, explained, and discussed there doesn’t have to disappear along with the booth. So why not create a digital twin of the trade show presence?
Not as a BIM model with all the technical data—but as a content version of the trade show booth: featuring videos, interviews, product presentations, photos, social media clips, and livestreams. The trade show booth may only be in Munich for five days, but its content will last much longer.
BAU 2027: The Future of Construction Comes Together in Munich
From January 11 to 15, 2027, the Messe München exhibition grounds will once again be all about architecture, materials, and systems. BAU will address some of the major questions currently shaping the construction industry: How will we manage resources in the future? How must buildings be adapted to climate change? How are our living spaces changing? And what role do digitalization and artificial intelligence play in planning and construction?
The concept of the digital twin is particularly well-suited to the topic of digitalization. AI, BIM, and digital twins are explicitly among the themes of BAU 2027. They are intended to help plan, build, and operate buildings more efficiently. We’re simply applying this idea to our trade show presence. After all, even a trade show booth contains a wealth of information that can be digitally preserved and reused.
An exhibition booth is much more than just its square meters
Planning takes months. The booth is designed, exhibits are selected, new products are prepared, presentations are written, and employees are briefed. Perhaps there’s a new facade, an innovative window system, a particularly sustainable building material, or a digital solution being unveiled to the public for the first time.
Then the trade show begins—and suddenly, within just a few days, countless things happen all at once. That is precisely where the actual raw material for the digital twin lies.
A conversation with a product developer, for example, can become an expert interview. A product demo can be turned into a short social media video. A tour of the trade show booth becomes a corporate video. A panel discussion can be broadcast live or published later in individual clips. This doesn’t just document the trade show booth—it extends it digitally.
From a Physical Trade Show Booth to a Digital Twin
A digital trade show presence doesn’t have to be an exact replica of the actual trade show booth.
On the contrary.
While an on-site visitor might spend about twenty minutes at the booth, online formats work quite differently. On LinkedIn, 45 seconds might be enough to showcase a new product. On the website, an expert interview can go into more detail. Vertical content works well for Instagram and other social media channels. And for customers, partners, or employees who can’t travel to Munich, a presentation can be streamed directly from the booth.
A single day of production can thus result in a wide variety of components:
- Interviews with management, product development, or customers
- Brief product presentations right next to the exhibit
- Reels and vertical videos for social media
- Impressions and Statements from BAU 2027
- A tour of the exhibition booth
- Photos for the website, press, and social media
- A trade show recap or aftermovie
- Live streams of presentations, talks, or product demonstrations
The goal is not to produce as much content as possible just for the sake of content. Rather, it is to document the most important aspects of the trade show presentation in such a way that they will still be useful even after January 15, 2027.
Producing content while the construction project is still underway
Trade show content also doesn’t have to wait until everyone has long since returned home. Speed is crucial, especially for social media. For example, an interview conducted in the morning can be edited that very same day. A new product solution can be presented directly from the trade show booth. Short statements or impressions can be published while customers and business partners are still at BAU.
As a result, the trade show becomes more than just a place for one-on-one conversations; it also serves as a platform for content creation.
And a trade show like BAU offers plenty of material for just that. The various stages at BAU 2027 will cover topics such as modular and serial construction, circular construction, climate-resilient cities, as well as AI, BIM, and digital twins. So there should be no shortage of topics for great stories.
Live Stream from BAU 2027: The Trade Show Booth Without Hall Boundaries
Not every relevant customer can travel to Munich for a trade show event. This is exactly where the digital twin becomes a digital meeting place. With a livestream directly from the booth at BAU 2027, for example, product presentations, interviews, press conferences, or small panel discussions can be broadcast. The audience might be in Hamburg, Vienna, or Zurich—but they’re still there live at the booth. Depending on the project, the stream can be played on a dedicated landing page, on the intranet, via a streaming platform, or on social media. This transforms the physical trade show booth into a hybrid communication space.
After BAU, the exhibition booth begins its second life
Perhaps the biggest advantage, however, only becomes apparent after the trade show ends. While the physical booth is being dismantled, the content produced remains. A longer interview can be edited into several short clips. Product videos can be integrated into landing pages. Photos work well for LinkedIn posts or press releases. A trade show recap is ideal for newsletters and websites. Individual expert statements can still be published weeks later. As a result, five days at a trade show can generate content for several weeks or even months. The trade show appearance is thus no longer just a temporary event.
It will become a content library.
stream1 at BAU 2027 in Munich
Here at stream1, we produce trade show videos, social media content, and livestreams right on the grounds of Messe München. As a service partner of Messe München, we support exhibitors in creating media content for their trade show presence—from individual interviews and short social media clips to full-scale livestream productions.
Production can be planned even before the trade show: Which products should be showcased? Who would be good candidates for interviews? What content do we need horizontally, and what do we need vertically? And what needs to be ready during the trade show?
The result isn’t just “a trade show video.” It’s a content package tailored to the company and its communication channels.
BAU ends on January 15. Your booth doesn’t have to.
Anyone who puts several months of work into a trade show booth shouldn’t take it all down after just five days. At least not digitally.
Through videos, interviews, social media content, and livestreams, the physical booth at BAU 2027 in Munich will give rise to a second, digital trade show presence.
Or, in keeping with the trade show:
a digital twin of your trade show booth.
Call us for a no-obligation quote at 089 41 41 453 10, or request one by email at hello@prankl.org.
