Converting a Shipping Container to a Trade Show Booth - A Teamwork Success Story

Dewesoft participates in over 100 trade fairs globally each year, showcasing its measuring instruments. This remains a highly effective method for forging new connections, even in the digital age. The notion that exceptional products sell themselves is a misconception; roughly half of Dewesoft's workforce is dedicated to its sales network, underscoring the critical importance of these events.

The Dewesoft marketing team continuously seeks innovative ways to differentiate the Dewesoft brand. In early 2024, the marketing department developed a plan to incorporate two shipping containers into their booth design for the Automotive Testing Expo in Stuttgart, Germany, the company's largest European trade fair. This initiative aimed to create a distinctive and memorable presence.

A shipping container is a box. So what if it was remade into a very large-scale version of one of the company’s products? That was the idea. Each participant in the project added their own idea and detail, which they believed would have a “Wow!” effect. The core concept was audacious yet simple: to transform a humble shipping container—essentially a giant metal box—into a spectacular, oversized representation of one of the company's flagship products. This wasn't merely about creating a large prop; it was about embodying the product's spirit and innovation on a grand, eye-catching scale. From the outset, the project was envisioned as a collaborative symphony, with each team member contributing their unique expertise and creative flair. Every participant was encouraged to infuse their own vision and meticulous detail, driven by the shared ambition of achieving a profound "Wow!" effect that would captivate and impress.

Despite the great idea, each participant was also aware that its realization would require a great deal of creativity and originality, as well as many hours of work, dedication, and hands willing to help. Transforming this ambitious vision into a tangible reality wasn't merely a task; it was an odyssey. It necessitated not just a spark of genius but a sustained blaze of creativity, fueled by truly original thought that dared to venture beyond conventional boundaries. The sheer volume of work hours dedicated to this endeavor was staggering, often extending late into the nights and across countless weekends. This relentless effort was underpinned by an unwavering dedication, a steadfast commitment to the core principles of the idea, even when faced with daunting challenges and setbacks. Furthermore, the journey was significantly aided by the collaborative spirit of many helping hands, each contributing their unique skills and perspectives, working in concert to bring this grand idea to fruition.

Converting a shipping container into a trade show booth in just one month seemed impossible, yet the Dewesoft team proved that when everyone is united by a common goal, extraordinary things can be achieved.

The Dewesoft marketing team initiated the project with the first concept drawing. Pirnar & Savšek (now Dewesoft Inspiretech) handled the structural calculations, ensuring safety approval from the fairgrounds. Katapult Metal began transforming the container and assembling the enclosure. Mare and Aleks from Dewesoft Monitoring assisted with the electrical installations. Jani, Jan, and Matija, our local carpenters and multi-handymen, laser-cut interior details to create a computer circuit-like aesthetic.

Vid Kok remarkably sourced four 3D printers, working tirelessly day and night to produce orange accessories and connectors, which Jani affectionately referred to as "Dewesoft's plugs." Flavija, Luka, and the Katapult Media team meticulously documented this unique endeavor.

Despite meticulous planning, a challenge arose when Vid realized his 3D printers wouldn't meet the deadline. He quickly improvised, enlisting Aleš Pipan from WoodModern to create some parts from wood in parallel.

While not every contributor is specifically mentioned, every individual played an indispensable role. When there's a task at hand, everyone pitches in, regardless of their usual role or title. It's common for team members, including those from marketing and HR, such as Sara, to transition from their offices to the workshops, all driven by a shared objective.

It was Friday, 6:30 a.m., and the final day of preparation: transport day. The team had worked tirelessly, many without sleep after several 12-hour shifts. Kovačič's paint on the container was finally dry. Mare and Aleks were busy pulling power cables, while the three carpenters completed the wall and ceiling coverings. Vid meticulously checked connector fits, and Simon and Špela delivered the LED panels. With just one hour to spare before departure, Matija and Jan tightened the very last screw. A voice from somewhere exclaimed, "Pišuka, we thought we were short on time - turns out we still have another hour!"

A tarpaulin truck arrived at 7:30 to collect the container for transport to Stuttgart, and everyone's faces turned pale. The truck was too narrow for both containers, but the ever-optimistic team decided to try anyway. After three hours, the undeniable truth sank in: it wouldn't work. The containers needed to be 700km away in Stuttgart within 24 hours. "Where on earth am I going to find a transporter in such a short time, after searching for a month?" wondered Mitja Ličar, the project manager.

Then, Mare, the Hiab operator Mitja had met just three hours prior and had been observing, said, "Come on, we'll try to make something work." He called his boss and handed the phone to Mitja, urging him to make the connection. While Boss Anton proved challenging, numerous calls and discussions followed. The result? Three hours later, a new truck with a sturdy trailer and two drivers stood ready to depart for Stuttgart. "The rest is history," Mitja Ličar concluded, exhausted but visibly proud.

Then: "Flavija sent me a picture, all excited - ‘Look at that!’ I immediately saw that the connectors were set up incorrectly... the position was completely wrong," Vid Kok now explains with a laugh. What now? "We went to Germany a day earlier than planned, reworked the connectors, and it worked."

If we lived every day the way we did during this project, we'd probably burn out. But when the pressure hits—and it always does, sooner or later—there's nothing better than being part of a team that doesn’t complain, doesn’t focus on what can’t be done or what should have been done earlier, but simply grits its teeth and pushes forward. Everyone took their share and gave it everything they had to see it through. Not once did we argue, not a single word of regret was spoken. And beyond the fact that we created something truly great, we also made a bunch of beautiful memories that I believe we’ll look back on with joy.

said Mitja. 

Jani Cestnik is one of those who enjoys discussing this extraordinary project.

Yes, it was tough—but that’s exactly what made it so special. When something’s easy, you just check it off and forget about it. But when it’s exhausting and full of adrenaline, like this was, you quickly forget the hard parts and remember the good moments forever. I’m truly grateful that the younger team still brings me along for these wild projects.

Jani also recounts the reaction of the safety engineers

Three safety engineers oversaw our booth installation. At first, they were visibly surprised by what we had brought and just observed in silence. But by the end, they told us they’d use our setup—along with our assembly and disassembly system—as an example of best practice. They even photographed everything.

The reaction

As the marketing team added the final touches, visitors poured in, their attention immediately drawn to the unique "oracle instrument." Whether seeking Dewesoft's solutions or simply curious, fairgoers paused to admire the booth, often stepping inside to explore or climbing atop to survey the exhibition from a new vantage point. The unanimous fascination with its distinct design underscored Dewesoft's success in creating a booth as singular as their products. However, the true significance of this project lies in its extraordinary origin story – a testament to the collaborative spirit of numerous individuals and companies working in unison toward a shared vision.

A year later

Always looking to improve and reach for excellence, the team had a cool idea the next year: "What if we kicked it up a notch and built another SIRIUS demo slice on top of the existing fence?" This idea quickly went from concept to reality. It took a great deal of brainstorming, a lot of hard work, overcoming numerous challenges, and coming up with even more clever solutions. The result is what you see today.

Why so much effort for one fair? According to Jure

The European automotive industry is in crisis, so large companies in our industry have decided not to invest in this area. But even if the crisis is felt, it does not mean that there is no longer a need on the market. It is precisely during these times that we will show the most support, so we went 'full force' to the fair, which turned out to be highly successful. We have never received so many projects as this year. Well done, team!

Flavija from the Dewesoft marketing department, key in this project, commented:

I'm proud of every single one of them who, with their energy, effort, and dedication, helped us launch 'Container #2' the way we did. Without them, it wouldn't have been possible—thank you! Although I'm naturally organized and like things to be under control, this year, for the first time in a long while, I enjoyed the unknown and the unpredictable. I admit, last year's experience made it easier, but it was still full of mini-crises and plenty of good energy. All in all, a valuable lesson and an unforgettable experience.

Conclusion

Ultimately, the conversion of a humble shipping container into a captivating trade show booth stands as a testament to the power of collaborative effort and innovative thinking. This endeavor, far from a simple construction project, became a microcosm of teamwork, demonstrating how diverse skill sets and dedicated individuals can converge to transform a seemingly ordinary object into an extraordinary marketing tool. The success of this project not only lay in its striking visual appeal and functional design, but also in the seamless integration of various disciplines—from engineering and fabrication to design and logistics—all working in harmony towards a shared vision. It serves as a compelling reminder that even the most ambitious and unconventional ideas can be brought to fruition through meticulous planning, persistent problem-solving, and, most importantly, a collective spirit of ingenuity and dedication.