It is both the design and the novel operational concept that make the "dieForm" exhibition so innovative. All of the products of the virtual showroom are physically on display. Visitors are distracted from the product neither by advertising nor sales staff. Additional information about each product can be found on multimedia displays or via QR code in the virtual showroom (app and website), where the products can also be ordered on the spot. The concept allows an exciting range of products to be showcased while emphasising the product rather than the brand.