When engineering
is explained clearly
Axial Structural en Genera Madrid 2025
THE CHALLENGE
The context of the photovoltaic market in Spain is becoming increasingly demanding. Complex terrain, irregular topography, and greater exposure to extreme weather phenomena force companies to demonstrate not only innovation, but also proven reliability in the field.
For Axial Structural Solutions, its presence at GENERA 2025 represented a clear challenge: to convey the technical solidity of its solutions to the trade fair environment, to explain highly specialized technologies and to generate valuable conversations with technical profiles and decision-makers, all in a limited space and in a very competitive environment like IFEMA Madrid.
The stand had to become a communication tool capable of simplifying complexity, reinforcing trust, and contextualizing solutions designed for real, not ideal, conditions.
OUR APPROACH
At TARS Design we approach the project as a translation exercise. Translating engineering into experience. Translating data into understanding. Translating innovation into trust. We designed an audiovisual stand where the technology wasn’t decorative, but functional. The main LED screen became the narrative axis of the space, allowing projects, field behaviors and technical arguments to be displayed with an immediate visual impact.
We integrated strategically placed interactive touchscreens so that each visitor could explore, at their own pace, solutions like the AxialTracker 2TT, the Twin, and the SlopeSync, understanding their performance in windy conditions, varying slopes, and complex weather scenarios. The entire audiovisual system—image, sound, and controls—was designed to complement the sales conversation, facilitating technical meetings, impromptu presentations, and clear, seamless demonstrations. The result was an orderly, contemporary space deeply oriented towards professional interaction.
“We worked to ensure that Axial’s innovation was immediately understood, even by highly specialized profiles, creating a comfortable, clear and professional space.”
Mateo Escolano Bertomeu, Project Manager
THE RESULTS
During the three days of the trade fair, Axial’s stand stood out for its clear presentation and its ability to attract and retain a highly qualified audience. The technology allowed for the direct explanation of complex solutions, supporting the sales team’s technical presentation and generating deeper, more productive conversations.
El espacio funcionó tanto como punto de encuentro como herramienta de trabajo, reforzando el posicionamiento de Axial como un proveedor con soluciones probadas, robustas y adaptadas a los nuevos desafíos del sector fotovoltaico. GENERA 2025 se convirtió así en una plataforma para consolidar relaciones, abrir nuevas oportunidades y reforzar la confianza en un mercado que exige certezas.
LET'S GET TO KNOW
EACH OTHER
