ABB Electrification – Light + Building 2026
A global player put its product world into a headset – and let visitors play with it.
At Light + Building 2026 in Frankfurt, ABB invited people to its stand in hall 12 to put on a VR headset and step into the worlds of ABB, Busch-Jaeger and Striebel & John. Products and applications that normally have to be explained with a catalogue or a cutaway could be explored hands-on, at scale, in immersive rooms built on RAUM.
That is the part visitors saw. The more interesting part happened months earlier.
For this project the entire trade fair presence was visualised in RAUM in advance – the fair, the building, and ABB’s own stand. Two months before the doors opened, the sales teams were already walking through their booth: finding their way around, standing at the right station, rehearsing how they would guide a visitor through a product. By the time the fair started, nobody was orienting themselves for the first time.
It is a use case that pays twice. Complex products become genuinely explorable instead of merely described – and the team that presents them arrives trained on a stand that does not physically exist yet.
ABB’s invitation to the stand is on LinkedIn.
