Electronica 2024 Automotive Demo Screen

Challenge
© STMicroelectronics is a global leader in semiconductor manufacturing, producing microchips used in applications from electric vehicles and industrial machinery to smartphones and data centres.

As the company has grown rapidly over the past five years, it has sought to elevate how it presents its innovation and expertise, particularly within the automotive sector.

A key opportunity to do this was Electronica, the world’s largest electronics trade fair, held every two years in Munich. Electronica brings together semiconductor manufacturers, automotive technology companies, engineers and procurement teams from across the global electronics industry.

For © STMicroelectronics, the challenge was to communicate complex semiconductor technologies in a clear and engaging way. Chips play a critical role in modern vehicles, but they are rarely visible within finished systems. The experience needed to attract visitors to the stand while explaining how © STMicroelectronics solutions enable key automotive functions.

Strategy
Our strategy focused on making the invisible visible.

Rather than presenting individual components, we built the story around real automotive use cases. By placing ST’s technology within a vehicle environment, visitors could see how different semiconductor solutions power systems such as electrification, safety and connectivity.

The concept centred on a dual screen interactive experience that combined exploration, visual impact and technical information. The platform was also designed to be modular so that use cases could be updated and reused at future events.

Creative
The solution was a dual screen interactive installation built using hyper realistic CGI and 3D animation.

A large horizontal touchscreen allowed visitors to explore a digital vehicle and navigate between six to eight automotive use cases. Selecting areas of the vehicle revealed technical annotations, product highlights and system explanations tailored to engineering and procurement audiences.

Alongside this, a vertical screen displayed synchronised CGI animations and exploded views of vehicle systems, acting as a visual attractor and reinforcing the storytelling.

The installation combined cinematic visuals with clear technical information and was delivered as a turnkey solution that could be deployed globally through a simple plug and play setup.

Results
The installation helped © STMicroelectronics communicate its automotive technologies in a clearer and more engaging way at Electronica 2024.

The experience attracted visitors through striking CGI visuals while allowing them to explore complex vehicle systems through an intuitive interface.

By combining visual storytelling with technical depth, the platform engaged both engineers and commercial decision makers. It also created a flexible asset that can be reused and adapted for future exhibitions.

Most importantly, it helped bring semiconductor technology to life, reinforcing © STMicroelectronics’s position as a leader in automotive electronics.