DRP visits the Hannover Messe 2025

Monday morning, 7:23 am. Hamburg Central Station. While the start of the working week is still a bit hungover and we wonder why it only feels like 6:23 a.m., the technology experts of our agency meet on the drafty platform 4 to continue their journey to Hannover. To refuel on inspiration – at HANNOVER MESSE 2025. A name as if milled from a solid block of aluminum. Laser-cut from stainless steel. Bent from solid iron pipes by an industrial robot. Blue overalls meet suit. Cutting oil meets aftershave. Business meets wonder.

How are the world’s best industrial companies shaping the future? What role will alternative technologies play? And how can progress be made in an ecologically sustainable way?

Our trade show delegation Christoph Lapczyna, Simon Lenke, Ferdinand Prösch and Clemens Bauer sought answers to these questions. Their most important findings:

• Artificial intelligence is being marketed extensively in all areas and is now in its third year as a selling point for innovation.
• To attract a large audience, you need simple and eye-catching visualization highlights, even at a trade show. Most visitors stood around stands with robots, Lego or Formula 1 cars. Worth seeing. But often a bit banal.
• Chinese exhibitors are very present here, as recently in the automotive sector, and have many innovative technological solutions to offer, especially in the field of energy. The speed of development is remarkable, as is the courage to think outside the box.
• Energy storage is becoming an increasingly important issue for the industry. There are different technical approaches, from battery stacks to thermal energy storage systems. This can also be seen here in many cases: Green power is essential for a CO2-neutral economy, and intermediate storage can compensate for “dark lulls” when renewable resources are not producing electricity.