A bar concept. A masterclass. An experience for all the senses.

The HAPTICA® magazine dedicated an in-depth feature to our creative industry initiative – covering everything from product highlights and signature cocktails to the art of haptic storytelling. At the heart of it all: the power of touch in branding.

Making waves at the OMR Festival 2025, the initiative The Hapticologist – The Center of Seven Senses demonstrates how brands can (and will) make an impact today and in the future. Eight leading manufacturers, three agencies, and two media partners are taking haptic brand staging to a new level – with a bar that transforms into a multisensory experience space.

“The strength of haptics lies in the intensity of the contact,” explains Olaf Hartmann in an interview with HAPTICA®. In the masterclass More Sense for Stronger Brands (May 6, 2:30 PM, Track 14), he joins Steven Baumgaertner, Ulrich Klenke (CMO Telekom), and Sören Zinner (Global Sponsoring & Merchandise) to show how multisensory brand management boosts brand loyalty – and why a single haptic interaction can increase the viewing time of digital ads by 20%.

“We’re thrilled by the media response,” says Steven Baumgaertner, CEO of cyber-Wear. “The Hapticologist is more than just a booth – it’s a call to the industry: let’s create experiences that last.”

OMR 2025 | Hall A4, Booth B01
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