In an inaugural ceremony, Germany´s President Horst Köhler officially opened Stuttgart´s "Neue Messe" new trade fair centre. The concept for the ceremony was derived entirely from the new trade fair centre´s own corporate identity: the yellow and grey silhouettes used in the 2D publicity campaign were transformed into three and four-dimensional features. Stage design, moving back-projections, lighting effects and the choreography developed with Rolando D´Alesio for 20 dancers from the John Cranko School melded to form a theatrical corporate design experience.