- 4 min reading
When companies want to stand out, from global motorsport events to national celebrations or beachfront festivals, they turn to Adapteo. Across Germany, Adapteo has shown that modular showrooms are anything but basic. They can be immersive, design-forward, weatherproof, sustainable, and fully tailored to a brand’s identity.
Modular architecture that elevates brands
Across seven major clients and industries, Adapteo delivered modular solutions that functioned as experiential environments rather than temporary "boxes". With our modular solutions, we created awareness and excitement for public activities put forward by Hyundai, Citroën, BMW Motorrad, Audi, and Land Rover, plus the German Aerospace Center (DLR) and the national organisers of German Unity Day.
As one customer noted:
The quality and execution of Adapteo’s modular buildings exceeded all expectations.
These projects demonstrate a clear truth:
- Modular is modern.
- Modular is flexible.
- Modular is brand-building.
- Modular is never boring.
Why brands choose Adapteo: capabilities at a glance
Before diving into the individual examples, here are the defining strengths of Adapteo’s event modules, demonstrated repeatedly across projects:
- Customized branding
Fabric façades, custom cladding, panoramic glass, LED lighting, media walls, rooftop terraces, or grandstands branded with logos.
- Built for experience
DJ booths, e-sports arenas, wine bars, pop-up shops, networking lounges, kitchens, and viewing platforms.
- Designed for storytelling
From BMW Motorrad’s lifestyle campaign to Citroën’s beachfront showroom, modules become part of the brand narrative.
- Sustainability at the core
Modular systems are reused across events, reducing waste and making marketing more circular.
- Speed and logistics
Large-scale builds, from 6 to 40+ modules, assembled in days or weeks rather than months.
- Engineering that handles any environment
From wind zone 4 on Sylt’s beaches to the narrow paddocks of Nürburgring.
Showrooms in the spotlight
Across these cases, Adapteo consistently proves that modular construction is a strategic tool for marketing rather than a compromise.
1. Hyundai Showrooms at the Nürburgring 24h Race
Adapteo partnered with INNOCEAN Europe to build a multi-experience Hyundai fan zone with 37 modules:
- Interactive e-sports arena
- Competitions and autograph sessions
- Branded grandstand visible across the paddock
- LED-lit atmosphere and DJ booth
- Showroom for Hyundai race cars
The result was a motorsport playground, where tech, brand identity, and fan experience merged seamlessly.
2. Horticultural Expo (BUGA) Pavilion for the German Aerospace Center (DLR)
At BUGA Mannheim 2023, DLR wanted to demonstrate its futuristic U-Shift mobility concept. Adapteo delivered a sustainable, recycled-material pavilion with panoramic glazing, rooftop terrace, networking areas, and climate control. After the expo, the modules were dismantled and reused, keeping modular circularity in action.
For Adapteo Germany's Managing Director, Benjamin Schretter, the concept aligned perfectly with the event’s sustainability theme:
Flexibility is one of the biggest requirements. Our event containers form the basis for cost-effective, sustainable solutions.
3. German Unity Day: 16 State Pavilions + SWR1 Glass Hit Parade Studio
During the national celebrations in Erfurt, Adapteo delivered a network of custom-designed mobile pavilions representing all 16 German federal states. For SWR1’s “Glass Studio,” Adapteo installed a fully glazed, two-storey broadcasting facility in just nine days, showing the public how modular architecture can literally bring radio “out into the open.” Adapteo’s modules were a central visual and functional element of the celebration.
Adapteo Germany's Managing Director, Benjamin Schretter emphasizes:
Our mobile showrooms impress with their flexibility and adaptability, but are both cost-efficient and sustainable.
4. Pop-Up Wine Shop at ProWein: Experiential Marketing in Düsseldorf
For the ProWein trade fair, Adapteo created an exclusive pop-up wine bar and tasting shop, showing how modular structures can support high-end consumer experiences and promotions.
Adapteo’s track record in pop-ups, from MTV Awards to wine boutiques, shows that brands trust modular solutions when they want speed, style, and impact.
5. BMW Motorrad “MAKE LIFE A RIDE” Showroom
To support BMW Motorrad’s global lifestyle campaign, Adapteo designed a glass-walled vehicle showcase in Frankfurt. The modular “glass garage” served as a backdrop for:
- Lifestyle storytelling
- Bike displays
- Urban brand experiences
Adapteo was responsible for the full process, from conception to design and implementation.
6. Audi Nines MTB Event: Viewing Platform and Lounge
For one of Europe’s most spectacular mountain biking events, Adapteo delivered a two-storey viewing and hospitality facility:
- Panoramic views of enormous jumps
- Lounge areas, kitchen, and social spaces
- Workspace for international film crews
- Weather-resistant glass façade
The modular building became the heart of the athlete and media zone and helped define the event experience on site.
7. Windsurf World Cup on Sylt: Citroën & Land Rover Showrooms
At one of Germany’s most iconic outdoor sports festivals, Adapteo delivered:
For Citroën
- Beach-integrated façade in brand colors
- Brick-style wall panels
- Large media screen
- Fully glazed event modules
For Land Rover DEFENDER
- A custom-designed, coastal-proof modular showroom
- Engineered for wind zone 4, the toughest in Germany
Our event containers are not only versatile and aesthetic, but also very robust and can withstand difficult weather conditions such as those on Sylt.
-Christian Härtge, Head of Events
Modularity as a strategic asset for marketing
From racetracks and beaches to wine fairs and national celebrations, Adapteo’s projects show that modular construction can:
- Build iconic brand presence
- Create immersive audience experiences
- Enable rapid deployment at scale
- Support sustainability and circularity
- Deliver comfort, style, and engineering strength
For marketers, event organisers, and brand managers, modular solutions is a strong alternative to traditional event builds. Adapteo shows how flexible, well-designed spaces can shape event experiences.
