In 2009, the ’year of the crisis’, IBM brought a positive statement to CeBIT: our planet is getting smarter every day. But ’A Smarter Planet’ also issues a strong challenge – by saying that actually, getting smarter is the only option we have.

For the third time running, Mad Hat was asked to develop the exhibits for the IBM booth end-to-end. Topics included overarching themes like cloud computing, global IBM projects in areas like environmental protection, economics or traffic guidance, and specific applications of smart technology and intelligent concepts in daily office work – from IT infrastructures to compliance-approved archiving of emails.

In terms of feasibility, we really pushed the envelope in our work for this booth. It was the first time we had ever used SphereProjection and FreeFloat, and both proved their value as strong media motifs and real show-stoppers. The reference client presentations were also very strong content-wise, and fascinated audiences repeatedly.