The brief for KeyWe was to develop a phygital experience capable of explaining complex transport and logistics services.

The interaction was designed to be completely natural: no buttons, no menus, no instructions to follow. A simple gesture was all it took to activate the content. This approach draws on the principles of experiential learning, in which direct interaction with objects guides discovery.

The exhibition stand featured a large-scale model of an MSC cargo ship with a built-in RFID reader.

Visitors could choose one of the models on display, each representing a different type of special cargo: a hydraulic hammer (hydrohammer), a railway wagon, crane components, refrigeration systems, industrial motors and rotors.

Each model was equipped with a unique RFID tag. When a visitor placed it inside the ship, the system recognised it and triggered a dedicated video clip on the display illustrating the relevant cargo solution.

The production and installation of the 3D model of the cargo ship within the stand were entrusted to the local stand builder, STND.

As well as developing the mechanics of the experience, the KeyWe team worked on enhancing and optimising the dedicated digital content.

KeyWe’s Art Direction department streamlined the information and defined the content script. The focus on design enabled technical data and business information to be transformed into a clear, visual and immediate narrative.

Through animations, infographics and examples, the audience embarked on an immediate and engaging journey of discovery. The digital content conveyed information that was easy to understand, fostering a valuable relationship between the company and its audience.

Before installation, MSC was able to validate the project through a series of simulations and tests. KeyWe’s 3D team created a realistic preview of the installation, thereby allowing the team to visualise the dimensions and the final aesthetic result.

At the same time, the team presented the RFID technology to the client, working together to assess the mechanics of the interaction and identifying the most suitable configuration.

The Proof of Concept (PoC) phase took place in the phygital showroom at KeyWe’s headquarters. Functional and reliability tests were carried out there.

The installation, featuring integrated RFID technology, was unveiled at the Breakbulk Europe 2026 trade fair in Rotterdam, where over 300 visitors interacted with the experience over the course of three days.

The technology delivered consistent performance throughout the event, confirming the effectiveness of the design and the preliminary testing.