Johnson Controls brings innovation off the stand and onto the road
Johnson Controls embarks on an ambitious three-year European roadshow, bringing its advanced Building Automation, HVAC, Industrial Refrigeration and Fire and Safety solutions directly to the market. Together with EventRent, this large-scale mobile showroom project spans more than 45 cities across 20 countries in its first year alone, setting a new benchmark for experiential B2B marketing in the building technology sector.
A Mobile Showroom Built for Impact
At the heart of the project is a fully equipped, high-end mobile showroom; a travelling Innovation Studio that transforms complex technical solutions into engaging, hands-on experiences.
Inside the mobile environment, visitors explore:
- Advanced Building Automation Systems
- Integrated digital platforms and smart building scenarios
- Comprehensive HVAC solutions, including 3D product models
- Industrial Refrigeration technologies
- Advanced Fire Detection
- Integrated Security intelligence
- Immersive product presentations
Through live demonstrations, technical workshops and expert-led Q&A sessions, the roadshow connects directly with end customers, consultants, contractors, distributors and students.
By physically bringing innovation to key markets, Johnson Controls removes barriers to engagement and creates meaningful, face-to-face interactions that digital channels alone cannot achieve.
45+ Cities, 20 Countries, One Roadshow Strategy
The first year of the tour covers key markets across Europe, strategically divided into two phases before and after the summer period. This structured approach maximizes regional impact while maintaining operational efficiency.
A multi-country roadshow of this scale requires meticulous planning, logistical precision and consistent brand execution. EventRent manages the complete realization, from trailer configuration and technical integration to routing, transport, on-site setup and local activation support.
The result: a seamless premium brand experience in every city, regardless of location.
Why a Mobile Experience Works in the Building Technology Sector
For complex technical solutions such as HVAC (Heating, Ventilation and Air Conditioning), Controls, industrial refrigeration and Fire and Safety solutions, experiential marketing plays a crucial role in accelerating decision-making.
A mobile showroom allows stakeholders to:
- Interact directly with equipment and digital systems
- Understand how integrated solutions function together seamlessly
- Experience real-world building scenarios
- Engage in in-depth technical discussions with specialists
This approach shortens sales cycles, strengthens trust and fits perfectly with Johnson Controls as a long-term technology and solutions partner, rather than a standalone product supplier.
Supporting Long-Term Growth Through a 3-Year Partnership
This roadshow marks the beginning of a three-year collaboration between Johnson Controls and EventRent. The long-term commitment ensures continuity, scalability and flexibility to evolve the mobile concept as technologies and market needs develop.
By investing in a multi-year European roadshow strategy, Johnson Controls demonstrates confidence in experiential marketing as a driver for sustainable growth, brand leadership and community building within the building technologies sector.
For EventRent, this project showcases our expertise in:
- International mobile showroom production
- Complex logistics and cross-border coordination
- Technical integration of high-end equipment
- Corporate roadshow management
- B2B experiential marketing execution
Setting Innovation in Motion
The Johnson Controls European Roadshow proves that innovation does not need to wait in a showroom or trade fair hall. It can travel directly to the customer.
Through strategic planning, technical excellence and operational precision, EventRent enables global brands to turn mobility into measurable impact.
Looking for a partner to deliver your international mobile showroom, European roadshow or experiential marketing activation?
EventRent brings your brand on the road, professionally, strategically and at scale.
Get in touch today to discuss all the possibilities for your brand!