United Wagon Company (UWC) is the largest manufacturer of freight railway cars in Russia. In 2012, the company launched new production facilities and automated the assembly line at the Tikhvin Plant.
Challenge
The task was to represent the plant and its products at the specialized Expo 1520 exhibition, with a focus on the modernized assembly line. The challenge was that many other exhibitors also emphasized their technical innovations, making it difficult to stand out. As a result, the booth risked being forgettable.
Solution
We decided to engage visitors emotionally by incorporating street artists. Railway workers have a deep connection to the wagons they produce, and graffiti at a specialized exhibition was seen as provocative. The mural depicted the process of manufacturing a wagon using the new equipment.
Result
The risk paid off, and the response was overwhelmingly positive. The graffiti-painted wagons became a standout attraction at the exhibition, drawing significant attention to the company’s booth. Visitors were eager to learn more about the story behind the mural, providing a natural opportunity for booth staff to discuss the company’s innovations and new equipment. As a result, UWC’s participation in Expo 1520 was a resounding success.
Roles: management, art direction, artwork, creative direction
