How strategic trade fair catering became a sustainable brand experience for Lightnet

Management Summary

For leading lighting manufacturer Lightnet, the challenge at the world's leading trade fair Light + Building was to make its own brand values — innovation, design quality and sustainability — tangible beyond the product. FLOW THE KITCHEN developed a tailor-made event catering concept that transformed the exhibition stand into a center of attraction. Thanks to a dynamic “flying buffet”, a consistent zero-waste concept and proactive service, catering became an integral part of brand communication. The result: a significantly longer stay for guests, a noticeably positive atmosphere and the authentic communication of the customer's message of sustainability.

Customer: Lightnet — excellence in lighting and architecture

Lightnet is a specialist in professional building lighting. The brand stands for technological precision, sophisticated design and a deep commitment to sustainable, European production. For such a premium provider, a trade fair presence is more than just a product show — it is the most important stage for live communication with architects, planners and decision makers.

Challenge: More than just food

Standard catering with paper cups and uninspired snacks would have meant a break in Lightnet's high-quality brand communication. The central challenge was:

• Brand consistency: The catering had to reflect the high quality and aesthetics of the Lightnet brand.
• Making sustainability tangible: The “Sustainability @ lightnet” communicated on a wall should be felt and tasted by guests, not just an empty promise.
• Encourage networking: The stand should not just be a showroom, but a lively meeting place that invites you to talk and be remembered.

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Solution: Catering as part of the presentation

We're in a state of flux, but against the tide of standard catering. Our approach was to tell a culinary story that picks up on and reinforces Lightnet's core messages.

The culinary, Communication in motion‍

Instead of a static buffet that blocks communication, we relied on a dynamic flying buffet. Our service team proactively moved through the guests and offered artfully prepared, contemporary dishes in high-quality porcelain bowls and glasses.

• The advantage: The guests remained mobile, conversations were not interrupted and every contact with our service team became a positive, personal interaction.

Sustainability from wall to plate‍

We have translated Lightnet's sustainability strategy into our logistics and food concept.

• Zero-waste logistics: We worked exclusively with Reusable dishes and glasses. A well-thought-out logistics system in the background ensured a smooth cycle — visible to the guests and a strong, lived statement.
• Radically seasonal & regional: The food itself was based on high-quality, seasonal products from regional partners in order to minimize transport routes and guarantee maximum freshness.

Service as hospitality‍

Our team saw themselves not as temporary workers, but as Ambassador of hospitality. Dressed in professional aprons with our logo, they acted attentively, friendly and confidently. They made a significant contribution to turning the exhibition stand into a place where guests felt valued and at ease.

Result: An exhibition stand that is memorable

The implementation of our concept had a direct and measurable impact on the success of Lightnet's presence at the trade fair:

• Vibrant networking hub: The stand was always excellently visited. The inviting atmosphere transformed it into a central meeting place for the industry.
• Increased length of stay: Guests stayed significantly longer, which led to more intensive and high-quality discussions for Lightnet's sales team.
• Authentic brand message: The sustainability strategy went from a claim to a credible experience. This strengthened brand perception and differentiation from the competition.
• Complete relief: The Lightnet team was able to focus 100% on their customers, with full confidence that the guest experience was perfectly organized.

Customer voice

“Working with FLOW THE KITCHEN was more than just booking a caterer. They were a strategic partner who understood and perfectly presented our brand values. The feedback from our customers was overwhelming. The stand was alive and catering was an essential part of this success.”

— (Head of Marketing, Lightnet)

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Do you also want your next trade fair appearance to inspire?

This case study shows that trade fair catering is most effective when it stops being pure supply and becomes a well-thought-out part of your brand strategy.

If you too are planning a trade fair appearance that not only provides information but also makes a lasting impression, then let us talk. We develop a concept that is precisely tailored to your brand, your goals and your guests.

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[Request a non-binding concept now]

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