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by David R. Brousell, MA Editorial Staff
Posted on Sunday, August 24, 2008 3:00:00 AM Sign Up to receive Daily News Alerts in your E-mail Inbox    | Abstract: | For Siemens, exiderdome is an attempt to demonstrate not only the breadth and depth of its offerings; it is also an attempt to convey the message that the Siemens brand itself is strong, persistent, and very, very real. |
| Keywords: | Siemens, exiderdome, exider train |
At first, and maybe even second, glance, it looks like just a bunch of shipping containers stacked on a barge. But these are no ordinary shipping containers and the barge they are on does not have a regular commercial route.
What I was looking at on a perfectly clear, warm day at a pier in Chicago was a marketing campaign of unprecedented proportions and, some might say, audacity. On that day, July 17, Siemens, the giant engineering and automation company, arrived in Chicago with its 500-ton "traveling technology expo and learning laboratory" called exiderdome.
A two-story, modular building with 10,000 square feet of exhibit, office, and gathering space devoted to showcasing what Siemens claims is 137,000 products, exiderdome first got under way in 2005 in Shanghai and has been traveling the world ever since. It is scheduled to visit nine U.S. cities through next year. After Chicago, the exhibit was scheduled to visit Detroit and Toronto last month and will arrive in Montreal and Quebec in September, Halifax and Boston in October, and New York and Charlotte, NC, in November and December. In 2009, the "World of Automation," as Siemens also calls it, will travel to Orlando, FL; Los Angeles; Denver; and Houston before heading to South America.
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