HORSCH Studio – from the Agritechnica to Sitzenhof
Besides the machines and innovations at the stand, the HORSCH Studio was a real eye-catcher at the Agritechnica – a converted shipping container with large glass fronts. However, the Studio was not just an Agritechnica project; the concept is more comprehensive.
The Agritechnica brings together people from diverse nations: farmers, sales partners, and experts who contribute their own experiences, challenges, and opinions on current topics. For HORSCH, the show, therefore, is an important meeting place for exchange. It was thus a logical step to benefit from the potential of the Agritechnica by capturing conversations, opinions, and expertise directly on-site and making this content available through HORSCH's various channels. With formats like HORSCH Live and the HORSCH Seminar, HORSCH already offers a platform for conveying valuable professional information and facilitating exchange with experts.
These considerations led to the idea of a production studio directly at the exhibition stand. Containers had already been used as functional elements at the Agritechnica 2023, and these advantages were to be used for the Studio as well. To achieve this, one container was converted and, for a better view of the stand, placed on top of another container, with large glass panels integrated into the front. Inside, a well-designed studio environment was created, featuring a small stage with seating for guests, a workspace for the recording manager, and even a workstation for an editor who processed the video footage live during the show. This allowed for publishing some initial videos and sharing them via HORSCH's channels during the Agritechnica.
Project with a vision
A total of 27 panel discussions in seven languages were recorded in the HORSCH Studio during the Agritechnica. Most topics were scheduled in advance, but some developed spontaneously during the show. The content ranged from tillage systems (Polish) and modulation (French) to digitalisation, PatchSpraying, various seeding methods (German), and winter rapeseed in the USA (English). All contributions will be released gradually as videos and podcasts and can be accessed at horsch.com/studio.
However, the Studio is not a one-off Agritechnica project as there are numerous topics to discuss and as there is a regular exchange with interesting visitors from various countries at Sitzenhof. Therefore, this is where the container will have a permanent location in the future. The Studio is to develop into a permanent platform for producing practical content, discussing current issues, and providing content with a real added value.