Case Study Siemens Rail / Going Underground


  • To deliver a unique and engaging exhibition launch
  • To create a strong identity and medium to promote the key messages
  • To unveil the new mock-up of the Siemens Inspiro train


Going Underground; Our Journey to the Future, presented by Siemens Rail, in conjunction with the London Transport Museum and CBS Outdoor UK, was launched at Siemens flagship zero emissions building; The Crystal in London. The exhibition launch commenced with a launch to the press in the afternoon followed by dignitaries and VIP guests in the evening. Guests were treated to a Victorian afternoon tea, sweet sushi and futuristic cocktails to reflect a past–present–future theme served by waiting staff in costume relative to the era. Stilt walkers greeted the crowd and guests were invited to engage with a piece of 3D rail art especially commissioned for the event. Guests were finally invited to take a step into the future for the grand unveiling of the Siemens Inspiro train. As the simulated tube train doors at the Crystal building opened guests were guided through a neon walkway to the heart of the exhibition; a temporary structure which housed a full size mock-up of what could be the tube train of the future. A vision of the journey to the future was projection mapped onto the side of the Inspiro train, an industry first which presented a spectacular feast for the senses and an incredibly engaging experience for all.

The key elements included:

  • Online registration and delegate management
  • Concept design and implementation throughout all mediums, creating a strong visual identity
  • Full production of the launch and logistical management
  • Design and supply of all conference technical equipment and staging elements
  • Feedback and measurement


“I would like to thank you and your team again for your commitment, passion and professionalism that was key to making yesterday's event a success. We have received some great feedback from our guests, partners and management. We are also very happy about the press coverage we have achieved thus far. Well done!”

Stephan Kraemer; Siemens AG, Rail Systems Division