vnz exhibitions and showrooms

Exhibitions and Showrooms

Exhibiting space is a visual feast. Thus it is definitely a challenge for designers to create such a “work” in a limited time and space. It is to be innovative as well as serving as a background to boast the products. Exhibitions and Showrooms, aimed at designers, exhibition professionals and design students, is a collection with fifty innovative design works involving different styles, from the simple and classy to high-tech and experimental designs. The book selects excellent ex-hibiting projects of designers from different countries and is categorised into two parts – exhibition and trade fair. These projects will be a good source of insight and inspiration for the readers.

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DESIGN MEDIA

PUBLISHING LIMITED DESIGN MEDIA PUBLISHING LIMITED

Exhibitions and Showrooms

DESIGN MEDIA PUBLISHING LIMITED

PrefaceSpace for exhibiting products can be perceived as artistic work, which must combine perfectly with the products exhibited with regard to cultural and aesthetic aspects. Thus it is definitely a challenge for designers to create such a “work” in a limited time and space. It is to be innovative as well as serving as a background to boast the products. At the same time, it needs to be understandable and interesting enough to attract visitors as soon as they step in.

Nowadays, with the rapid advancement of commercialisation, it is undoubtedly a good idea for companies in different industries to exhibit products in a certain space in order to promote themselves. The main function of exhibiting space is to reflect corporate culture and identity from design styles and space quality. What is more important, it can materialise the value of the products exhibited and give a direct and clear understanding for customers.

To be aware of the company orientation and products' feature is a necessary pre-condition to design an exhibiting space. In this way, it can help customers have a deep and comprehensive understanding of the corporate brand as they buy products. Exhibiting space should be different from a pure commercial space; it should be of culture and art. In addition, products to be exhibited usually can define the best way to create the right exhibiting space.

Exhibiting space is a visual feast from a certain aspect; lighting and colour constitute the two main elements for its design. Moreover, the space needs to be fluid in design, thus designers must consider the space circulation and visitors' feeling during the process of design. A successful design of exhibiting space should create an environment which visitors can talk with and each product can tell its own story in.

This book selects excellent exhibiting projects of designers from different countries and is categorised into two parts-exhibition and trade fair. Cases concluded in range from simple to complex, from natural to high-technology. We hope and believe it will be a good reference book for students engaged in design field, professional designers, people working in the field of exhibition and those who are interested in this!

<< EXHIBITION DESIGN

<< TRADE FAIR DESIGN

Contents

SUSANA SOLANO EXHIBITION 6

ARCH/SCAPES 10

SHOWROOM POLYCARBONATES 16

BERNHARDT DESIGN SHOWROOM 20

BREAKING NEW GROUND 26

BUTTERFLIES + PLANTS: PARTNERS IN 32EVOLUTION

CAESARSTONE FLAGSHIP SHOWROOM 38

CONFLICTS OF INTEREST 44

FUJI XEROX EPICENTRES 52

IDEAL STANDARD 58

INTERNATIONAL KOGEI TRIENNALE 62

LEVEL GREEN-THE CONCEPT OF 68SUSTAINABILITY

MADE IN ITALY FILES 74

MANCHESTER UNITED EXPERIENCE 80

MERCEDES BENZ MUSEUM EXHIBITION 88

MODULAR LIGHTING SHOWROOM 92

MOONRAKER 98

ORGANIC TRACE GUESTROOM CONCEPT 104

MAHONIA SHOWROOM 108

RAUMLABOR 114

STYLECRAFT SHOWROOM 118

THE MIRACLE OF BREGENZ 124

EXHIBITION "REMBRANDT, EIN 128 JUGENDTRAUM" THE KREMER COLLECTION

BRUNNER FAIR STAND ORGATEC 132

FAIR STAND FOR BURKHARDT LEITNER 138CONSTRUCTIV AT EUROSHOP

KOMB HOUSE AT LE MARCHE EXHIBITION 148

WIRTSCHAFTSFORDERUNG REGION 156STUGGART-FAIR STAND EXPO REAL

ATIPIC HOUSE 162

AUTO SHANGHAI BMW, MINI AND 166 ROLLS-ROYCE

COOP ECR 172

ELECTROLUX | IFA 176

EXHIBITION STAND EXPO REAL 182

FUTURECARE 186

KUONI BOOTH 192

MAGIS STAND, MILANO FURNITURE FAIR 196

TRADE FAIR BOOTH MERCEDES BENZ 200 & MAYBACH, AMI

AUDI AUTOSALON PARIS 206

BISAZZA SOAP STARS 212

ORIGAMI PAVILION 218

PANASONIC STAND 222

PANASONIC | IFA 226

SHOWCASE "CRYSTAL WAVES" 232

SHOWCASE "OUTSIDE IN" 236

SIXT STAND 240

STAND COMEX 244

SWAROVSKI 250

TRADE FAIR STAND FOR UBOOT.COM 254

ROYAL CERAMICA / CERSAIE 258

ANDTRADITION TRADE FAIR STAND 264

GRUNDIG INTERMEDIA GMBH | IFA 268

INDEX 272

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The project aims to scale the space to the object that will be displayed, providing order and rhythm to an exhibition

that wants to be intimate. The models of public sculptures done by Susana Solano are treated as jewels that relate

to each other visually as they do historically. A single system is designed to suit two spaces with opposed spatial

attributes, allowing for a single reading of the exhibit.

A fragile, translucent, white, almost sacramental envelope is built to receive a number of sturdy and powerful

pieces. The reference is clear: the paper lamps used in fairs, made out of a fragile honey- comb paper, with its

volume build up on air and inventiveness. From paper lamps to the recycled paper used inside wood doors to

reinforce them there are a few hours of investigation, and the conviction to find in the paper industry a material that

would fulfill the architectural aims, and be ecological friendly and economic.

The technical and technological implications of the material drove to the definition of a standard module, built out

of a couple of standard doors and 5 layers of paper. A thick wall could be set up; its perpendicular view, creating

a moaré, offered transparency within spaces and pieces; a tangent view would show a solid texture, building the

limits of the constructed space, and framing the pieces. The attributes of the material depending on how it was

approached were one of the key aspects of the project.

The installation responded to ecological and sustainable issues. Not only the design was part of an itinerant

exhibition, but also more, the main material used to build up was made up of recycled paper and could be recycled

again. Moreover, decision on the material implied a radical decrease in costs.

Project name: Susana Solano Exhibition

Location: Madrid, Spain

Completion Date: 2008

Designer: Cadaval, Sola-Morales

Photographer: Adrià Goula, Santiago

Garcés, Manolo Iyera

Area: 1,000m²

SUSANA SOLANO EXHIBITION

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1. Display wall in unique shape2. Display wall made of honey-comb paper showing innovation and being sustainable3. Products light in weight and creative in design

1. Entrance2. Exhibition area3. Exhibition table

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ARCH/SCAPES

ARCH/SCAPES was designed as official Swiss contribution to the 7th International Architecture Biennial São Paulo.

The exhibition focuses upon new Swiss architecture and its negotiation between the public and the private in an

aspect of architectural production. The exhibition design is a dynamic abstraction of a thematic journey through

the Swiss cultural landscape, from urban areas to the central lowlands and peripheries, and finally to the lpine

regions.

The featured projects are offset throughout the exhibition by large-scale photographs of Joël Tettamanti which

contrast the extreme lpine landscapes with the scattered urbanisation. This framing of the featured architecture

with these images of fragmented topographies is meant to underline a contemporary Swiss reality. Within this

reality the careful negotiation between private and public primarily to maintain norms and traditions is increasingly

compromised. The gradual erosion of the Swiss landscape by urbanisation means that new architecture will in

future need to devise entirely new typologies that take account of wholly uncharacteristic forms of public terrain.

For a deepened insight on the specific conditions of each project video modules present interviews with the

architects.

Arch/Scapes focuses upon 15 new architecture within the heterogeneous cultural landscape of Switzerland, the

urban and peri-urban areas, the village typologies of the lpine landscapes and the burgeoning agglomeration.

Switzerland’s landscapes – in particular the rural and lpine typologies – are considered public terrain, and a

precious asset. New architecture that is to be developed within this landscape is the result of complex democratic

processes in which not only the communities or states, but also numerous public bodies protecting the Swiss

traditions, have a decisive voice. By changing some of the angle -and flat board-elements different layouts are

generated. In 2008 ARCH/SCAPES was shown at the Swiss Architecture Museum. In 2009 the Today Art Museum

Beijing/China and the Shenzhen/Hongkong Architecture Biennial host the exhibition.

Project name: ARCH/SCAPES

Locations: Swiss Architecture Museum,

Today Art Museum Beijing

Completion date: 2007

Designer: HHF architects, ZMIK designers,

Tatin

Photographer: Tom Bisig, ZMIK

Area: 125 m²

1. Entrance2. Exhibition room3. The angle -and flat board-elements4. Stairs

1. Large-scale picture highlighting the theme of “human and nature”2. Corner view3. Dynamic and abstract exhibition

12 - 13

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4. Undulating display board5. Video modules presenting interviews with the architects6. Different layouts being generated by changing some of the angle -and flat board-elements

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The project is a 400-square-metre exhibition and showroom for Bayer Material Science AG, one of the world’s

largest producers of polymers and high-performance plastics.

In close cooperation with Bayer´s advertising and events department, GOLDEN PLANET developed the idea to

create a space which would link the laboratories where the materials are developed and optimised to the finished

products and applications showing the possibilities of high-tech engineered polymers.

The entire ceiling and parts of the walls are clad with the most well known polycarbonate material Bayer

produces: translucent Makrolon® sheets. With the light shining through these diffusing panels, and a special light

choreography, the space has an almost floating, clean atmosphere.

A very special performance feature is big inside windows, at first hidden by custom made vertical blinds showing

Bayer´s Vision Works campaign, which suddenly split in the middle and open sideways to reveal the view into the

secret laboratories, allowing a glimpse into the heart of the high-tech inventions.

Project name: Showroom Polycarbonates

Location: Leverkusen, Germany


Designer: GOLDEN PLANET design

Photographer: Eduardo Perez

SHOWROOM POLYCARBONATES

1� - 1�

1. Bright and open exhibition area 2. White as the key tone3. Various display products

1. Show area2. Display counter3. Rest area4. Bench

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BERNHARDT DESIGN SHOWROOM

The Bernhardt Design Showroom recently moved locations within the Chicago Merchandise Mart to

the opposite side of the building. The move created a challenge for the design team since the new

space no longer had the wonderful views of the river and the showroom decreased considerably in

size to only 650 square metres. This move caused a significant challenge to adequately display the

client’s furniture product. The design team’s solution was to create a space that would emulate a museum setting

for the furniture to be displayed as art.

The biggest challenge the design team was charged with was to create a small space that feels much larger than

its actual size. The design team utilised light as the medium for solving this challenge and the source for extending

the perception of space. Light was used so that solid planes never touch floors, walls or ceilings and always

have the appearance of floating. Light panelled walls were also used as accents to reflect light so as to create the appearance that natural light leads one into the space beyond – as if the front door was opening and allowing daylight to enter the space.

The space also had no interesting views to the outside world so the design team decided to create a world inside the showroom and focus the attention of the viewer on the art – the furniture. The design team’s solution was to create an ephemeral wall which would also double as a backdrop for the client’s chair display. The wall is comprised of metal painted white with a custom designed perforated pattern. Scrim Fabric was stretched behind the panels to wash the light fixtures and create a consistent source of light.

The finishes used in the space also played a significant part in the overall design. The materials used in the

architecture and furniture are all “visually quiet” not to interfere with the lines and detailing of the furniture. The

space is void of colour and the fabric and carpet used hints at the idea of wool or cotton before it is dyed and

coloured.

Project name: Bernhardt Design

Showroom

Location: Chicago, USA


Designer: Lauren Rottet, Kelie Mayfield,

Christopher Evans

Photographer: Eric Laignel

Area: 650m²

22 - 23

1. White sofa harmonising with the dominating tone of the whole space2. Simple-styled furniture 3. Reception desk

1. Reception2. Meeting room3. Furniture showroom4. Corridor

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4. Corporate sign shining under the bright light5. Long passage immersed in white6. Plaster panel partitioning the entire space

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BREAKING NEW GROUND

100% Design Shanghai celebrates Shanghai International Creative Industry Week with the joint installation "Breaking

New Ground",a collaboration between MÜ designer Jutta Friedrichs and sound artist Ben Houge, providing a sneak

preview of next year's 100% Design Shanghai show. The 240-square-metre joint installation provides a showcase

for new local and international design objects, specially selected for the exhibition, which metaphorically break

through the ground and float amid shards of ice, as a fresh wind blows in from overhead. This complete sensual

experience reflects excitement and anticipation for the gathering wave of design and creativity that is swelling in

China.

Designer Jutta Friedrichs, recipient of two Red Dot Design Awards this year, provides the vision behind the MÜ

design furniture collection. Sound artist and composer Ben Houge has long been operating at the nexus of sound

and new media. Prior to moving in Shanghai in 2004, he founded the Sound Currents concert series in Seattle and

participated in the Seattle School composers' collective from its first performance. .

Project name: Breaking New Ground

Location: Shanghai, China


Designer: Jutta Friedrichs, Ben Houge

Photographer: Jutta Friedrichs, Ben Houge

Area: 240m²

1. General view of the whole space2. Furniture floating amid shards of ice3. Red chair breaking through the ground

1. Entrance2. Display area of design objects3. Display area of chairs and sofas4. Display area of bookshelves5. Centre of the exhibition

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4. Book shelves in various shapes5. White book shelves in the shape of water droplet floating amid shards of ice6. Sofas displayed in the corner

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BUTTERFLIES + PLANTS: PARTNERS IN EVOLUTION

In the fall of 2008, the Smithsonian Institution National Museum of Natural History opened a new Butterflies+Plants:

Partners in Evolution exhibit displaying the co-evolution of butterflies and plants. Reich+Petch Design International

was responsible for the conceptualisation and design of all exhibits inside the Pavilion and in the surrounding Hall.

The firm worked closely with the museums' scientists and writer to develop the narrative sequence. In addition,

Reich+Petch Design International also worked closely with the architectural firm responsible for the Pavilion shell

structure to ensure efficient visitor flow and seamless integration of displays and environmental support systems.

The concepts were inspired by the colour and forms of the beautiful content and played with scale and imagery to

create a delightful experience of fun exploration. The space planning and details were designed to accommodate

the museums’ exceptionally high number of visitors (several million per year). The exhibit surrounds the visitor with

colourful arrays of imagery and specimens to reinforce the connection between evolution and diversity.

Project name: Butterflies + Plants:

Partners in Evolution

Location: Washington, D.C., USA


Designer: Reich + Petch Design

International

Photographer: Jiri Von Drak

Area: 357.7m²

Client: Smithsonian Institution National

Museum of Natural History

34 - 35

1. Display board mounted on the wall2. Exterior view of the exhibition space3. Information about the exhibition upon entrance

1. Ticketing2. Entry vestibule3. Intro graphics4. Feeding station5. Wings graphics6. Puparium station7. Exit vestibule8. Exhibit hall

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4. Colourful arrays of imagery and specimens 5. Passage6. Gardens planted with flowers and displayed with animal specimens

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CAESARSTONE FLAGSHIP SHOWROOM

This showroom project for a quartz products company located in the San Leandro Neighbourhood in San Francisco

investigates the condition of liminality of a party wall. The project is thus generated from a very simple move: the

longitudinal split of the large warehouse space housing the showroom into two discreet entities by a dividing wall.

This wall needed to perform tasks on several levels: delineate between showroom space and offices, mitigate

between different levels of transparency and enclosures, engage the clients and the displayed products, and

generate a visual setting against which to read the existing old wooden trusses. Thus, the investigation of the

multi-performative aspect of this party wall while preserving its formal integrity constituted the driving force of the

project.

This multi-tasking was achieved through a construction system using a screen of 2" thick plastic laminated wood

fins carefully gaged to answer all demands. In fact, the sleek plasticity of the screen defamiliarised the intervention

from the existing warehouse shell, which was sandblasted to reveal the warmth of its wooden structure. Also, the

sinuosity and striation of the fins subtly referred to the quartz quarries, from which most of the showroom products

originate. The wall’s fins are placed such as to offer appropriate levels of opening according to their juxtaposing

programmes. Moreover, the sheer size of the wall, measuring roughly 120' long and 15' tall, combined with its

thin, light constitutive fins renders an ambiguous condition: one of simultaneous massiveness and ethereality.

Finally, they introduced a new program which serves the nearby suburban community: a fully equipped, show

kitchen which displays a CaesarStone counter and can be used for free by local cooking clubs twice a month.

Project name: CaesarStone Flagship

Showroom

Location: San Francisco, USA


Designer: Dan Brunn Architecture

Photographer: Dan Brunn

Area: 500m²

40 - 41

1. Sales area2. Wall made of quartz3. Tidy and simple atmosphere of the showroom

1. Entrance2. Spinning display3. Show kitchen4. Show bathroom5. Concetto lounge6. Sales area7. Manager8. Conference room9. Office10. Women’s restroom11. Men’s restroom12. Employee kitchen13. Storage room14. Technology room

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4. Fin structure formed by stacking wooden panels5. Living room6. Reception desk in bright colour

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CONFLICTS OF INTEREST

MET Studio has designed a challenging, graphics-led exhibition called Conflicts of Interest for Britain’s National

Army Museum on Royal Hospital Road in Chelsea. The brief for the project was to examine the last 40 years of

major conflicts involving the British Army across the globe and the impact of those conflicts on forces personnel,

both within and beyond the confines of military life.

"The idea behind 'Conflicts of Interest', explained MET Studio’s Design Director Lloyd Hicks, was to examine the

differing aspects of conflict and pressure in army life, from enemy action to the stresses and pressures of army

life on the home life of a modern-day soldier. This examination was expressed through the real, first-person voices

of soldiers who have served and lived through each conflict. These are not the voices of the British Government,

or of the Museum, or indeed of senior British Army spokespeople—but of the front-line troops, who have lived and

fought in the featured conflict zones."

The entrance area’s real work of art, however, faces the visitor at the far wall of the corridor: a huge-scale image

of a modern female British soldier, made up of hundreds of tiny images, each one a real image from the life of a

contemporary soldier. The right-hand wall of the corridor alludes to the military/real-life overlap of soldiers’ lives

in the form of a series of domestic-scale framed images of soldiers at home, getting married and so on, whilst a

soundscape introduces the important role of sound in the exhibition, with a stream of words from politicians, wives

and children mixed in with the sound of marching boots on the parade ground. The 450-square-metre space that

houses the main body of the exhibition creates an initially dramatic, stark and highly graphic impression thanks

to the overall blacked-out floors, ceiling and walls and through the geometric arrangement of ceiling-hung panels.

Project name: CONFLICTS OF INTEREST

Location: Chelsea, England


Designer: MET Studio

Photographer: MET Studio

Area: 450m²

4� - 4�

1. Wall displaying images2. Soldiers’ lives at home in the form of a series of domestic-scale framed images3. Scene of soldiers being hurt

1. Introduction2. Home3. Conflicting opinions4. Showcase

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4. Home area sofa5. Homelessness panel6. Aghanistan zone7. View of main space

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8. Corner view9. Entrance corridor and recruitment posters10. Northern Ireland zone

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FUJI XEROX EPICENTRES

Geyer were commissioned by Fuji Xerox, in collaboration with Landor brand and graphic consultants, to create four

customer innovation centres across the Asia Pacific to celebrate the heritage brand and reinforce their leadership

position in the digital production print market. These "Epicentres" are located in Sydney, Tokyo, Singapore and

Shanghai. The vision of the centres is to offer Fuji Xerox’s global customers a complete "digital print" experience –

with a focus on business solutions not just "hardware" equipment.

Visitors are provided with a personalised journey depending upon the reason for their visit and the level of existing

knowledge of the Fuji Xerox products and services. A series of "experiential zones" are personalised for each

customer, ensuring relevance of brand communication through to sales conversion and customer retention

experiences.

From arrival the customer’s experience is extraordinary. An iconic sphere, projecting welcome messages to the

customer, denotes the entry point. Visitors are greeted by a roaming attendee, unrestrained by the confines of a

reception desk. The traditional reception zone has been replaced by a dynamic Fuji Xerox brand "Immersion Zone"

where visitors are subliminally immersed into the total brand experience through sound and video content.

The journey continues through workflow zones where clients are shown end-to-end business solutions and finishes.

Visitors seeking a deeper level of knowledge can browse at their discretion. An educational and knowledge hub

also provides training and forum facilities for visitors from around the region. Ultimately, the journey is about

experiences–showing not telling. The Epicentres have created a powerful platform to showcase the Fuji Xerox

Brand three dimensionally and subliminally.

Project name: FUJI XEROX EPICENTRES

Location: Sydney,Tokyo, Singapore and

Shanghai


Designer: Geyer

Photographer: Tyrone Branigan

Area: 5,000–8,000m²

54 - 55

1. Reception2. Meeting3. Immersion zone4. Equipment zone5. Manager room

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1. Grandiose spiral staircase2. Exhibition space in cylindrical shape3. Interior of the exhibition space

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4. Wooden-grid passage5. Silver screen6. Flexible style

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IDEAL STANDARD

The Ideal Standard profiling slogan: “Body and mind”, inspired the design to manipulate the display space in two

respective ways: space as an active foreground process, and space as a more relaxed background allowing

customers to select and combine products. The design concept, therefore, evolves around the two-fold use of

an exhibition space as a foreground and background at the same time. Thus from the elevation/section point of

view, the proposed stand elements operate as a background to the exhibited products. Whereas in terms of the

plan view, as the visitor’s location changes in relation to space and time, the proposed radial organisation of the

showroom plan engages the viewer to interact bodily with space, acting this time as a foreground, organising and

allowing specific pre-designed perspective views to unfold.

The space has an overall sense of simplicity, through the use of clear forms and materials. The space is divided

into two main parts corresponding to two different heights, exhibition display methods, lighting, and construction

materials. On the one side the full available 6m height of the existing space was employed, to create a prominent

space. Coiled, metallic curtains spanning the entire height of the space act as a backdrop for the bathroom utilities

stands. The colours used in this tall space are mainly greys, silvers and blacks. In the other part, a lowered ceiling

creates a more intimate space. This low height allowed for small scale displaying techniques to be used. Baths and

showers are displayed by stands and walls designed to echo objects shapes, resulting in zigzags.

The chrome taps are hung on transparent glass panels set against ‘lumigraph’ (holographic plastic), illuminated

by RGB lighting. There is also a themed stand space by the entrance, where four bathroom sets are exhibited.

The walls, ceiling and the gravel and resin composite flooring were painted green, adding a natural element to the

space.

Project name: Ideal Standard

Location: Athens, Greece


Designer: Anamorphosis Architects

Photographer: Anamorphosis architects

Area: 630m²

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1. Tidy and bright exhibition area2. Metal curtains suspended from the ceiling forming a distinctive background for exhibition products3. Combination of green, black and white arousing a fresh feeling

1. High Space2. Low Space3. Bathroom Utilities Stands4. Sink and Furniture Stands5. Orthogonal Bath Stands6. Corner Baths Stands7. Shower Stands8. Taps Stands9. Sind Stands10. Themed Sets Stands11. Black Box Stand

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INTERNATIONAL KOGEI TRIENNALE

The venue called Rifare was formerly the remaining space left over from a large bookstore, and its temporary use

as an exhibition venue necessitated that the empty retail space be left more or less intact, without placing drastic

changes to the leftover interior. Working within a limited budget, designers were also required to obtain ample

space for use by five curators. For this reason, they decided to set up five pre-fabricated agricultural greenhouses

made of plastic within the venue space and turn them into individual gallery spaces. The lighting used to highlight

the works inside would softly pour from the translucent plastic walls, and their gentle glow turned the greenhouses

into large lanterns of light. Moreover, winding “trails” of black stapled carpets ran throughout the exhibition venue,

with white vinyl panels for displaying the works positioned alongside the “trails”.

While keeping costs low, they were thus able to create the semblance of “farmland” that partitioned the area where

people would walk and where the works would be displayed. This form of expression was in fact an expanded

version of the “home-use greenhouse” that they had used at pre-event venue held half a year earlier, and they found

that this environment was most suitable for expressing the development and growth of crafts in the unique “soils”

of Kanazawa.

Project Name: International KOGEI

Triennale

Location: Kanazawa, Japan


Designer: Nendo

Photographer: Daici Ano

Area: 1,010m²

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1. Showrooms based on plastic greenhouses2. Wooden sculpture in the middle3. White as the key tone in the exhibition area

1. Entrance2. Hall3. Storage4. Display

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4. Wood carvings on display5. Winding “trails” of black stapled carpets running throughout the exhibition venue6. Semi-translucent exhibition area reflecting brightness and softness

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LEVEL GREEN–THE CONCEPT OF SUSTAINABILITY

Personal responsibility in the sustainable use of global resources continues to play an increasingly important role

in the life of the average consumer. In this context, the offices of J. MAYER H. Architects and Art+Com Berlin were

commissioned to develop a permanent exhibition on the topic sustainability for the Autostadt in Wolfsburg, Germany.

The exhibition LEVEL GREEN was opened on the 4th of June 2009 and encompasses approximately 1,000 square

metres. The exhibition renders this highly complex topic tangible, providing an aesthetic access to information. In

doing so, it seeks to unfold the various aspects of the topic while creating an information environment that addresses

the visitor on different sensual levels.

Subject to constant re-evaluation based on the latest scientific findings, the term sustainability is characterised by a high degree of complexity. The architectural design of LEVEL GREEN takes the numerous interdependencies of the topic as a starting point and translates this quality into the metaphor of the web. Similar to a continuous organism, the single elements of the exhibition are connected into one homogenous structure that houses all content and technical installations.

As one of the first prominent signs of the growing consciousness for environmentally friendly consumption, the well known PET-sign was taken as a starting point from which the metaphor of the extensively branched web was developed. This originally 2-dimensional sign was extended into the third dimension and through a series of step by step manipulations a complex structure was created, which allows for an abstract property of the topic to be

experienced on a spatial level.

The dramaturgy of the exhibition is not determined by a linear approach but one of nonlinear logics, opening the

space for a more ambiguous experience. Vertical Elements define different areas within the exhibition without

strictly separating them, allowing the visitor’s experience to be carried by the idea of playful discovery.

Project name: LevelGreen–

The Concept Of Sustainability

Location: Wolfsburg, Germany


Designer: J. MAYER H. Architects

Photographer: Uwe Walter

Area: 1.000m²

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1. Green colour highlighting the sustainable concept2. Extensively branched web3. Exhibition area with a strong stereoscopic feeling

1. Main entrance2. 360° cinema3. Automotive Life Cycle4. Entrance centre5. Talking head6. Multi-media wall7. Media corner

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4. Web housing all content and technical installations5. Eye-catching stereo image6. Vertical elements adding a sense of hierarchy

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MADE IN ITALYFILES

The purpose of the exhibition is to show the ideas and projects conceived by different Italian and foreign

universities for the new museum of the Made in Italy to be built in Rome. The students developed twelve stories

and twelve exhibition models that, prompted by stories or metaphors, express fresh ideas for the new museum.

The fascinating location of the exhibition is the Roman Stadium of Domitian, inaugurated in 86 AD, traceable in

the cellars of the buildings surrounding Piazza Navona, in the heart of Rome, and in particular in the basement

of the building owned by the client, Fondazione Valore Italia. The exhibit design focuses on the contrast between

contemporary materials with bright colours and the ancient scenario offered by the archeological site. The client

are keen on comunicating the work-in-progress strategy that will lead to the new contruction, so the design has

been conceived as a work-in-progress building site using scaffolding metal structures and under-construction

materials. The suspended catwalk is an “architectural promenade” through the stadium ruins and, simultaneously,

allows a theatrical view of the projects. Each of them is represented by a plexiglass model mounted on a made-to-

measure totem and an explanatory flash video. The overall effect is enhanced by a continuous orange wall running

parallel to the suspended catwalk.

The presence of the exhibition is perceived from the outside of the building by a red banner wall with holes to

provoke visitors’ curiosity.

Through the holes they can catch a glimpse of the exhibition, which lies 4 metres under the street level, and then,

following the red tape on the floor and on the staircase walls, they can reach the level below. Downstairs they are

introduced to the projects by videos and floor-to-ceiling panels painted in bright orange and then smoothly led to

the catwalk where the exhibition journey begins.

Project name: Made in Italy Files

Location: Rome, Italy


Designer: CESARETTI, DE LA FELD, DI

LORENZO

Photographer: Stefano Stagni,

paolo+stefano, Bologna

Area: 600m²

�� - ��

1. Temporary red catwalk for visitors2. Productss on show3. Plexiglass model

1. Walkway at grade2. Dais3. Walkway4. Screens5. Small models6. Large models

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4. Eye-catching red banner wall5. Arch structure6. Traditional architectural style with modern decoration

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THE MANCHESTER UNITED EXPERIENCE

The Manchester United Experience is a new, immersive exhibition and experience, centring on the world’s most

famous football club, Manchester United. The £1.5m, 1,000-square-metre indoor attraction is located within the

Venetian Macao-Resort-Hotel in Macau and is the first ever visitor attraction featuring the club to be opened outside

of Manchester United’s Old Trafford heartland (and Asia’s only interactive football experience). It has been created

to appeal to both fans and a lay audience alike, with aim of creating the most exciting and world-class experience

outside of actually watching the beautiful game live.

Visitors are taken through the highly interactive experience on a route, which covers everything from the earliest

beginnings of the club, to a real sense of what it means to support, play for and manage the world-class club of

today. From huge-scale media walls to exhibits which allow fans to pit their own footballing skills against today’s

team, to be directly addressed by Sir Alex Ferguson in a behind-the-scenes look at the Old Trafford Changing Room

and join the players in the tunnel before a game, the experience completes in a wraparound and highly stylised

4-minute presentation of a classic Manchester United game, atmospherically captured and represented by award-

winning film director Daryl Goodrich.

MET Studio’s client on the project was The Venetian Macao-Resort-Hotel, owned, as is its sister hotel in Las

Vegas, by the Las Vegas Sands Corporation. The Venetian hotel in Macau is part of a new-build, mixed use retail

and leisure complex on the Cotai Strip, bordered by canals, including a 600-square-metre Manchester United

Megastore, which serves as an entry point to the Manchester United Experience.

Project name: The Manchester United

Experience

Location: Macau, China


Designer: MET Studio

Photographer: Kieran Ip

Area: 1,000m²

�2 - �3

1. Uniforms of Manchester United Football Club on show2. Experiencing area for visitors3. “Highlights” on show

1. Retail store room2. Training3. The club4. Comms Room5. The Match6. The Tunnel

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4. Display of the screens5. Souvenir sales area6. Glass model of Old Trafford

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7. Experiencing area for visitors trying “shooting”8. Independent transparent experiencing area9. Exhibition area bottom 10. Large screen playing “highlights”

� �

10�

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MERCEDES BENZ MUSEUM EXHIBITION

Mercedes Car Group presentation has been placed in the lower part of the “passage” to create a thematic

connection between the Museum and the Mercedes Benz Centre. Its total area amounts to 519 square metres and

it offers 56 seats. This space consists of five individual circles accentuated by cylinders which seem to grow out

of the ceiling. Each brand is represented in one circle which becomes a small world of its own. The representation

of the Corporate Identities is limited to the inner surfaces of the cylinders. The outside is kept in neutral white. In

combination with the light gleaming from the inside of the cylinders, the visitor’s curiosity is stimulated and they are

drawn into the circles.

The two smallest islands are resting points. The ceilings are transformed into two big eyes, which turns the idea of

a museum upside down: After hours of looking at the exhibition, the visitor himself is finally observed.

Project name: Mercedes Benz Museum

Exhibition

Location: Stuttgart, Germany


Designer: Concrete Architectural Associates

Photographer: Christian Richters

Area: 519m²

1. Individual circle exhibition stand2. The ceilings being transformed into two big eyes

1. Exhibition hall2. Stand3. Circle bench4. Restaurant

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MODULAR LIGHTING SHOWROOM

A large existing exhibition space underneath Centrepoint, the iconic space that once held the title of the tallest

building in London, was successfully transformed from a minimalist open-space plan to a theatrical and colourful

showroom for the innovative Belgian lighting manufacturer, Modular Lighting Instruments.

RHE took advantage of his client’s proclivity for the extraordinary to design this showroom. The open space of

the original showroom was broken into smaller spaces by the introduction of six sculptural walls, all of different

heights and forms, custom made using fibreglass with a shiny gel coat. These walls wrap, slice and enclose the

areas, creating a narrative journey, built on by the hi-tech theatrics of Modular’s lighting and dimming systems.

RHE then took these walls and punctured them with a veritable menagerie of animal cut-outs, an idea sparked by

the exquisite photographs in Modular’s cult catalogue. These apertures allow the viewers a small glimpse into

other zones of the showroom, effectively pulling their attention to the adjacent areas. The various cut-outs also

serve a functional purpose, in addition to their decorative one. These cut-outs are instrumental in demonstrating

and showcasing the lighting’s effects on different shapes and materials. The faux lamb’s wool spilling out from the

flock of sheep cut-out, the red velvet lining of the heron or the LED strands falling from the steel grizzly bear cut-

out all effectively describe how different fixtures and colours distort and enhance the overall space.

Project name: Modular Lighting Showroom

Location: London, UK


Designer: Richard Hywel Evans Architecture

& Design Ltd.

Photographer: Theo Chalmers

Area: 128m²

�4 - �5

1. Gorgeous interior2. Attractive lighting effect on the red wall3. lighting fixtures in various shapes

1. Entrance2. The bear room3. Office4. Seating area5. The bull room6. The pelican room7. Storage

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4. Distinctive wall5. Lighting fixtures of different types6. Bright and playful passage

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MOONRAKER

Like a set design these interior worlds will be erected within a hangar or loft space. They will become accessible

statements, places of experimentation and inspiration. The Moonraker partners will contribute to these efforts with

products and consultation.

To provide a tangible, engaging experience representative of future Volkswagen customer needs and desires. An

advanced look at themes will be of growing importance in the coming decade. The Life Settings will be a powerful

tool to support and inspire a multitude of projects. Four futuristic scenarios illustrate a broad spectrum of user

types, interests, competencies and aesthetics. Aspirational architecture will showcase forecast technologies

and concepts in a progressive sequence, preceded by a walk through the current consumer kit presentation

and finishing with an automobile sized viewing “drive way”. The installation can be modified to suit a variety of

foreseeable scenarios and uses.

Project name: Moonraker

Location: Burbank, USA


Designer: Graftlab

100 - 101

1. Exhibition area designed with a strong futuristic feeling2. Special model3. Distinctive car model

1. Environmental/Community Awareness2. Regentrification-Dynamic Comfort3. Hearth&Home-Family Focus4. Technology Driven/Adaptive Complexity

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102 - 103

4. White colour highlighting the simple style5. Purple light creating a mysterious atmosphere6. Space with a futuristic feeling playing with light and shadow

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ORGANIC TRACE GUESTROOM CONCEPT

The Organic Trace concept is the next step in the evolution of the lifestyle trend towards “bleisure”, the blurring

of lines between work and pleasure. Today’s business nomads require adaptability in fulfilling their personal

and professional needs, and the hotels which can meet this expectation with style and intelligence will have a

competitive edge.

The ability for travellers to stay in a hotel that supports their personal commitment to a healthy and sustainable

lifestyle continues to grow in importance. Innovation is the fuel for progress in a frenetic and globally wired world;

in order to implement these new ideas, there is an increased need for the “feminine” soft skills of facilitating

communication and cooperation among team members. So as business executives are as likely to be women as

they are men, a hotel room must balance hi-tech requirements with an atmosphere of well-being and rejuvenation.

With this in mind, this design firm has developed a prototype that addresses the yin and yang balance of travellers

who mix their work with pleasure. Their creation of a “wellness island” integrates a bed, desk and soaking tub into

one organically shaped unit. This “hypermodern” sinuous sculpture melts two comfort zones into one. The plush

bed and jacuzzi tub create a hybrid of health and relaxation that is bridged by an arc which forms the desk.

Fusing modern materials and progressive thinking, the modular unit is an ideal example of the creative potential

that can be achieved from acrylic solid surfacing, in this case LG Hi Macs in “Alpine White”.

Thermal molds allow the piece to be seamless and have wildly curved shapes limited only by the designer’s

imagination. The fluidity of its sculptural form and concept is enhanced by the wave-like flow in the curved walls,

space plan and patterned carpet.

Project name: Organic Trace guestroom

concept

Location: Düsseldorf, Germany


Designer: JOI-Design GmbH

Photographer: JOI- Design GmbH, Tobias

D. Kern

Area: 39m²

10� - 10�

1. Blue, wave-like guestroom arousing a fresh feeling2. Soft linear patterns on the carpet3. Different functional structures flow into one organic whole

1. Bed2. Desk3. Soaking tub4. Wash basin

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MAHONIA SHOWROOM

Mahonia is a Persian word, actually the name of Barberry flower that has meritoriously been chosen by the owner

of the company as the brand for his products. The important goal of the design is to attract the customers and

to make the customer apprehend and interact with Mahonia products. For this purpose there can be two main

strategies: Customers should be able to see the products in use in the interior space. The space matches and

deserves the name of the brand. The space with its rich quality increases the value of products. Customers should

be able to consider the variety of Mahonia products through human behaviors, such as skimming the catalogues

and brochures, looking at the sample products, watching and studying the pictures of spaces decorated with

Mahonia products, discussions between different customers.

How will the above behaviors come to certainty?

The answer can be using "thought islands" with following qualities as the behavioral concept of the project:

Privatised, with relative visual and acoustic privacy. Available seats, the possibility to consider all the varied

products in the shop. To have a unique space, a unique showroom, designers must avoid the mistakes of other

designers in similar projects. For this purpose they did a pathological case study.

The result of this study shows that the following options will reduce the quality of any space and therefore have well

been avoided in Mahonia: the lack of interior illumination, interruption between different behavioral zones,customer’

s discomfort of long term presence in the space, lack of sufficient space for different groups of customers.

Project name: Mahonia Showroom

Location: Tehran, Iran


Designer: Payadis Creative Architects

Photographer: Mohtadi Zare

110 - 111

1. Spiral display board forming different exhibition areas2. “Flying” display board3. Exhibition area for visitors choosing products

1. Secretary zone2. VIP customer zone3. Management zone4. Customer zone

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112 - 113

4. Bright and soft lighting5. Precisely designed partition wall6. Expansive display board

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RAUMLABOR

The limited series or custom-made products offer hoteliers and gastronomes an enormous opportunity for

individuality. The main theme of “Raumlabor” (“space laboratory”), experimentally designed by Zurich interior

designer Karsten Schmidt is dedicated to this future-oriented issue. Presenting specific examples in a friendly

atmosphere, six companies demonstrate how limited series or custom-made products can be incorporated into the

large design plan, as well as into the fondest of details. For the “Raumlabor”, Karsten Schmidt was inspired by an

artistic project: floors, walls and ceilings blend into a three dimensional unit through all encompassing and exciting

ornamentation. A new sense of space is created! The unusual stand design should not least show that a layout

like this can also be used in the hotel and restaurant industry. Karsten Schmidt founded his own architecture firm

in 1993 under the name of Ida 14, focussing on the restaurant/hotel business, as well as art and culture. Ida 14

projects distinguish themselves through the incorporation of complex aspects into the design plan process, such

as location, corporate identity or host personality. Architecture allows Karsten Schmidt to create new, inspiring

living spaces.

Project name: Raumlabor

Location: Basle, Switzerland


Designer: Ida 14

Photographer: Michel van Grondel

Area: 200m²

11� - 11�

1. Bright and brilliant exhibition area2. Floral patterns dominating the entire space3. Work area seen from the exhibition area

1. Display area2. Desk3. Work area

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STYLECRAFT SHOWROOM

Stylecraft is a leading provider of high quality commercial, hospitality and residential furniture to the architectural and design community, representing original contemporary design from Arper, Akaba, Bonestil, Cornwell Hecker, Dynamobel, ESO, Parri, Stua and Verzelloni.

Stylecraft wanted to create a dynamic and innovative space that draws customers to the showroom—and encourages them to return.

Geyer’s design solution embodies Stylecraft’s brand attributes—energetic, confident, kinetic and fun.

The space has been designed to evolve and change with the business, and enables a diversity of customer experiences. A highly flexible environment has been established that allows the space to constantly evolve and change to support a range of local and international brands and new product lines.

Two key environments have been created, the showroom and sales work area. While there are no walls separating these areas, the use of different finishes and lighting dramatically affects the mood and creates a clear distinction between the spaces.

In a move away from the traditional “chair wall”, mobile chair towers are suspended from the ceiling and slide effortlessly through the showroom. This gives the chairs (Stylecraft’s core product offer) prominence within the space. The mobile towers also allow the space to be quickly and easily reconfigured to cater for Stylecraft product launches and industry events.

Project name: Stylecraft Showroom

Location: Sydney, Australia


Designer: Geyer Pty Ltd

Photographer: Andrew Sheargold

Area: 500-600m²

21

120 - 121

1. Chairs placed on removable structure2. “Chair wall” reconfiguring the entire space3. Mobile chair towers are suspended from the ceiling

1. Chair wall2. Display3. Meeting area4. Bar counter show

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122 - 123

4. Furniture exhibition area5. Table and bar counter display6. Different finishes and lighting creating a clear distinction between the sales and exhibition spaces.

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The exhibition “The Miracle of Bregenz” depicts a fictitious football match between Austria, Switzerland and

Germany within the UEFA European Football Championship 2008 at the Festspielhaus Bregenz (the festival house),

directly adjacent to the ZDF studio on the Seebühne (Lake Stage). Arranged into two 45-minute halves and 30

minutes of extra time, significant moments from 100 years of football history are compiled and transmitted

through the idea of an imagined match.

The subject matter is displayed on a 100-metre-long semi-transparent wall, which twists and turns its way from one

end of the space to the other. 39 identical display cases represent 39 football heroes – 11 Austrian, 11 Swiss and

11 German players, 3 referees and 3 trainers – and present a range of legendary exhibits: the "miracle ball" of ’

54, shirts worn by football greats, the Wembley whistle, important cups, the cardboard advertisement that German

football legend Jürgen Klinsmann once kicked his foot through, etc. The translucent graphic of the wall shows

authentic photos in a continuous panorama, linking the exhibits with numerous reports, photographs and film

documents to form 39 unforgettable moments in football history.

The scene in the 1,600-square-metre black room is framed at either end by two topographic areas of turf each

representing “Before the game” and “After the game”, where visitors can stretch out and rest. The rest of the

display space consists of two stands with 11 monitors each and a centre circle that acted as half-time bar. In the

evenings the wall, together with the light and the film projections, is elevated 3 metres into the air via 36 chain

hoists attached to the metal truss that hovered above the space. The exhibition thus clears the stage for the post-

match parties. Suspended above the heads of guests, this feature offers a fascinating club atmosphere.

Project name: The Miracle of Bregenz

Location: Bregenz , Austria


Designer: Jangled Nerves GMBH

Photographer: Andreas Keller

Area: 1,600m²

THE MIRACLE OF BREGENZ

12� - 12�

1. Aerial view2. Information displayed and souvenir3. Expansively curving passage for exhibition

1. Entry tunnel2. Reception3. 1st halftime4. Halftime bar5. 2nd halftime6. Stage

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The basic principle of the concept is to see all paintings in one instant.

All works are presented along an 80-metre-long curved wall which creates an elegant ballroom-space within

the existing architecture. The paintings are hung in chronological order, from the moment of purchase and

accompanied with a personal story. In this way the visitor can experience the development of the collection.

To remain the focus on the paintings the exhibition space is completely white. White curtains along the wall in

combination with a light cove on the top of the wall create a soft and bright background for the works of art. The

paintings are fixed on distance – it seems like the paintings are hovering in the air, in front of the curtain. Three

huge chandeliers are hung between the columns, creating a link to a classical living room interior. In line of the

concept the chandeliers are white and are an abstraction of that classical type of lamp. To complete the “living

room” six white chesterfields couches stand between the columns as well. The Kremers and the visitors can take

place and enjoy the collection of the masters.

Project name: Exhibition “Rembrandt,

ein Jugendtraum” The Kremer collection

Location: Cologne, Germany


Designer: Concrete Architectural

Associates

Photographer: Ewout Huibers

Area: ~450m²

EXHIBITION “REMBRANDT, EIN JUGENDTRAUM” THE KREMER COLLECTION

130 - 131

1. Paintings displayed on the white, circular curtain2. Chandeliers and sofas adding an elegant and noble sense to the entire space

1. Display area2. Sofa3. Curtain

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132 - 133

Brunner is a prestigious manufacturer of utility furniture with a main focus on furniture for events, conventions

and nursing homes. This family-run company has made a name for itself in custom-made furniture that is

precisely tailored towards customer requirements. In the context of a strategic brand repositioning, the furniture

manufacturer wishes to position itself more strongly as an architectural brand. The Brunner exhibition stand at the

Orgatec 2010 was expressly designed to underscore this new positioning.

The exhibition stand features the latest innovations in chairs and conference tables across an area of 390 square

metres. The challenge was to portray the brand world as a holistic entity while staging the individual product

groups in close, coherent groupings across the elongated, rectangular stand. Translucent gauze ceiling hangings

were used to create separate layered, flowing spaces. This channelling of attention enables visitors to focus more

clearly on the individual products. At the same time, the entire stand always remains visible and comprehensible.

The gauzes were hung in strict geometric alignment to recall urban cityscapes.

The white landscape effectively draws the individual products into the foreground. Precisely positioned elements

in a yellow accent colour – from large square ceiling and wall frames, a display of smaller format frames on one

wall, to slim vertical strips and large yellow panels – establish additional focal points in the separate product areas.

These abstracted objects provide a conceptual context for the products, while supporting the overall structure

of the stand and hinting at the high standard of quality inherent in the brand thanks to their innate precision.

The continuous white melamine resin floor is the site of an additional zonification. Here individual products are

contained by grey carpets, floor markings as areas, lines or dotted grids, as well as a field of white limed oak.

Project name: Brunner Fair Stand Orgatec

Location: Stuttgart, Germany


Designer: Ippolito Fleitz Group

Photographer: Andreas Koerner

Area: 390m²

BRUNNER FAIR STAND ORGATEC

134 - 135

1. General view2. Distinctive layout3. Exhibition works showcased in the pure white space

1. Welcome desk2. Storage3. Bar4. Kitchen5. Cafeteria6. Conference room

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4. Creative exhibition works5. Lounge6. Conference showroom

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FAIR STAND FOR BURKHARDT LEITNER CONSTRUCTIV AT EUROSHOP

Burkhardt Leitner develops, produces and distributes modular architecture systems for temporary constructions

employed in trade fair, exhibition and presentation design. Epitomising the "fantastic – systematic" claim, the

Burkhardt Leitner stand transforms the minimalist functionality of its spatial systems and its core brand values

precision, lightness, sustainability, flexibility and mobility into a playful and atmospheric stage set.

The outer shell of the stand is constructed using the constructive Pila IV system, which is the first system to span

areas with an edge length of 6 metres. The sides of the stand demonstrate the sheer multiplicity of visualisation

options. An expanse of gauze displays a grid of letters, for example, from which the company’s core competences

emerge as red bars. The neighbouring wall is designed as a three-dimensional façade using the constructive clic

system and demonstrates a surprising spatial depth: Different-sized floral elements are applied on the different

levels as diagonal reinforcement, giving the wall an ornamental structure that varies depending on the angle from

which it is viewed. This varying effect is repeated in a concertinaed wall on the other side of the stand. A solid wall

of maritime pine panels conjures up an association with transport boxes, thus highlighting the internationality of the

brand.

The exhibition stand illustrates how Burkhardt Leitner modular systems can be transformed into a creative playground

and unfurl their full atmospheric potential. Wholly in line with the company’s brand-defining practical minimalism,

simple, reduced construction elements contrast boldly with amusing ornamental details to set striking accents.

With dynamic, three-dimensional walls, tactile surfaces, ingenious graphics and surprising changes of vantage

point, the Burkhardt Leitner stand invites visitors to explore its multifaceted constructive and decorative nuances.

Project name: Fair stand for Burkhardt

Leitner Constructiv at Euroshop

Location: Düsseldorf ,Germany


Designer: Ippolito Fleitz Group

Photographer: Zooey Braun

Area: 200m²

1. Table and chair2. Info3. Display4. Display counter

1. General view2. Entrance on the side3. The interior boasting a dynamic feeling

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140 - 141

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7. Rest area8. The eye-catching patterns on the wall9. Architectural model10. Creative show of the plants11. Small umbrellas suspended from the ceiling adding lightness to the wholespace

� 10

11�

142 - 143

�

7. Small umbrella suspended from the ceiling adding lightness to the whole space8. Architectural model9. Creative show of the plants10. Lounge11. Unique floral patterns12. Simplicity emerging from the design

144 - 145

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14� - 14�

1211

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KOMB HOUSE AT LE MARCHE EXHIBITION

KOMB HOUSE is an ideal dwelling that utilises technology to create traditions, customs and a sense of family and

community. It creates a lifestyle that incorporates both the modern and traditional material with a minimal impact

on the environment. Ecological ideas are incorporated into the house, such as solar panel heated water, energy

efficient appliances, reuse of pluvial and grey water, low energy LED lighting and raised radiant flooring. The house

can be easily disassembled and its materials, such as wood, metal, glass, and solar panels can be reused.

The house shell is composed by a repetition of reclaimed wood fins. Each is set at slightly different profiles to the

next creating a dynamic, fluid quality to both the outside & inside walls of the house. Due to their angles and depth,

the fins create a play on privacy. Viewing from outside one can scantly see into the house, but from the interior the

natural light creates a dynamic play of light shadows on the fins.

The interior of the house is composed of four spaces that represent our main activities: Play, Eat, Sleep and

Cleanse. The central space, inspired by Islamic patios, features an oasis with a skylight and a centre plunge pool.

The skylight opening controls the house temperature. When open the skylight captures rain water which is then

filtered by the pool. A kinetic art sculpture levitates above. As the sculpture rotates it captures wind power and

distributes the energy throughout the house.

The house layout flows from the central pool and expands to four quadrants making up the living room, bathroom,

bedroom and dining room. The black floor morphs into different floor inlays in the kitchen and bathroom. In the

living room and bedroom the flooring motif translates into soft carpeting.

Project name: Komb House at Le Marche

exhibition

Location: Nasr City, Egypt


Designer: Karim Rashid Inc

Photographer: Karim Rashid Inc

Area: 482m²

150 - 151

1. Exterior view2. Resting chair3. Exterior wall detail

1. Main entrance2. Central courtyard & plunge pool3. Living room & study4. Kitchen & dining room5. Bathroom6. Bedroom7. Closet8. Back entrance9. Outdoor deck area

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152 - 153

4. Interior view5. Living room exhibition6. Dining room and kitchen exhibition

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7. Study room exhibition8. Living room exhibition9. Bedroom exhibition10. Circular-shaped sofas

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WIRTSCHAFTSFOERDERUNG REGION STUTTGART-FAIR STAND EXPO REAL

The Ippolito Fleitz Group designed and implemented the project in cooperation with the Agency Emmy as the

new joint state of the Stuttgart region. The new pavilion for a total of 33 state partners represents the specific

success factors that distinguish what the economic region has always been: the productive balance of stability and

continuity on the one hand and dynamic and innovative force on the other side. Main theme was the picture of the

tree that is firmly rooted in the earth and symbolises the same dynamic growth.

The 352-square-metre stand was developed as a sculpture, which staged a picture of the tree architecturally

sophisticated and formally independent. Flooring and furniture were painted in earth tones and formed by their

apparent homogeneity of the stable foundation for a spectacular canopy of oversized, mirrored cubes, which

evolved dynamically to the top. The shiny silver cubes were also bearers of ideas and the projection for the

performance and the cultural wealth of the region. Printed photographs of pioneering inventions such as Kepler's

model of the solar system, spark plugs from Bosch, the ballet of the Theatre House Stuttgart, historic half-

timbered façades or chocolate squares of Ritter Sport are just some examples of the diversity of the region in

the true sense misleading. These multiple reflections showed in a subtle way the mutual influence of all regional

achievements, which then form into a dynamic whole.

And functional approach to the requirements of the Fair booth partner was adjusted perfectly. The central

information and service point of the WRS and the clear division into the various fields of communication made for

a pleasant and undisturbed working atmosphere and conversation,and at the same time offered the partner level

sufficient space for media presentations and model shows. A counter area in the middle provided the visitors to

the stand with snacks and drinks.

Project Name: Wirtschaftsfoerderung

Region Stuttgart-Fair stand Expo Real

Location: Munich, Germany

Completion Date: 2010

Designer: Ippolito Fleitz Group, Emmy B.

Photographer: Zooey Braun

Area: 352m²

15� - 15�

1. Side view of the exhibition stand2. The exhibition space in the shape of a big tree3. The ceiling resembling “hanging boxes”

1. Display area2. Counter3. Equipment room4. Storage5. Kitchen6. Online terminal7. Reception

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4. Bar5. Corner view of bar6. Spacious and bright exhibition space

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100-square-metre housing presenting a fusion of reality and experimentation, incorporating a number of products

on the market that meet the principles of sustainability, recycling and reuse. The proposal seeks to dilute the

border between the experimental and commercial, in order to achieve the goals of respect for the environment.

Within ATIPIC House, innovation:: designers also presents the prototype of a modular kitchen, Kube (Future

Modular Kitchen) produced by M & S Cuines. This company is the sponsor of the overall project, along with UME

Electrical and Lighting Montajes LO + Distribution. The ultra-sustainable housing will be in Hall 4.

A ceramic work by the energy of an electric battery connected to a generator is driven by a stationary bike, so

that by exercising it, we transform the calories burned during exercise and convert the energy that we consume to

cook the food that our body needs to recover from stress eating. Thus the circle is closed energy. Other housing

facilities operate through the same principle as closed loop power.

A domestic installation of water recycling: the housing cover is inspired by a forest vegetation. The plants, through

the foliage, collect and carry water from rain to dispose of it, besides helping to regulate the temperature of the

place they inhabit. In this ultra-sustainable housing a drop of water is discarded after being used directly as a

system for greywater reuse, purified and renewed for further use according to its degree of purification: flushing

toilets, showers, laundry, etc..

This operation, of course, thanks to solar energy. Some home furnishings are made from disposable items such as

clothes, bath sponges, car wheels, cartons and / or wood, metal or plastic containers, etc..

Project name: Atipic House

Location: Spain


Designer: INNOVA::DESIGNERS

Photographer: INNOVA::DESIGNERS

Area: 100m2

ATIPICHOUSE

1�4 - 1�5

1. Corner view2. Seen from aside3. Cooking range works by electricity transformed from solar energy

1. Rest area2. Stove3. Bedroom4. Ultra-sustainable housing5. Display area

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A first prize in the competition for the development of a modular exhibition system for BMW AG in 1997 is the

starting point for an intensive process of in-depth deliberation on the subjects of corporate design and corporate

communication. The exhibition system enables the creation of individually designed exhibition stands for diverse

brands with minimal resource consumption. This sustainable ecological concept is exemplary on an international

level.

Auto Shanghai took place from 20th to 28th of April, 2009 in Shanghai. BMW Efficient Dynamics constitutes

a superordinate framework for communicating sustainable and innovative technologies and products. A BMW

production space opens itself towards the visitors, sets focus on the most important product messages, and

provides space for events during the course of the exhibition.

MINI launched three premieres at the Auto Shanghai: The China Motor Show Premiere of the new MINI Cabrio, the

Asian Premiere of the MINI Crossover Concept and the Asian Premiere of the MINI E. Alongside these highlights,

“MINI 50 Years” was celebrated on the stand featuring the MINI DJ to create the typical MINI atmosphere. The

challenge of presenting the big range of highlights outlined above on less than 400 square metres was met with a

very condensed and functional but coherent architectural concept.

The Rolls-Royce brand was represented in the luxury hall of the Auto Shanghai. The main focus of the Rolls-Royce

presentation was the Asian Premiere of the new “Rolls-Royce Ghost”. The architectural concept incorporated a

private customer lounge separated from the presentation platform of the Rolls-Royce product family.

Project name: Auto Shanghai BMW, MINI

and Rolls-Royce

Location: Shanghai, China


Designer: KSV

Photographer: KSV

Area: 400m²

AUTO SHANGHAI BMW, MINI AND ROLLS-ROYCE

1�� - 1��

1. Meeting area2. Reception and service area3. Front centre area4. BMW 3 series Asian premiere area5. BMW X series world premiere area6. Special area7. Show ground8. Special show ground

1. Fluid design of the ceiling2. Main exhibition area3. Corner view

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4. Bright exhibition area5. Eye-catching screen6. Distinctive stand giving prominence to cars on show

4

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1�2 - 1�3

The international movement ECR (Efficient Consumer Response) takes inspiration from four innovative principles

of collaborative management between large-scale retail trade and manufacturers. Based on the ECR-Italy project

dealing with the Corporate Social Responsibility, since 2004 Coop, the leading Italian supermarket chain has

offered all of its suppliers the possibility to take some concrete actions in a few specific domains such as

environmental protection, the defence of human rights and nutritional safety. In view of its participation in the yearly

appointment of the forum, Coop has trusted the design of its stand with the Milan-based vc a, who had already

designed the new in-store image and communication of the company’s hypermarkets.

The institutional vocation was the theme to be communicated alongside values such as membership, solidarity

and sustainability, which have always distinguished the work of Coop and stand for its number-one communication

tool. The project has been keyed to outstanding set design simplicity. The institutional colours – white and red –

have been matched in a rational mix of volumes and surfaces. Against this composition, two recurrent metaphors

have been staged, namely bond and embrace which immediately remind the visitor of the company’s value-focused

approach. Reproduced on the floor as a blown-up decorative pattern, the logo is the hallmark of the four exhibit

areas respectively dedicated to “fair” products, research in product design, handling of fresh products and Coop-

branded products. The large bottom wall evokes and magnifies the theme of bonding values and relations. A

crowded reception and sampling area, livened up by the presence of people, completes the space layout.

Project name: COOP ECR

Location: Milan, Italy


Designers: VC A , VANNINI+CESARETTI

Photos: Saverio Lombardi Vallauri

Area: 300m²

COOP ECR

1�4 - 1�5

1. Circular-shaped exhibition area and logo sign on the floor complimenting each other2. Exhibition products3. Innovative partition wall

1. Logo2. Exhibit area3. Screen on the wall4. Desk

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Electrolux surprised visitors at the IFA 2010 with a completely redesigned brand appearance – also

tridimensionally. The manufacturer of domestic appliances engaged the D’art Design Group in the tridimensional

design of the AEG relaunch at the 50th IFA in Berlin. The redesigned brand appearance underlines the premium

positioning of AEG and mirrors the desires of the target group, which prefers brands with clear and focused design

combined with emotionality. The brand space’s concept translates that approach at the IFA by architectonically

concentrating on comfort and design innovation. The spatial shell of the hall supports the self-contained brand

world on more than 3,100 sqm. Isolated from the hustle and bustle of the fair the visitor discovers a spacious

entrée – the centrepiece of the brand space.

The media displays on the ceiling and walls accompany the visitor into the inside of the brand world. Soft shapes

float over the illuminated ceiling in the rhythm of the stream of visitors. LED-backlit walls covered with fabric

enhance the multimedia displays. The play of lights mirrors in the high-gloss black floor and thus suffuses the

whole entrance hall. An avenue of chestnut trees, cherry trees and linden leads into the single product areas.

Here, the emotional brand orientation in combination with the innovations is highlighted through material diversity

and pictographic examples: Be it a waterfall that depicts the performance of the “Pro-Clean” dishwasher or the

“Öko_Line” that is covered with moss. The whole brand world invites to touch, understand and pause: warm woods

and soft materials in dialogue with walls with media displays visualise the makeover with inspiring elements and

the respective dynamics. An overdimensional shelf full of wonderfully smelling herbs whets your appetite for the

experience kitchen. Electrolux offers more space to the Live Cooking 2010: Professional chefs and patisseurs fill

the brand space with freshly prepared culinary delights that smell delicious.

Project name: Electrolux | IFA

Location: Berlin, Germany


Designer: D’art Design Group

Photographer: Joerg Hempel

Photodesign

Area: 3,100m²

Electrolux | IFA

1�� - 1��

1. Exhibition area designed with simple style and a cosy feeling2. Rational colour combination3. Green plants highlighting the sustainable concept

1. Ovens2. Small appliances3. Laundry4. Dishwasher5. Electrolux6. Performance7. Statement8. Novelty

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4. Reception desk5. Lounge area6. Entrance

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The stand designed by Plajer & Franz Studio and the central platform for investment, business and projects in Europe

are used to set a course for a positive perception of the economic area of Augsburg and to show the advantages of

the location – especially compared to the apparently almighty city of Munich.

They are arranged as dynamic staggered coloured stripes: green represents business, blue innovation, red service,

pink lifestyle. These stripes merge from the floor across the walls to the ceiling or unfold to displays in the form of

info terminals and desks.

The functional areas are related to the individual colours and therefore thematically assigned to the core areas.

Plajer&Franz studio integrated the meeting area in the green environment, which reflects the business potential.

The blue sector is affected by the presentation of models of new innovative planned construction (Impuls Arena and

Sheridan Centre). The red zone is defined by the counter picking up the service topic, and the lifestyle aspect in the

pink area is characterised by a lounge.

Project name: Exhibition Stand Expo Real

Location: Munich, Germany


Designer: Plajer, Franz Studio

photographer: Ken Schluchtmann

Area: 75m²

EXHIBITION STAND EXPO REAL

1�4 - 1�5

1. Exhibition stands in bright colours2. Negotiation area3. Eye-catching colourful decorations standing out from the white background

1. Info terminal2. Counter with bar stools3. Table4. Prospect stand5. Lounge

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FutureCare is located at CeBIT’s Telehealth–Area and spreads over 350 square metres. It’s all about digital Patient-

Information in Healthcare, which was shown with the help of guided tours. These tours demonstrated two scenarios

of main diseases such as diabetes and heart-insufficiency with the help of a moderator and an actor. The stand had

to be designed in a closed form because of the guided tours. On the other hand, it had to offer “teaser” insights

from the outside. The overall impression is futuristic as the topic itself. The design doesn’t focus one single firm

but brings into focus the entire message “get connected” in healthcare. Firms show their products and what they

can do for patients. Single firms are present at the entrance area and each single brand from platinum to bronze

partners is present and is noticed by everyone entering or leaving the site.

Medical clean white symbolises healthcare. Soft grey lines, symbolising diffuse data, cross each other and connect

the different areas – “get connected”. Flooring is done with plain white PVC plus adhesive foil stretching from floors

to surrounding walls. Changing data is also visualised by white lines of LED-Lights, pulsating in waves around the

area. The layout orientates on a molecule–structure and shows in clusters the different areas. It is inspired by

molecules, because IT itself, already today, is working with minimised structures to fulfil its demands. So these

molecular structures are blown up and now integrate IT. Because of this, a flexible structure is resulted in designing

spaces, which was very convenient for the design process, as provided spaces changed constantly in. Single

icons such as stethoscope, doctor’s white clothes, nostalgic brown pharmacy bottles associate doctor’s practice,

hospital, pharmacy, etc. Projecting standing lights, acrylic–vase and plain white old-fashioned fauteuils symbolise “at

home”. A deer antler became mascot, used in a pink flocked finish at FutureCare 2009 this year that was – what

else – plain white.

Project name: FutureCare

Location: Hannover, Germany


Designer: 100% interior

Photographer: Karin Hessmann

Area: 350m²

FUTURECARE

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1. White colour stressing the theme of exhibition2. Exhibition area equipped with technological elements3. Soft grey lines symbolising diffuse data “get connected”

1. Home 2. Surgery3. Pharmacy4. Rescue helicopter5. Hospital

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4. The layout orientating on a molecule-structure5. Helicopter symbolising “combination of technology and healthcare”6. Exhibition area with a futuristic style

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It is pretty simple to design a booth for a tour operator. A wooden deck, a jungle and 1800 Flip Flops standing

for leisure holidays and in contrast to that you take a straight and urban looking cube and reduced furniture which

stands for city trips. Especially the curtain made out of the flip flops was very succesful, because it was the topic

of conversation during the fair. Inside the cube they installed a photostudio where the visitors get a make up from

a professional stylist and dressed in a kuoni shirt. After the short shooting they could take their photo with them.

Project name: Kuoni Booth

Location: Montreux, Swiss


Designer: DREIMETA, Armin Fischer

Photopgrapher: Brechenmacher &

Baumann

Area: 272m²

KUONI BOOTH

1�4 - 1�5

1. A jungle background echoing the concept of “tourism”2. Tourist car enriching the leisure aspect of the design3. 1800 Flip Flops

1. Main stand2. Sofa and jungle3. Table and chair4. Curtain made of flip flops5. Sport utility vehicle

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Magis Stand at the Furniture Milan Fair is a fitted space of 400 square metres (20x20). The project started from

the concept of creating an architectonic space with an internal yard where the perimetral walls are sectioned and

from the inside are visible the rooms of the building with their furniture. The company products are presented in

these rooms: on the ground floor the new proposals and upstairs the historical ones.

The sectioned walls are marked with white colours in contrast with the black on the outside and on the floor.

Each room is decorated with its own colourful covering which is often decorated with motives that give context

to the displayed objects. The central zone includes the reception located in front of the principal entrance and the

elevated meeting room, with a privileged point of view, from which looking away it is possible to see the whole

scenography.

Each room is dedicated to a designer who collaborated with the company. In addition to the rooms that present

Stefano Giovannoni products, you can find those of Jasper Morrison, Naoto Fukasawa, Konstantin Grcic, Pierre

Paulin, Bourullec brothers and Javier Mariscal.

Project name: MAGIS Stand, Milano

Furniture Fair



Designer: Stefano Giovannoni, Elisa

Gargan

Photographer: Pietro Savorelli

Area: 400m²

MAGIS STAND, MILANO FURNITURE FAIR

1�� - 1��

1. Exhibition area for children’s products2. Room decorated with its own colourful covering to give context to the displayed objects3. Distinctive chandeliers

1. Entrance2. Reception3. Bar4. Meeting room

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200 - 201

A radically new definition of the exhibition architecture that is executed with this fair presentation of DaimlerChrysler

brands, Mercedes and Maybach is the solution to these brands search for a sovereign serenity. Large flowing

shapes replace the small-piece dissection that is common in fair construction. One element that is well visible from

all angles and has a great visibility effect from distance is a sky which is floating above the presentation stage. Its

design suggests great airiness with a wave-like swinging soffit.

This image of the sky linking the two areas of Mercedes and Maybach presentation creates vastness and

generosity–a feeling of respiring. Line management and creative form vocabulary are derived from brand-

characteristic outlines of various Mercedes cars. Drawings and graphics of the cars serve as an inspiration for the

shape of the ceiling landscape and the stage setting. Therewith one can experience the cars outlines and brand-

specific design principles through the floor plan as well as in the perspective of the ceiling-and- stage architecture.

All serving areas are integrated in the backside stage setting. Shop, conference room and office all orientate

towards the exhibition stage with a different view angle and are separated by the stage. The apertures outlines

thereby transfer the line management of the booth into a view that is framing the cars. For the production of this

exhibition booth approaches of the automotive engineering were accessed–as far as it is possible in an exhibition

project. A serial production and development of module measurements made the fair-atypical form vocabulary

actually possible and cost-effective.

Project name: Trade Fair Booth

Mercedes Benz & Maybach, AMI

Location: Leipzig, Germany


Designer: Graft Gesellschaft von

Architekten mbH

Photographer: Marcus Schwier

Area: 1,546m²

TRADE FAIR BOOTH MERCEDES BENZ & MAYBACH, AMI

202 - 203

1. Cars on show2. Lounge area3. Ceiling resembling cars outlines4. Silver-colour car in the red background

1. Entrance2. Private lounge3. Reception room4. Meeting room5. Storage6. Private changing room7. Exhibiton hall

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4. Cars on show5. Lounge area6. Ceiling resembling cars outlines7. Silver-colour car in the red background

204 - 205

4 �

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The Munich specialists for corporate architecture, Schmidhuber + Partner, continue the Audi "Vorsprung" concept

and develop an endless flowing space that dissolves the partition between the classic disciplines of floor/wall/

ceiling or architecture/communication/marketing. In its diversity, it accommodates a growing product variety and

the growing importance of issue communication. Visitors experience the extensive, 2,540 square-metre brand

space as a narrator: Geometric elements with alternating straight and curved lines are followed by curved lines and

free forms with doubly-curved surfaces. A softly rising curve leads visitors like on a boulevard through changing

perspectives and topics, from its highest point granting a view over the whole fair booth. Three highlight stages

emerge from the interior architecture and swirl around the highlights of the show. Space and vehicles form one

entity and set the stage for the Audi e-tron Spyder that has just now been revealed, a model of an open sports car

with plug-in hybrid drive.

New technologies, materials and surfaces as well as the integration of aluminum as the "brand material"

provide the Audi appearance with a poignant brand identity of great long-distance effect and translate

the technological edge into a spatial brand experience of hitherto unreached diversity. When seen from

below, the horizontal surfaces with an aluminum-like coating form a new silver-coloured brand sky. Where

colours meet, the edges feature crystal-like grindings, which reinforce the diversity of the brand space

with their dramatic curves and free forms. Each use of colour and material takes on a specific function.

The white, jointless architecture develops its strongest effect from a distance, conveying calmness and

power, while the silver colour communicates technological market leadership and detailed depth. The use

of wood as well as the graphic design adds a third element by emphasising the atmosphere and humanity.

AUDI AUTOSALON PARIS

Project name: Audi Autosalon Paris

Location: Paris, France


Designer: Schmidhuber + Partner

Photographer: Andreas Keller

Area: 2,540m²

20� - 20�

1. General view of the whole space2. The display space in the red light3. Corner view

1.The open entrance2.Highlight stage3.The streamlined shape structure

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4. The streamlined design of the exhibition hall5. The exhibition hall is exquisitely designed6. The highlight ring stage

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Soap Stars is the name of the Bisazza stand at the Salone del Mobile 2005, and the entire range of products were

shown there.

The stand was created by the famous designer Marcel Wanders, whose design style is famous for floweriness and

positiveness. The stand uses black as its main background colour, so that the colourful products can stand out

well. The space of the stand was divided in several areas. Every area has its own style. The bathtubs with different

forms look just like the art works, which tell their own beautiful stories quietly. With various patterns and different

colours the stand seems a fairy tale world. The mysterious atmosphere increases the elegance of the products.

The purpose is to tell the visitors the comfortable feeling of the brand products.

The products will take the visitors and inspire them during the grand free tour of the symbiosis of creative

excitement. They will quench their visual thirst and infuse their grey cells with little pink flowers and crispy silver

stars.

Project name: Bisazza Soap Stars



Designer: Marcel Wanders

Photographer: Ottavio Tomasini

BISAZZA SOAPSTARS

214 - 215

1. Exhibition area in lively style2. Independent exhibition area3. Floral patterns on the wall

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1. Central platform2. Shower platform3. Green platform4. Front platform5. Sauna platform6. Blue platform with big-heart pattern7. Storage for folders

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4. Green floor adding freshness to the whole space5. Main exhibition area with steps6. Playful bathroom �

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For three consecutive years, the company Comex Lafarge has entrusted JORGE HERNANDEZ DE LA GARZA with

designing their pavilion of Plaka Comex for Expo CIHAC 2008 which is the most important fair of construction held

in Mexico City. The principal requirement of the client was to accomplish an architectural space with a high sense

of plasticity, in order to demonstrate the qualities and benefits of its material (Plaka Comex ).The whole pavilion was

built only in seven days, with five hundred and fifty plaster boards and forty five workers. Time constituted a special

challenge as well; there was only five weeks between the commission and the opening of the trade fair.

In order to accomplish such objective the design chosen was based on the art of the origami that means in Japanese

folding paper. This idea was the starting point and it´s composed by figures in its majority geometric like squares,

rectangles and triangles helping to create a very particular form with movements and subtle lines that go along a

sense of intuition and not by a strict architectonic rationalism.

The circulations of the fair were considered in the design proposal, and four big openings allow people to access to

the interior exhibition. The architectural elements filter the light while visitors get surprised by the different movements

of shadows. Depending on the perspective people can see a very massive or light structure.

The relaxed atmosphere inside the object was an important element throughout the interior, encouraging visitors

to explore, to learn and to probe the qualities of the materials Plaka Comex so that the Pavilion became a kind of

umbrella that strongly supported the corporate identity of Comex Lafarge company. Inside the white structure were

placed two sound cabins to demonstrate the acoustic boundaries of the Plaster Board called Acustika which is one

of the most innovative products of the brand.

Project name: Origami Pavillion

Location: Mexico City, Mexico


Designer: JORGE HERNANDEZ DE LA

GARZA

Photographer: Paul Czitrom

Area: 108m²

ORIGAMI PAVILLION

1. Design based on the art of the origami2. Bright interior3. White exhibition area

1

1. Main pavilion2. Plaster board wall3. Table

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Under the motto "Living in High Definition" Panasonic presented itself at the Internationale Funkausstellung (IFA)

from the 31st August to the 5th September 2007, in Berlin. Concept and creation of the exhibition stand came

from the Atelier Brückner, who translated together with the Berlin media artist Marc Tamschick the motto into a

three-dimensional, moving product stage.

The exhibition stand becomes a mysterious Blue Box in which the digital world of Panasonic is presented. As a

basic unit the dimension relation is 16:9–the format of contemporary high-definition flat screens. It forms the basis

of the whole stand in his proportion and internal structure; it functions as raster for the graphic design, developed

with the communication designer attractive grautöne, and finally is the formative basic element of the media

scenery.

Uniformly the floor, presentation walls and the grid that connects the different product exhibit areas are coloured in

Panasonic’s trademark blue. This network stands for the Panasonic claim "Networking for life" which describes the

simply manageable, technical linking possibility of different Panasonic products. A projection screen–about 145

metres long and 5 metres high–surrounds the whole public area. The projection is mainly abstract and provides

different moods in rhythmical order.

In the centre of the public area–opposite to the stage–is the heart of the media scenography: The ten-metre-

wide and five-metre-high display from 23 Viera screens (each 103 inches 2) is becoming the giver of pulse to the

whole exhibition stand. From this, the largest ever full high-definition mass display realised ever, visual impulses

are spread out to the surrounding walls, recorded with 21 projectors. The exhibition stand looks enlarged in its

dimensions and shows at the same time the potential of the Panasonic products. The media scenery, which runs

on a total of 38 synchronised channels, makes instinctively learnable the quality, which is connected with the brand

Panasonic. At the booth a sportily engaged, dynamic impression originates. The visitor can glide like a swimmer

through the product worlds.

Project name: Panasonic Stand



Designer: Atelier Brueckner GmbH

Photographer: Markus Mahle

Area: 3,100m²

PANASONICSTAND

224 - 225

1. Colourful background 2. Deep blue as the key tone3. Screens playing different information

1. Info2. Stage3. Mass display4. Blu-ray theatre5. Shooting

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The German D'art Design Group designed the brand architecture of the Public Area of Panasonic at the 50th IFA.

The brand space underlined Panasonic's 3D specialisation on more than 4,500 square metres. At the largest fair

for electronics by worldwide, Panasonic presented the whole world of the third dimension.

Bright streams float over the product presentation and discreetly shape the hall’s outline. Compactly staggered one

behind the other they highlight the spatial depth and therefore the Panasonic theme “3D your world”. The stream’

s light colours that change from white to deep blue are controllable, support the dynamics of the architectonic

streamlines and constantly suffuse the fair stand in new atmospheres.

Towards the centre of the hall the parallel staggered light streams divide thus forming a spacious plaza that puts

the spotlight onto the huge mass display. Here, the fair visitors can get immerged in the third dimension. "3D

TV is one of the central topics in the electronics industry this year", explains Dr Rainer Hecker, Chairman of the

Supervisory Board of the IFA’s organiser gfu. With the all- over product chain from the recording to the imaging,

Panasonic demonstrates its role as precursor in the third dimension. Diverse premieres are waiting for the visitor

of the stand: the first 3D camcorder for the private use or the largest 3D full HD plasma TV in the world with a

3.86-metre screen diagonal. The stand’s architecture structures all product contents thanks to the well-arranged

ramified streams into the other product areas like ECO and Digital Imaging. With a complete portfolio of 3D

products Panasonic shows its customers the whole 3D world and proves that the topic is already a natural part of

consumer electronics today. This design was highly spoken by both the client and the visitors as there are several

new and elegant elements in the process of design.

Project name: Panasonic | IFA



Designer: D’art Design Group

Photographer: Joerg Hempel Photodesign

Area: 4,500m²

PANASONIC | IFA

22� - 22�

1. Curving ceiling2. Circular-arranged screens highlighting the theme of “3D world”3. Spacious plaza

1. Restaurant & Meeting area2. Professional area3. Eco corner4. 3D shooting5. 3D theatre6. Home AV7. 3D mass display8. Stage

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4. Versatile decorative elements5. Compactly staggered screens adding a dynamic feeling 6. Elegant and soft colour

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This year, the fair “Heimtextil” offered a more finely differentiated range of high-end home and household textiles.

There were two showcases designed by JOI-Design visualising the wide range of applications for textiles.

Water, light and crystal – high-quality fittings, opulent and dreamy mosaics create, glittering bathroom worlds. Like

a screenplay for “luxury bathroom meets textiles” the “Crystal Waves” showcase combined bathroom textiles with

luxurious details. To provide an optimum backdrop for all the materials on show, the special area has been laid

out along a precise grid, with the principal materials used being glass, quarry stone, crystals and premium-quality

fabrics. The core theme was the element water. A “stream” ran through the showcase area, filled with polished

mosaic tiles by Bisazza and glittering crystals by Swarovski.

Project name: Showcase "Crystal Waves"

Location: Frankfurt , Germany



Photographer: JOI-Design GmbH

Area: 250m²

Showcase "Crystal Waves"

1. A “stream” running through the showcase area2. Bathroom in elegant and noble style

1. Table and stool2. Crystal wave3. Tub4. Wash basin 5. Bath

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1

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In 2008, there were two showcases designed by JOI-Design visualising the wide range of applications for textiles. The

fair “Heimtextil” offered a more finely differentiated range of high-end home and household textiles.

Outdoor and indoor merge as interior design makes space concepts transparent. “Outside In” plays with levels,

materials and styles. This showcase transformed the ground plan of an urban villa with adjacent garden into a walk-

on stage set with three cubes showing the situations “sleeping”, “living” and “dining” and a fourth cube, featuring

a bar for catering purposes. These days, the conventional way of dividing up living space is frequently ignored by

architects, with an open-plan kitchen area becoming, for example the communication node within the living area.

A mini boulevard allowed visitors to roam around the area, with small wooden walkways linking the cubes with one

another and offered with its generously sized garden a quite special meeting place.

Project name: Showcase "Outside In"

Location: Frankfurt, Germany



Photographer: JOI-Design GmbH

Area: 500m²

SHOWCASE "OUTSIDE IN"

23� - 23�

1. Aerial view 2. Lounge area with green as the key tone 3. Corner view of the exhibition area

1. Living2. Sleeping3. Table and bank4. Stairs5. Dining6. Bar 1 2

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240 - 241

The fundamental statement of the stand designed by Plajer & Franz Studio is to show the worldwide activities and

networks. Internationality is revealed by a world map with embedded screens which serves as a strategic focus.

Plajer & Franz Studio designed a stand for Sixt to help recruiting potential clients and to present themselves

as a premium provider. The brand is emotionally tangible for the viewers and stands out from the crowd and

competition. Modern design with pure, accommodating shapes and a striking use of colours impart a high-class

overall-image. The corporate colours orange and black are dominating the appearance of the displays, counter and

walls, and a clear-cut structure makes it easy to present the premium cars at the stand.

One important focus lies on the quality of the material. The concept is based on the new corporate design by Sixt

and has 4 functional requirements: order area including counter, seating area with catering (meeting area), back-

offices and information booth. The back area which contains the offices is designed as a self-contained black box

and remains reticent.

A curved orange coloured bow (merges in the ceiling) serves as an eye-catcher and is arranged above the centred

seating area. Through graphical designs and typography on the walls, Sixt shows all its locations worldwide.

Orange lamellaes at the front separate the visitors from the crowd but admit transparency. The company logo is

prominent on all sides of the stand, illuminating and visible throughout the hall.

Project name: Sixt Stand



Designer: Plajer & Franz Studio

Photographer: Ken Schluchtmann

Area: 175m²

SIXT STAND

242 - 243

1. The corporate colours orange and black dominating the appearance of the displays2. Background wall stressing the theme of “tourism”3. Internationality revealed by a world map

1. Info counter2. Seating area3. Car

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244 - 245

The biggest challenge for the development of this proposal was to integrate a diverse architectural programme,

where the Mexican Painting company Comex could show the different solutions that account for the different

segments, from the residential to industrial. The segments are divided into an architectural typology, and each

display area allows Comex products for different applications through furniture, walls and floors. This is to precisely

demonstrate the concept of the exhibition "Soluciones Ilimitadas" (Unlimited Solutions). The roof of 450 square

metres contains different segments, which differ by volumes and colours, thus creating a clear space between

each area, along with promoting the aesthetic game between programme segments.

Founded in 1956 in Mexico City, Comex is the leading paint manufacturer in Mexico and Central America. The

company distributes and markets its products through the world’s largest exclusive paint retail network of over

3,000 stores. Comex offers a complete range of paint products designed to meet the needs of customers of

all sizes and types, from the do-it-yourself homeowner to the largest commercial contractor. The company has

an unwavering focus on quality and is committed to ongoing investment in the research required to continuously

develop new and better products. Comex’s people are passionate about paint and committed to providing the

company’s customers with the highest levels of knowledge and service.

Project name: STAND COMEX

Location: Mexico City, Mexico


Designer: JORGE HERNANDEZ DE LA

GARZA

Photographer: Paul Czitrom

Site area: 750m²

STAND COMEX

24� - 24�

1. Exhibition area designed in a distinctive shape2. Openings on the wall 3. Products on show

1. Stage2. Rest area3. Display4. Stairs5. Bed6. Seating area

1 2

3

4

6

5

3

1 2

24� - 24�

4. Exhibition area of furniture5. Rosewood floor adding a elegant sense6. Space with strong “3D” effect

4

5

�

250 - 251

Concept for Swarovski tradestand for the Light and Building trade in Frankfurt in conjunction with André Furter.

Swarovski deals among other things with lamps and lighting systems with crystal for elevated ambience.

The Swarovski lighting & architecture project was an electrifying competition, which IDA 14 won with the idea of

a completely white modular exhibition stand. An example of the exhibition design was showcased at the Light

& Building Frankfurt 2006. The white room is the best possible setting to showcase the spectral colours of the

broken light reflexes produced by the Swarovski lights. The crystalline countersunk (spherically cut) and backlit wall

(branding) as well as the individual discussion cubicals and seating are from Corian. The modular recesses allow

different light collection themes and specific uses to be produced. The pile carpet and the luxurious fabric of the

ceiling contrast with the cubical image. Both also serve to absorb the sound, something that is often forgotten in

exhibition stands.

Project name: Swarovski

Location: Frankfurt, Germany

Completion date:2006

Designer: IDA14

Photographer: Schweiger GmbH, Hohberg-

Hofweier

Area: 77m²

SWAROVSKI

252 - 253

1. The entire atmosphere being elegant and noble2. Special light bringing a mysterious feeling 3. Lounge area immersed in soft light

1. Spa/wellness2. Restaurant3. Lounge4. Crystal Panel

1 2

3

4

1 2

3

254 - 255

uboot.com is a German/Austrian company that provides an internet platform for a youth network with blogs,

galleries and videos. The trade fair stand for the online marketing fair OMD 2007 provided a lounge atmosphere

adequate for the business environment with an innovative configuration representing the youth groups of social

network platform in the internet.

Chat rooms, fire walls, multi-user dungeons coexist. The language of cyberspace often takes its terminology from

the world of bricks and mortar that surrounds us. In fact, the virtual world can be viewed as an endlessly sprawling

city that we can enter and roam, a second life that shadows the one we inhabit. That makes it all the more

interesting to see what physical presence, if any, internet-based enterprises possess in the real world.

The design for uboot.com was based on a single volume hovering above the stand. The volume consists of 1280

ribbons of snow-white textile (Trevira CS by Ellermann) suspended by steel wires from a space frame, which

in turn is suspended from the roof of the hall. The ends of the ribbons formed a smooth surface that created

differentiated spaces underneath with a variation of intimacies, from open and social to more closed and private.

Besides this open space created by the ribbons, the single volume itself was permeable; the ribbons were more

a filter than a barrier. Spotlights above make the strips even brighter, their whiteness like that of fresh soft snow.

The atmosphere of the stand was dominated by the softness and the movement of the textile ribbons, which were

almost immaterial. Perhaps the only allusion to things virtual is the strips seem to form an ethereal body rather

than a solid mass, so weightless that it scarcely touches the ground, as intangible as the Internet itself.

Project name: Trade Fair Stand for uboot.

com

Location: Düsseldorf, Germany


Designer: Hackenbroich Architekten

Photographer: Hackenbroich Architekten

Area: 50m²

TRADE FAIR STAND FOR UBOOT.COM

25� - 25�

1. The single volume being permeable2. Suspended white ribbons3. Softness and dynamic sense coexisting

1. Welcome desk2. Business communication3. Service area4. LCD

3

2

4

1 1

1 2

3

25� - 25�

Project name: Royal Ceramica / Cersaie

Location: Bologna, Italy


Designer: Paolo Cesaretti

Photographer: Stefano Stagni

Area: 200m²

ROYAL CERAMICA / CERSAIE

Royal Ceramica is a new brand emerging in the worldwide ceramic market. Its strongest point is the flexibility in

terms of production and product differentiation joined to a brilliant selection of decorations made to fit the eastern

taste. For their debut in Italy at the international Fair Cersaie, Royal Ceramica asked to Paolo Cesaretti to design

its stand. The choice of the designer was obvious due to the remarkable work Cesaretti has been doing in the past

years as designer and art director for the internationally known Marazzi Group.

The designer’s aim for this debut was to design a remarkable stand affirming the brand’s identity. The stand should

be visible, make clear the flexibility of products offered, and display with style the new tile designs. The concept

was to present the brand through its wide product selection, imagining a human-size catalogue of products.

The main features of the stand design are identity and visibility. The stand is open on all the four sides. The ceiling

is made of white hanging boxes visible from far, providing support for the company’s claim and hosting a perfect

smooth lighting for the new designs displayed underneath lighting. The white hanging boxes provide the general

lighting of the stand creating a bright but smooth atmosphere. The new design wall tiles are displayed and white

framed like paintings. The stand hosts meeting tables and comfortable white sofas according to the stand’s

general mood.

1. General view2. Tiles exhibited in the white frames

1. Display2. Seating area3. Living room display4. Washroom display

1

2

3

4

2�0 - 2�1

1

2

3. Exhibition works4. Corner view5. Exhibition works highlighted by soft light

2�2 - 2�3

3

4

5

2�4 - 2�5

The stand was designed for &tradition for the Stockholm Furniture Fair 2010. It has been built entirely from

the metal bookcase system NORM BLOX designed by Norm. The system consists of 2 different sizes of metal

bookcases that are connected with ultra strong magnets. The back and the front of each case can be changed in

colour and material according to the use, and the NORM BLOX can also be used as tables, podiums, etc.

For this stand space, which was relatively long and narrow, the obvious choice was to go vertical to give a sense

of impression. The cases were stacked rhythmically to obtain a playful but strict character that suited the brand

identity. For the fronts and backs the &tradition brand colours were chosen as well as prints of all the designers

as marble busts. The products were fitted nicely into the over-dimensioned shelves – giving a distortion of the

proportions. Towards the front of the stand five big BLOX were used as podiums with concrete tops and legs in

natural oak, transforming the BLOX into small designer tables. From the ceiling were hung formations of different

lamps in groups functioning almost like a transparent curtain.

Project name: Andtradition Trade Fair

Stand

Location: Stockholm, Sweden


Designer: Norm. Architects

Photographer: Jonas Bjerre-Poulsen

Area: 27m²

ANDTRADITION TRADE FAIR STAND

1. Exhibition works on the bookshelves of different sizes2. Pure white boasting lightness and brightness

1. Display2. Shelf

1

2

2�� - 2��

1

2

2�� - 2��

Grundig is one of the most well-known brands in Europe. Its recognition factor lies at a unique 98% in Germany

alone. The year 2010 was the 65th anniversary of the provider of consumer electronics. For its 65th brand

anniversary the famous company Grundig presented itself at the IFA with a 1,100-square-metre tradeshow booth.

Under the motto “65 Years Megahertz Excitement” dan pearlman presented the history of the brand and the

product highlights of the recent decades with an anniversary wall and an architectonic timeline. New product

developments and the industry hot topic, 3D LED-TVs, took the centre stage at the Grundig press conference at

the ICC Berlin–also designed by Dan Pearlman entirely for the company’s 65th anniversary. Of course enjoying the

celebrations was also part of the script: 400 media representatives and invited guests had an all-round successful

evening at the event location Radialsystem on the banks of the Spree in Berlin, and not just on account of upbeat

moderator Coleen Fernandez who entertained guests throughout the evening.

Project name: Grundig Intermedia GmbH |

IFA



Designer: dan pearlman Markenarchitektur

GmbH

Photographer: Michael Ingenweyen

Area: 1,100m²

GRUNDIG INTERMEDIA GMBH | IFA

2�0 - 2�1

1. The main stand with blue and white colour2. Commodious officer meeting area3. Display of the screens

1. Snack bar2. Officer meeting area3. Service bar4. VIP room5. Press room6. Technical service room7. Information counter

1 2 3

4 5

6

7

1 2

3

Index

100% Interior FutureCare 1��

Anamorphosis ArchitectsIdeal Standard 5�

Atelier Brueckner GmbH Panasonic Stand 222

Cadaval & Sola-Morales Susana Solano Exhibition � CESARETTI/DE LA FELD/DI LORENZO Made in Italy Files �4

Concrete Architectural Associates Exhibition “Rembrandt, ein Jugendtraum” The Kremer collection 12� Mercedes Benz Museum Exhibition �� Dan Brunn Architecture CaesarStone Flagship Showroom 3� dan pearlman Markenarchitektur GmbH Grundig Intermedia GmbH |IFA 2��

D’art Design Group Electrolux | IFA 1�� Panasonic | IFA 22� DREIMETA, Armin Fischer Kuoni Booth 1�2 Geyer Pty Ltd FUJI XEROX EPICENTRES 52 Stylecraft Showroom 11� GOLDEN PLANET Design Showroom Polycarbonates 1�

Graft Gesellschaft von Architekten mbH Moonraker �� Trade Fair Booth Mercedes Benz & Maybach, AMI 200

Hackenbroich Architekten Trade Fair Stand for uboot.com 254

HHF Architects, ZMIK Designers, Tatin ARCH/SCAPES 10 IDA14 Raumlabor 114 Swarovski 250

Ippolito Fleitz Group Brunner Fair Stand Orgatec 132 Fair stand for Burkhardt Leitner Constructiv at Euroshop 13�

Ippolito Fleitz Group & Emmy B. Wirtschaftsfoerderung Region Stuttgart-Fair stand Expo Real 15�

INNOVA::DESIGNERS Atipic House 1�2 www.innovadesigners.com

Jangled Nerves GMBH The Miracle of Bregenz 124

JORGE HERNANDEZ DE LA GARZA Origami Pavillion 21� STAND COMEX 244

JOI-Design GmbH Organic Trace Guestroom Concept 104 Showcase "Crystal Waves" 232 Showcase "Outside In" 23�

J. MAYER H. Architects LevelGreen-The Concept Of Sustainability ��

Jutta Friedrichs & Ben Houge Breaking New Ground 2� Karim Rashid Inc Komb House at Le Marche Exhibition 14� KSV Auto Shanghai BMW, MINI and Rolls-Royce 1��

Lauren Rottet, Kelie Mayfield, Christopher Evans Bernhardt Design Showroom 20

Marcel Wanders Bisazza Soap Stars 212 MET Studio Conflicts of Interest 44 Manchester United Experience �0

Nendo International KOGEI Triennale �2

Norm. Architects Andtradition Trade Fair Stand 2�4

Plajer & Franz Studio Exhibition Stand Expo Real 1�2 Sixt Stand 240 Paolo Cesaretti Royal Ceramica / Cersaie 25�

Payadis Creative Architects Mahonia Showroom 10� Reich + Petch Design International Butterflies + Plants: Partners in Evolution 32 Richard Hywel Evans Architecture & Design Ltd. Modular Lighting Showroom �2 Schmidhuber + Partner Audi Autosalon Paris 20�

Stefano Giovannoni, Elisa Gargan MAGIS Stand, Milano Furniture Fair 1��

VC A | VANNINI+CESARETTI COOP ECR 1�2