Posted on 29/05/2016

This year was the first year we exhibited at PLM World and the first year I attended the event. In contrast to most of the other software and technology focused events I've attended this one is super specific in its remit and audience. With events like NVIDIA' s Graphics Technology Conference (GTC) and SIGGRAPH there is a broad spectrum of industry and software companies discussing multiple options and applications, at PLM everyone uses a Siemens product, which feed into their eco-system. From a marketing and promotion point-of-view it was refreshing to be able to clearly segment the audience and tailor the message.

The thing I was most interested in seeing was the Eclipse 550 jet that we worked on in 2015. As a Siemens Solutions Partner we were invited to work with Eclipse Aerospace (part of the One Aviation Group) on an innovative idea they had for physical promotion of their product - wrapping the exterior of the jet with a render of the interior and mechanical components. No mean feat by anyone's standards, unless your Christo and you've already wrapped the Reichstag


I'd seen the initial renders, the finished renders, the photos of the application process, photos of the final instillations and I'd watched the case study innumerable times but actually seeing the physical plane was something different.

The size of the jet was different from what I'd expected - simultaneously bigger and smaller  - and the glossy reflective surface and depth of colour of the wraps wasn't something that had translated on to film. Being able to look at the intricate details of the mechanical workings in situ was great; it was also enjoyable seeing and hearing other peoples'  reactions to the project. Often in software  we're so  removed from the end user experience or reaction that we don't appreciate how our work engages or influences others.

There was a lot of talk at this year's event about the use, and importance, of digital twins and how having a complete digital representation of your product can reduce down-time in manufacturing, allow for changes to be made more easily throughout the design workflow and speed-up the process of documentation development. For me having 'access' to all areas of a product means that the marketing process can be integrated more fully into the product design process from an earlier stage; developing collateral and content alongside the design and manufacture process.

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