Wallbox Stand Genera Madrid — Wallbox

Wallbox

Wallbox Stand Genera Madrid

Brand Event · IFEMA Madrid · Feria Genera · 2024

Wallbox stand at Genera, IFEMA Madrid. The renewable energy sector's leading trade fair as the natural context for the EV charger as a core piece of the electrification transition.

  • Wallbox Stand Genera Madrid event — Bacus Events production
  • Wallbox Stand Genera Madrid event — Bacus Events production
  • Wallbox Stand Genera Madrid event — Bacus Events production
  • Wallbox Stand Genera Madrid event — Bacus Events production
  • Wallbox Stand Genera Madrid event — Bacus Events production
  • Wallbox Stand Genera Madrid event — Bacus Events production
  • Wallbox Stand Genera Madrid event — Bacus Events production
  • Wallbox Stand Genera Madrid event — Bacus Events production
  • Wallbox Stand Genera Madrid event — Bacus Events production
  • Wallbox Stand Genera Madrid event — Bacus Events production
  • Wallbox Stand Genera Madrid event — Bacus Events production

The challenge

A modular stand could not explain a catalogue that goes from the garage to the service station.

Wallbox's portfolio ranges from a residential wall charger to a fast-charging column for fleets. Each product has its own audience. Each product requires a different type of demonstration. Showing everything on the same plane, as modular trade fair stands do, condemns the visitor to understanding nothing.

The project's challenge was cartographic before it was aesthetic. Three zones had to be separated within stand 10C14 without raising opaque walls that would cut visibility from the IFEMA aisles. The residential zone, the commercial zone, and the flagship product Supernova needed to read from the outside as three parallel narratives, not as a single counter.

A second problem: most chargers communicate through LEDs, sounds, and status sequences. A visitor who only sees the product switched off does not understand what it does. The stand had to be connected to the IFEMA pavilion with 19 kW of contracted power and keep the catalogue switched on for three full days, showing live charging cycles. No tricks, no mock-ups. Real product operating.

Bacus's response

Three journeys within one perimeter and an LED panel that runs through the catalogue on loop.

Bacus planned an open stand on three fronts with a central axis. The upper truss frieze defined the volume without enclosing it. An elevated floor with a ramp ensured accessibility and concealed the electrical cabling feeding each product. Máxima walls in a modular system faced with printed canvas: one wall for the residential universe, one for commercial, one for the brand imaginary with the Supernova column as the totemic piece.

Production was executed with Servis, Bacus's regular industrial partner for large-format fairs. Five days of sequential assembly: rigging and truss frieze cube on day one, floor cabling on day two, walls on day three, graphics on Saturday, Wallbox product installation on Sunday, and final touches on Monday before opening. The schedule was designed backwards from the opening hour, not from the arrival date.

The Home zone incorporated a selection of residential chargers recessed into the wall at a manipulation height of 1.20–1.30 metres. The Commercial zone displayed ABL, Pulsar Pro, and Commander chargers in linear layout with interactive demo iPads. The Supernova column occupied the visual axis, on a base extended five centimetres for stability and finished in corporate blue to its exact CMYK: 100, 50, 16, 54.

Furniture reduced to essentials: a rolling catering counter, two high tables, and eight black Armani stools. Nothing competes with the product.

The experience

The visitor enters out of curiosity and stays for thirty minutes.

The journey through the stand is designed to need no guide. The visitor enters from the main aisle, reads the side wall with its aspirational imagery, turns towards the LED panel, and stops. The lighting changes. A sequence begins. Curiosity activates.

That is when Wallbox's commercial team takes over. The conversation no longer begins with explaining what Wallbox is, but with answering a specific question from the visitor: how that mode works, what consumption it requires, what the Supernova costs, whether it is compatible with their building's installation.

At midday the stand transforms. Two waiters dressed in black deploy catering on the rolling counter: Iberian ham, Manchego cheese, mini salmon bagels, mini focaccias with roasted vegetables, a beer tap with a 30-litre barrel and daily replenishment. Forty people per session. Sales reps use the pause to close the meetings that have been chaining since morning.

The result

Genera stops being a passing fair and becomes a demonstration room.

The stand serves its industrial function without raising its voice. Wallbox returned to Bacus at Genera after a previous edition of collaboration. The brand consolidated a multi-year presence at IFEMA with a consistent stand language and a differentiating piece updated each edition.

The result is measured in what an industrial sector fair demands: catalogue visible, product operating, commercial conversations chaining, and a brand team that reaches the end of the fair without having had to explain the basics to every visitor. The LED panel does that background work for three full days.

The project was dismantled in six hours with one person in the cab and all Wallbox product packaged for direct return to the logistics warehouse.

Client
Wallbox
Attendees
800
Venue
IFEMA Madrid · Feria Genera

Frequently asked questions · Wallbox Stand Genera Madrid

What readers ask after this case.

  • Bacus Events takes on creative direction, industrial stand design, and executive production. For large-format projects at IFEMA, Bacus operates with specialised producers such as Servis in the Wallbox Genera case. That formula combines creative control and client relationship from Bacus with the operational capacity for fabrication, transport, assembly, and management of technical services in the pavilion. IFEMA requires contracting electrical power, rigging, cleaning, assembly passes, and coordination with the organiser on rigid timelines — and that is where the creative-plus-industrial-producer pairing reduces risk.

  • The Wallbox Genera project required five days of progressive assembly. Day one: rigging, lights, and upper truss frieze cube. Day two: floor cabling and raised platform. Day three: modular Máxima walls. Day four: printed canvas graphics and furniture placement. Day five: physical product installation, finishing touches, and electrical tests. Dismantling was executed in six hours the day after closing. This schedule is designed backwards from the opening hour and depends on the order in which IFEMA releases pavilion access, the contracted electrical power, and the logistics of product delivery from the client's central warehouse.

  • The Bacus formula for Wallbox combines three layers. First: the physical product is installed plugged in and operational, with real LEDs and charging cycles — no mock-ups. Second: a differentiating automated piece — in this case a programmable LED panel with I/O hardware and timing-sequence software — runs through the catalogue on loop and illuminates each charging mode. Third: interactive iPads alongside each product allow the visitor to consult specifications in self-service mode. The visitor self-educates during the first minutes and the sales rep enters when the conversation is already specific. The stand works for the commercial team, not the other way around.

  • Beyond stand design and production, IFEMA requires contracting electrical power dimensioned to the catalogue's consumption — on projects of the Wallbox type, around 19 kW. Daily cleaning contracted according to pavilion type. Rigging for any element suspended from the ceiling. Internet connection with a defined number of users. Assembly passes and staff managed through the exhibitor platform. Own or IFEMA-rental furniture. Authorised catering if food is served at the stand, with tableware, waiters, and beverage replenishment. Bacus manages the full set as the single point of contact with IFEMA and centralises service invoicing for the client.

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