PAPER COUTURE: THE CEBIT SHOWSTOPPER

https://vimeo.com/138845064

How do you turn a dry software topic like the paperless office into a PR-worthy attraction at the world’s largest technology trade fair? By creating fashion from old files.

For CeBIT 2010, ROBOT developed Paper Couture, one of the event’s most talked-about attractions. Under the motto Paper Has Better Things to Do Now, models presented a unique fashion collection made entirely from discarded office documents. The garments were created in collaboration with the renowned Berlin fashion school ESMOD Berlin.

Beyond the fashion show itself, ROBOT designed the entire exhibition experience, including a trade fair stand concept featuring large-scale film installations across three projection surfaces that brought the world of Enterprise Content Management to life.

The result was far more than a visual spectacle. Drawing large crowds, attracting extensive media coverage, and generating thousands of valuable business contacts, Paper Couture transformed a highly technical software topic into one of CeBIT’s most memorable experiences. It demonstrated how creativity can make even the most complex B2B subjects impossible to ignore.