Relevance and visibility. Just two terms? Often empty words that are used inflationary in the communication environment. But if we fill them with life, these words become the claim and most important goal of every corporate communication.
The “hidden champions” of our global market already come very close to them – clearly measurable, not least by their positive business figures. But how do they break free from the corset of invisibility? How do they become champions? Without “hidden”.
Uzin Utz AG is a construction chemicals specialist and world market leader in floor construction. But: lack of visibility in a double sense. The products are “low interest” and are mainly used under floor coverings. In the year of the company’s 100th anniversary, Uzin Utz senses a historic opportunity and sets out for a dimensional leap into a new self-image. And builds a time machine. With “The Future Among Us”, we are opening a globally active future workshop that thinks the ground of the future.
We let more than 40 international innovators from architecture, science, medicine and art come up with ideas. This is followed by the construction of seven concept studies that show what soil could still be tomorrow. How it could look, feel, function. Could. Because the seven studies show one thing above all: there is potential for development in the concept of flooring.
For the Centennial, Uzin Utz AG opens the view into its future workshop
and shows the status quo of the studies in a large anniversary exhibition.
Accompanying media are created: a website, two books, a campaign and more. Mainly, however, Uzin Utz and Dorten trigger a discourse. So persistent that the exhibition goes on tour for several years and inspires across industries. Today, “The Future Among Us” has finally become a permanent research and development platform and an integral part of the company’s strategic pre-development. In short: It has prepared the ground for Uzin Utz.
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