Nearly two decades after building the original expanding sphere
, Hoberman has updated its classic transformable design for the new millennium.
Hoberman installed its new Expanding Sphere at the center of the Deutsche Telekom
(parent company of the T-Mobile brand) booth at the 2010 CeBIT trade fair in Hanover. CeBIT
is an annual fair showcasing digital IT and telecommunications solutions and is globally the largest of its kind.
Hoberman was contracted by q~bus Mediatektur
, the innovative Berlin-based company responsible for the design and realization of Deutsche Telekom’s 6000 square meter booth—a technologically sophisticated brand environment that included an interactive multi-user environment incorporating 25 megapixels of video displays.
Suspended centrally above this environment, the Expanding Sphere was "the heartbeat of the stand," rhythmically pulsing and casting shadows onto the curved walls of the booth. The sphere, capable of expanding from 1.3 to 4.5 meters, is made from milled aircraft aluminum and has a refined geometry with curved struts and hubs and cleverly concealed assembly details; all powder-coated in white for a sleek, modern aesthetic.
Every hour, the booth would come alive in a multimedia brand presentation with the motto “big changes start from scratch,” the Expanding Sphere dynamically growing and interacting with an elaborate choreography of lighting and LED video displays.
The high visibility and dynamism of the sphere contributed to the exhibit’s success, drawing over 38,000 people daily, with more than 190,000 visitors total—well over half of all visitors to CeBIT 2010.
Exhibit photographs courtesy of q~bus Mediatektur GmbH.