The Marketplace is the starting point for the brand experiences in the Brand and Customer Institute. It functions as a dynamic interaction space to experience the relationships between brands and customers. Strategic brand management and its effectiveness are conveyed using best practice examples.

A stage for the interaction between brand and customer.

Flexible room situations

With the help of beamer projections the individual topics are staged in the form of a "multimedia cube" – divergent and content-related. Separately controllable projection screens enable different room constellations.

A “dialogue” between opposing projection surfaces is possible as well as a 360 ° cinematic display. This creates a room-in-room situation which enables holistic emotional immersion in the world of brands and customers.

Experience brands with all your senses

The “Brand Senses” exhibit allows participants to learn how brands appeal to all of their customers' senses. The exhibit shows case studies of outstanding multi-sensory brand communication based on auditory, olfactory, haptic and gustatory stimuli and patterns.