PAULBERGER
“Sparkling and impressive – just like the brand’s success: a double-deck stand as a statement”
Projectmanagement: Martina Braun & Alexander Frohnert Managing Directors
PAULBERGER Limo – who hasn’t heard of YouTube star iCrimax’s hit soft drink?
iCrimax started uploading his first YouTube videos at the age of eleven. Today, he is one of Germany’s most popular and successful content creators. In 2023, he launched his own soft drink brand, PAULBERGER Limo – and it was an instant hit. Two years later came the next highlight: his very own trade fair stand at gamescom in Cologne. Here’s how we transformed the rapid success of the colorful cans into a spectacular trade show presence.
The stand covered more than 200 square meters, offering plenty of space for a real wow-effect. Right from PAULBERGER’s first appearance, we went for a bold statement: a double-deck booth with a clear layout. The goal was to create an open stand where trade visitors, creators, and YouTubers alike would feel at home.
On the ground floor, we created a gaming room with glass walls, blue neon lights, and an optimized acoustic design – perfect for iCrimax’s streams and an up-close experience for fans. This was complemented by a meeting room, generous storage areas, and a carefully designed visitor flow. To ensure everything ran smoothly, we added air conditioning for the gaming space and a safe, separate backstage entrance for creators at the rear of the stand.
In front of the double-deck structure, a large area opened up for autograph sessions, selfies with mascot Paul, and photos in front of the oversized beverage can. Of course, ice-cold Limo in Peach, Apple, Lemon, or Bubblegum flavor was a must. To shorten waiting times, we integrated photo spots around the booth, a hidden QR-code Easter egg game, and varied prize draws.
Visitors could follow live streams – and for those who didn’t grab a front-row seat, a massive 98-inch screen broadcasted all the action. Want to take home your very own Paulbergerchen? A live illustrator on-site made it happen – keeping fans entertained while they waited for iCrimax’s autograph session.
Upstairs, guests were welcomed into a stylish lounge with white armchairs and tables – inspired by mascot Paul – red carpeting, and DJ entertainment that created a true party vibe. Creators performed here alongside up-and-coming DJs, while visitors enjoyed a stunning view across the buzzing trade show floor.
The design was bright, bold, and unmistakably on-brand: a branded photo floor in signature colors, seamless premium textile graphics, and a carefully tuned lighting concept completed the look. The result was a high-energy brand presence that perfectly brought the PAULBERGER Limo spirit to the trade fair stage.
