Exidertrain
A travelling showcase of Siemens automation and drives, built into a train that visits global trade fairs and customer sites.
The format followed the logic of where industrial buyers actually are — most large customer sites and exhibition grounds already have railway sidings.
Siemens needed to bring its automation and drives portfolio directly to industrial customers around the world. The audience is distributed across factories, refineries, mining sites and ports — places that don't travel to central showrooms but do, almost without exception, have rail access. A travelling exhibition was the obvious format. A train was the obvious vehicle. The harder problem was the interior: a sequence of narrow carriages is not a natural showcase space, and the content had to work inside that constraint rather than against it.
The show was built as a sequential narrative, one carriage at a time. Visitors moved through the train rather than circulating in it, which turned the constraint of the format into the structure of the story — each carriage was a chapter, and the transitions between them were part of the pacing.
The opening carriage carried the heaviest design load. Mirror reflections and holograms were used to dissolve the visual boundary of the interior, so the first impression wasn't of stepping into a narrow space but of stepping into one that didn't end where the walls did. The effect was technical rather than decorative: the room had to read as larger than it was before the content about Siemens automation could land at the scale Siemens needed.
From there, the carriages stepped through the portfolio in sequence, each tuned to the technology it housed.
The Exidertrain ran as an active travelling showcase, visiting trade fairs and Siemens customer sites across multiple markets. The project led directly to a global follow-up commission — the Siemens Exiderdome, a worldwide media architecture tour built on the same logic at larger scale.
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