Mitsubishi Gable

Mitsubishi forklifts wanted a new presence for an upcoming CEMAT show in Hanover, and challenged kubik to develop an exhibit that would “lift” their presence in the German forklift market. The response used the art of Andy Warhol as inspiration. “The Art of Lifting” was a 27×27 meter exhibit that was a graphic showcase for the client’s sensitivity and competitive spirit. Dressed with powerful Warhol inspired images, it featured a real “down-to-earth” game with true-to-scale remote control model forklifts that set two drivers/clients in competition to load/unload a mini-warehouse in the fastest time. Result: kubik worked hard to gain an understanding of the challenges the client faces in the German market, which allowed us to create a 3D space that showed how ready Mistubishi was to compete for business.