Behind the scenes of the EMKA Roadtruck: The path to the product world on wheels

In autumn 2024, the idea was born to take the successful Coffee Truck concept to the next level. The search for the right implementation began: How much technology can fit on four wheels? Which products should not be missing? And how do you create atmosphere in just a few square metres? These questions kicked off an intensive coordination process involving multiple departments. The marketing team, the technology centre, the sales team and – last but not least – the Benelux team, which had already gained experience with the Coffee Truck – all worked closely together. Rainbow Promotion, an experienced partner for vehicle conversions and promotional vehicles, supported the project.
 

The project work began with a whiteboard, initial concept sketches and the search for a clear line: What message should the truck convey? It quickly became clear that the focus needed to be on modular content and personalized communication – tailored to different customer segments and markets. The practical experience of the Benelux team proved especially valuable during this phase. Customers do not just want to see products; they want to experience them firsthand in a personal conversation. That is precisely what the truck is designed to provide: a perfect setting for hands-on interaction.
 
The challenge was high: An empty van was to be transformed into an EMKA world of experience – and all within just a few months. While the EMKA teams focused intensively on product selection and tailoring the presentation to different industries, the vehicle conversion quickly gained momentum behind the scenes – with custom-built product display walls, seating areas, power supply, lighting, technology modules – and, of course, a catering unit. The aim was to create a compact EMKA experience platform in the smallest possible space.

Under the guiding principle “Quality First”, graphic displays communicate EMKA’s global presence and comprehensive manufacturing expertise – visually translated into clear imagery and concise messaging. From the outside, the truck has become a rolling brand ambassador: EMKA logos, large product motifs and clear colour areas ensure a high recognition value.
 

The biggest challenge in this project? Definitely the reduction. EMKA’s vast portfolio spans over 30,000 products, offering countless solutions. Narrowing that diversity down to just eleven themed walls – while still covering all key industries – was a real challenge, solved by setting clear content priorities. 
 
From the initial sketch to the final handover of the truck, the project took just six months. The close coordination with Rainbow Promotion and the internal project spirit ensured that the schedule was met – despite the complex structure and high requirements. After its successful debut in the Netherlands and Belgium, the truck is set to continue its journey across Europe: through Germany, Switzerland, France, Austria, Poland, and Eastern Europe. With its compact design and curated product selection, the road truck brings product, brand, and people together in the smallest space – but with a great impact. It brings innovations to life, creates a tangible connection to our products, and takes our brand directly to where it matters most: our customers.