In the entrance area of the Boulevard of Benefits, a choreography combining kinetic patterns and their digital equivalents depicts the intelligent correlation between physical processes and their virtual simulations. Additionally, visitors contours get captured and transferred into abstract physical movement which enables a playful interaction with the brand. Further along the boulevard gesture-controlled screens invite to individually discover further topics of the exhibition until the main stage, where a virtual Factory of the Future can be experienced as a spatial extension. At regular intervals the whole fair booth acts in sync during the so called Brand Boost. Then, a swarm of kinetic and virtual move patterns draw the visitors attention across the whole stand towards the stage.