Inhorgenta 2018 trade fair

To mark its 50th anniversary, Jörg Heinz, the jewelry manufacturer known throughout Europe, is presenting a special exhibit at the Inhorgenta international jewelry fair in Munich: the convertible “Mystery Sphere” necklace. Its central feature is a changeable clasp mechanism that alters the appearance of the piece of jewelry.

To enable trade fair visitors to get as close as possible to this valuable object and discover its various facets for themselves, Jörg Heinz is presenting the “Mystery Sphere” in an interactive display case from Garamantis.

The display case combines classic jewelry presentation with digital explanations and playful exploration – in a small space and directly at the exhibit. This keeps the focus on the real piece of jewelry, while digital content provides support exactly where questions arise: regarding angles, details, and variations.

Interaction and experience

Visitors control the presentation by touching the clear multi-touch glass. This allows them to rotate the piece of jewelry and view it from all angles. In addition, different lighting moods change so that the material, shape, and effect can be compared particularly well.

Depending on the viewing angle, an integrated screen displays relevant detailed information about the interchangeable clasp mechanism. At the same time, alternative designs and materials are shown, making the range of the system clear. In the background of the display case, high-resolution videos create a brand atmosphere and present further highlights of the current collection. In this way, the physical exhibit and digital content intertwine and motivate visitors to linger longer at the stand.

Collaboration

The collaboration between Jörg Heinz and Garamantis came about at short notice. It was triggered by the repeated presentation of the interactive watch display case in the Goldschmiedezeitung newspaper. The project shows how quickly an interactive station can be added to a trade fair presentation when interaction makes an exhibit easier to understand and experience.

Inhorgenta is one of the most important international jewelry trade fairs. It covers around 65,000 square meters of exhibition space and brings together almost 1,000 exhibitors from 40 countries. Around 27,500 trade visitors from over 70 countries are expected to attend. The traditional manufacturer Jörg Heinz, founded in 1968, is represented in the central Hall B1 of the Munich Trade Fair.

With this presentation, Jörg Heinz is deliberately testing an alternative approach: less distance from the product and more exploration on the part of the visitor. This also raises the question of how open the jewelry industry is to interactive forms of presentation at trade fairs and, later, in brick-and-mortar stores.