Siemens Rail
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Our Work

Siemens Rail
Siemens Rail
Winner of product launch of the year; C&IT awards


  • Delegate Experience
  • Environment Design
  • Event Production
  • Content Management
  • 3D Visualisation

I would like to thank you and your team again for your commitment, passion and professionalism…
this was key to making yesterday’s event a success.

we have received some great feedback from our guests, partners & management, well done!

Head of Marketing Communications Siemens AG, Rail Systems Division

The Challenge

Primary was asked to deliver an exhibition launch with a difference that would engage with Siemens Rail customers and VIP guests and present an interesting and exciting story for the press. The exhibition was a celebratory affair of the last 150 years of the London Underground and the vision of what the future could hold. Siemens wished to engage with its audience to update them on their vision for the future of the London Underground and showcase their mock-up of the Siemens Inspiro train. 

The event had to combine a mixture of business relevant messages and unique experiences that would demonstrate Siemens commitment to London Transport.

Creative Concept Application and Delegate Experience

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. The theme; Our Journey to the Future, was applied throughout the event and exhibition with all collateral presenting a strong identity. 

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 each 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 Visual Feast for the Senses

Once inside the Pavilion, guests continued their journey via ticket booth style information screens as well as static information points that assisted them in their navigation throughout the exhibition. 

To further enhance the experience, guests were treated to a feast for the senses as images telling the story of Siemens and the London Underground were 3D projection mapped onto the side of the train (an industry first). The key message being the Future is Now. Guests were able to board the train following the spectacle and experience the state-of-the-art features. 

The use of digital 3D projection mapping in such a unique way turned the launch of a train into a totally different experience that engaged all the senses.

Key elements of the project delivery included:

  • Online registration and delegate management

  • Concept design and implementation throughout all medium, creating a strong visual identity

  • Full production of the launch and logistical management

  • Management of the application of the 3D projection mapping

National & industry press coverage

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