Already in the run-up to the trade fair Xella had already drawn attention to itself with video animations developed by amprojektraum. The Xella group with its well-known brands Ytong, Multipor and Fermacell appeared at Bau 2017, impressing with its brand names printed on 1,000m² of printed fabric. Practically oriented product information is displayed on higher than room height wall panels. This is reinforced by bespoke multi- media forms of communication. A large centrally placed marketing spiral spectacularly links the meeting areas with the brand display.