STRAUSS goes Outdoor – DLG Waldtage in Lichtenau mark the national kick-off for open-air exhibitions

The story began in 1948 with Engelbert Strauss as a small retailer for brushes and brooms and has increasingly grown into one of the leading brands for workwear and safety products. From its state-of-the-art headquarters in Biebergemünd, the company continues to expand its presence at national and international events – now also in the outdoor exhibition sector. Under the title “Vision. Innovation. Future.”, the DLG Waldtage cover around 70 hectares and host more than 200 exhibitors presenting technology, innovations and solutions for the forest industry.

On a 180 m² exhibition area surrounded by the fields and wind turbines of Lichtenau, a striking outdoor exhibition stand was created – attracting visitors for three days. The concept was developed over several months in close collaboration with STRAUSS and perfectly balanced functionality with brand impact. Two converted overseas containers provided space for products, storage, and staff, forming the base of the exhibition stand construction. A distinctive STRAUSS-red tent roof created strong long-distance visibility and combined analog and digital brand presentations through an integrated LED Screen.

The concept offered a smart shopping experience: visitors could try on products on-site and have them conveniently delivered to their homes afterward. For the interior construction, Layher scaffolding and OSB panels – familiar from STRAUSS’s previous exhibition concepts – were reused in a sustainable way. Details from the STRAUSS product range became part of the stand design: coat hooks made from folding rulers and wooden beams secured with lashing straps turned into display podiums, visually linking the stand to STRAUSS’s distinctive workwear stores. A cozy lounge area with OSB furniture and sustainable beanbags made from used and upcycled trade fair banners provided additional comfort.

The result was an engaging and authentic exhibition stand design that appealed to visitors of all ages – demonstrating how innovative stand architecture and thoughtful interior design can bring a brand to life in an outdoor environment. We’re already looking forward to the next projects in 2026!