On and Kuehne+Nagel had been working together since 2010.
As the Swiss performance brand expanded rapidly across Europe, that relationship was entering a new phase: a ten-year partnership extension and a major new fulfilment operation in Luxembourg designed to support On's growing European business.
What had initially been announced as a 20,000 m² logistics centre ultimately opened as a 34,000 m² e-commerce fulfilment facility in Contern.
Its inauguration would bring together Luxembourg Prime Minister Xavier Bettel, Kuehne+Nagel Honorary Chairman Klaus-Michael Kühne, senior representatives from On, B Medical Systems, government representatives and other guests.
BAMHUB was asked to create the official film for that moment.
But the real challenge was larger than producing a video.
How do you turn a 34,000 m² logistics operation, a decade-long international partnership, two global companies and Luxembourg's role at the centre of European distribution into one story that works for everyone in the room?
The new facility was not simply additional warehouse capacity.
For Kuehne+Nagel, it represented the expansion of its contract logistics and e-commerce capabilities from a strategically located European hub.
For On, it was infrastructure supporting the next stage of its European growth.
For Luxembourg, it reinforced the country's position as a logistics gateway at the centre of Europe.
And behind all of this was a highly technical operation involving storage, picking, packing, sorting, conveyors, people and products moving continuously through the building.
BAMHUB first had to understand those different realities before deciding how to tell the story.
The audience made the project particularly demanding.
The same film had to make sense to company leadership, operational teams, customers, government representatives and invited guests.
Each saw the project from a different perspective.
The concept therefore had to balance technology and people, corporate identity and national context, logistics and emotion.
Even small details were considered deliberately, including references connecting the story to Luxembourg and the different organisations represented in the room.
It wasn't about putting every message into the film. It was about finding the story they could all share.
A fulfilment centre is difficult to understand from the outside.
The most important activity happens inside it.
BAMHUB reconstructed the warehouse environment, conveyor systems and logistics processes in 3D and combined them with live-action material filmed in Luxembourg and Switzerland.
Real people moved through digitally reconstructed environments.
Physical footage became part of virtual sequences.
Technical operations became visual storytelling.
The objective was not simply to show what the new facility looked like.
It was to help an audience understand what this enormous operation was actually designed to make possible.
The story itself crossed borders, so the production did too.
Filming took place in Switzerland and Luxembourg, connecting the world of On with the new Kuehne+Nagel operation.
Those physical shoots then had to be integrated with architectural modelling, logistics systems, animation, sound, motion design and the overall narrative.
All of this happened during Covid, when international production and physical access came with significant additional constraints.
But one constraint mattered more than all the others:
the inauguration date could not move.
Government representatives, company leadership and invited guests were coming.
Everything had to work when the screen came on.
At the official inauguration in Contern, the completed film was presented on a large screen to the people whose different realities had shaped the project.
For a few minutes, a 34,000 m² building, a complex logistics operation, an international partnership, a rapidly growing Swiss brand and Luxembourg's role in European distribution became one story.
The film was the visible output.
But behind it was concept development, stakeholder understanding, storytelling, physical production, 3D, technical interpretation and international coordination under exceptional constraints.
This project captures something that continues to define BAMHUB today.
Complex projects rarely have only one reality.
There is the business reality.
The operational reality.
The customer.
The technology.
The location.
The partners.
The people.
And sometimes the institutional context around all of them.
Our role was to understand those perspectives and turn them into an experience that could make sense to everyone at the same moment.
We didn't simply make a film about a logistics centre.
We made a complex international project understandable at the moment it was introduced to the world.
Reality-Shaped Concept & Experience Design
Bring us an idea, a problem, a property, capital, an existing business or a project already in progress. We first understand what is already there and then explain what we think should happen next.
The first conversation is free. If we believe BAMHUB can add value, we explain what we recommend, why we recommend it and what it would involve before sending a proposal.