Here is the translation for the introduction, emphasizing the prestigious nature of the event and the connection to your previous success with Mitsubishi Electric:
electronica in Munich is one of the most significant events in the electronics industry, where global companies showcase their latest achievements and innovations. In November 2024, inspired by our previous multimedia installation for Mitsubishi Electric [see the "robot dance" here], Farnell decided to take it a step further and create something truly spectacular for their stand.
As part of the "Avnet City" space, we developed an installation that merged cutting-edge robotics with advanced multimedia. It became one of the main attractions of the Farnell stand, perfectly embodying the brand’s core message: AAA (Access, Assemble, Aspire).
The goal was to present the electronic component ordering process in a way that wouldn’t just attract attention, but—above all—leave a lasting impression on every visitor.
The client had clearly defined expectations: they wanted to differentiate themselves from the competition and showcase innovative solutions in an engaging and interactive way. The cornerstone of the marketing strategy was the slogan "Come Our Way," coupled with the theme of a modern, sustainable city. The challenge was to create an installation that would not only be a visual "eyecatcher" but also effectively communicate the brand’s values and demonstrate technology in a practical, real-world application.
The core of the concept was the creative fusion of a robotic arm's movement with dynamic content on a multimedia stand, displayed on an LED screen. Our goal was to move beyond two separate elements and instead create a seamless, integrated whole.
We utilized a specially designed mount and base, allowing the Mitsubishi Electric robotic arm to smoothly move the LED panel in sync with the animation. The result? A guaranteed "WOW" factor and crowds of curious spectators. Trade fair visitors stopped to take photos and record the installation, while the most inquisitive ones peeked behind the screen to see how the technical side of the magic actually worked.
The 3D animation played a pivotal role, directly referencing Farnell’s core brand message. The central motif featured green spheres, which appeared consistently in Farnell’s brand film and across the exhibition stand. The robot "moved" these spheres, launching them on a journey along a futuristic track set within a modern cityscape. Interestingly, the colors of the spheres—green, blue, and red—symbolized the collaboration between the three teams involved in the project: Farnell, Berrylife, and Mitsubishi Electric.
Realizing such an innovative project required meticulous planning and preparation. As Berrylife, we do not work with robotic installations on a daily basis; therefore, we visited the Mitsubishi Electric showroom to familiarize ourselves with the MELFA RV-12CRL industrial robot.
Gathering technical data regarding weight, spatial requirements, and installation conditions was crucial, allowing us to replicate the target environment for testing purposes. The preparations involved several stages:
⚙️ Familiarization with training materials and technical documentation of the robot.
⚙️ Designing a virtual space considering the screen shape and robot placement.
⚙️ Building the main section of the screen in our warehouse and installing the robot.
⚙️ Developing graphic concepts for the 3D animation.
⚙️ Programming the robot for synchronized choreography.
The entire testing phase lasted about 2 weeks, with 3 4 days of intensive programming. The biggest challenge was the precise synchronization of the animation with the robot's movement. While the animation could be planned frame-by-frame, the robot was controlled by adjusting the speed of movement from point to point.
An additional challenge was creating an intuitive interface that allowed for the simultaneous triggering of both the robot and the animation. Testing was vital to the success of the entire venture. It allowed us to identify and resolve potential issues, such as the robot's difficulty in reaching specific points in space or defining a safety zone for visitors.
Through these tests, we successfully optimized the robot's movements, ensuring the fluidity and safety of the entire installation.
From Mitsubishi Electric, we received:
➡️ support in the form of instructional videos
➡️ robot control software
Realizing such an innovative project as this multimedia stand required meticulous planning and preparation. During the installation at electronica in Munich, the key was to precisely replicate the setup from our testing phase.
We performed exact measurements and placed markers on the steel structure that served as the robot's base. After positioning the LED screen and ensuring all distances were correct, the system was successfully launched.
🤖 Robotic arm: Mitsubishi Electric MELFA RV-12CRL
🤖 LED panel: 50 cm x 50 cm with a dedicated mount
🤖 Weight of the panel with mount: approx. 11 kg
🤖 Robot control software: RT Toolbox 3
🤖 Number of programmed sequences: 3 (two 60-second and one 90-second)
⏱️ Duration of the full cycle: approx. 220 seconds
🎬 Creative team:
PM: Jakub Drag
Robot programming: Adrian Żak
Creative supervision: Mateusz Mleczko
3D animations: Arleta Bortnik, Mateusz Mleczko
Conceptual work: Arleta Bortnik, Justyna Moroń
Multimedia support: Maciej Kiełb, Wojciech Gil
The installation featured a minimalist white-and-green color palette, directly referencing Farnell’s visual identity. The precisely programmed movements of the robotic arm were synchronized with dynamic 3D content, creating a truly mesmerizing spectacle.
The robotic arm was equipped with a collision sensor, which was calibrated during the testing phase to ensure the robot would shut down immediately upon detecting an obstacle. Furthermore, the robot’s movement speed was significantly reduced compared to standard industrial applications, further enhancing the overall safety of the installation.
Farnell’s multimedia stand at electronica 2024 is a prime example of an innovative approach to technology presentation.
The fusion of robotics, multimedia, and creative content resulted in a unique and engaging space that captured visitors' attention and effectively communicated Farnell’s brand values. The realization of this project demonstrated the vital importance of an interdisciplinary approach, precise planning, and rigorous testing, combined with a creative flair for utilizing modern technologies.
Looking for a modern exhibition stand? Contact us! We will help you create a space that grabs attention and leaves a lasting impression on your visitors.
Answer: Large-scale LED screens, interactive touchscreens, 3D product visualization apps, and live demonstration zones are highly effective.
Answer: Designate a single focal point featuring a main screen and complement it with several smaller interactive stations, rather than cluttering the space with dozens of gadgets at once.
Answer: Yes, it is best to have a technician or a staff member trained in the system’s operation on-site. This ensures a quick response to any technical issues and allows for real-time content updates.
Answer: Track the number of interactions (e.g., clicks, file downloads), collect direct feedback from visitors, and analyze the engagement data gathered during the event.
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