Visitor flows perfectly guided by precise indoor navigation
-40%
Marketing
+50%
Requests
100%
Achieved price
The Challenge
The management and marketing of large exhibition areas posed significant logistical and sales challenges for Messe & Event GmbH. The affected exhibition hall in Düsseldorf can accommodate tens of thousands of visitors, but it lost appeal among international exhibitors due to a lack of digital infrastructure. The main problem was visitors’ disorientation during peak times, leading to an uneven distribution of visitor flows. Attractive booth spaces in the rear areas of the hall remained visually isolated and were difficult to rent at adequate prices. Today, international exhibitors expect a seamless integration of their physical presence with modern digital offerings. Traditional printed hall maps or static PDF overviews could no longer capture the dynamics of modern large-scale events and regularly led to frustration among visitors and booth operators. Without a contemporary, interactive orientation aid, Messe & Event GmbH risked losing key major clients to more modern, competing trade fair locations abroad, as exhibitors saw the real return on investment of their booked booth spaces at risk.
Our Solution
FotoEstate implemented a forward-looking orientation solution by creating a digital twin coupled with highly precise Matterport indoor navigation. The entire area of the Düsseldorf exhibition hall was completely digitized using LiDAR laser scan technology. Based on this, we developed an interactive, web-based navigation platform that works directly on visitors’ smartphones without the prior installation of a special app. The technological innovation enabled centimeter-accurate indoor positioning. Visitors can now be guided via Augmented Reality (AR) or an interactive 3D route directly from their current location to specific exhibition stands, conference rooms, or dining areas. In addition, FotoEstate integrated dynamic information points, so-called Mattertags, through which exhibitors could directly store digital business cards, product videos, or exclusive trade fair offers in the navigation to significantly increase interaction with the audience.
The Result
The introduction of Matterport indoor navigation proved to be a resounding success across the board. By optimizing the guidance of visitor flows, the frequency in previously structurally disadvantaged hall areas could be massively increased. This led to an immediate increase in customer satisfaction on the part of the exhibitors and allowed Messe & Event GmbH to fully market all available stand areas for subsequent trade fairs in record time. The marketing duration for the hall areas was reduced by an impressive 40% in the following booking cycle. At the same time, the number of qualified booking inquiries for future events increased by over 50%, as the digital navigation feature served as a strong unique selling point in the fierce competition among trade fair locations. Messe & Event GmbH was able to rent the stand areas at 100% of the calculated premium price and secured long-term contract loyalty from its most important key clients, which impressively underlines the excellent ROI of the measure.
Project Deep Dive: Process & Details
The initial situation: A demanding marketing
The exhibition hall in Düsseldorf is structurally one of the important destinations for international trade fairs. Nevertheless, the management of Messe & Event GmbH faced the challenge of adapting the attractiveness of the physical infrastructure to the requirements of the digital age. Standard marketing concepts, which were based solely on providing bare hall space and analog guidance systems, were no longer sufficient to meet the high demands of globally operating exhibitors (a problem that is very similar with international investors in historic properties). An inadequate distribution of visitors in the peripheral zones of the hall repeatedly led to dissatisfied customers in the B2B segment. There was a lack of an innovative technological approach that would digitally enhance the entire space, optimize the visibility of each individual booth, and provide the operator with a convincing argument for renting premium spaces.
The hurdle: Overcoming uncertainty in potential customers
When booking expensive trade fair presences, companies often experience great uncertainty regarding the exact placement. Exhibitors hesitate to spend a lot of money if they fear being cut off from visitor flows in a confusing hall. Two-dimensional site plans cannot transparently convey the spatial perception and actual accessibility of an area. This visual barrier often blocked quick sales closures in the sales department of Messe & Event GmbH. Potential customers demanded proof that even away from the main entrances, high traffic could be guaranteed. Therefore, it was necessary to digitally resolve the spatial complexity of the large property and sustainably strengthen confidence in the placement.
The concept: Visual excellence and attention to detail
FotoEstate developed a comprehensive digitalization concept based on maximum connectivity and barrier-free use. The goal was to create a digital twin of the entire exhibition hall, which serves as a foundation for intelligent indoor navigation. The concept envisaged precisely mapping the main pathways, side corridors, and strategic nodes. This was intended to enable seamless route guidance that shows visitors the most efficient path while maximizing the time spent at the booths. By integrating interactive additional content for exhibitors, we wanted to transform navigation from a mere orientation tool into an efficient marketing and sales platform.
The Implementation: Technology Meets Craftsmanship
The technical implementation was carried out using state-of-the-art Matterport Pro3 laser scanners, which are optimized for the precise capture of extremely large areas. Our specialized team conducted the measurements in close coordination with the hall management during traffic-free periods between event setups. Over several hundred scan points, billions of precise LiDAR measurement data were collected and processed into a dense point cloud. In post-production, the visual data were matched with the technical floor plans. Subsequently, the algorithmic navigation network was programmed, allowing smooth real-time navigation based on visual anchor points within the virtual hall, fully optimized for mobile devices.
The result: A flawless marketing success
The rollout of the precise Matterport indoor navigation significantly exceeded the client's expectations. At the subsequent major trade fair, thousands of visitors navigated safely and purposefully through the Düsseldorf hall. The feedback from the exhibitors was overwhelming: the foot traffic at the booths in the peripheral areas stabilized at a consistently high level, demonstrably boosting lead generation. For Messe & Event GmbH, this means a tremendous image gain and the complete elimination of sales obstacles in future space rentals. FotoEstate has proven that forward-looking spatial technology is the key to managing large physical spaces more efficiently and generating measurable economic success.
What our partners say
"The drone panoramas give our clients a fantastic overview of the entire district."
"The seamless construction documentation via 3D scan gives us legal security and facilitates communication with general contractors."
"Thanks to FotoEstate's high-quality photos, our listings stand out significantly from the competition."
"The investment in 3D renderings pays for itself through faster sales closures in a very short time."
"An extremely professional service provider who perfectly understands the specific requirements of the real estate sector."
"The 3D printed models are an absolute eye-catcher at every trade fair and attract many potential clients to our booth."
"The drone panoramas give our clients a fantastic overview of the entire district."
"The seamless construction documentation via 3D scan gives us legal security and facilitates communication with general contractors."
"Thanks to FotoEstate's high-quality photos, our listings stand out significantly from the competition."
"The investment in 3D renderings pays for itself through faster sales closures in a very short time."
"An extremely professional service provider who perfectly understands the specific requirements of the real estate sector."
"The 3D printed models are an absolute eye-catcher at every trade fair and attract many potential clients to our booth."
Ready for the next marketing success?
Send us your pictures or floor plans. We will advise you free of charge on which visualizations will bring the highest return on investment for your property.