Exhibitions and Showrooms

Exhibitions and
Showrooms
Exhibiting space is a visual feast. Thus it is defnitely 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 ffty 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
Preface
Space 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 32
EVOLUTION
CAESARSTONE FLAGSHIP SHOWROOM 38
CONFLICTS OF INTEREST 44
FUJI XEROX EPICENTRES 52
IDEAL STANDARD 58
INTERNATIONAL KOGEI TRIENNALE 62
LEVEL GREEN-THE CONCEPT OF 68
SUSTAINABILITY
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 138
CONSTRUCTIV AT EUROSHOP

KOMB HOUSE AT LE MARCHE EXHIBITION 148
WIRTSCHAFTSFORDERUNG REGION 156
STUGGART-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
6 - 7
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 nd in the paper industry a material that
would fulll the architectural aims, and be ecological friendly and economic.
The technical and technological implications of the material drove to the denition 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 moar, 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: Adri Goula, Santiago
Garcs, Manolo Iyera
Area: 1,000m
SUSANA SOLANO
EXHIBITION
8 - 9
1. Display wall in unique shape
2. Display wall made of honey-comb paper
showing innovation and being sustainable
3. Products light in weight and creative in design
1. Entrance
2. Exhibition area
3. Exhibition table
1
2 3
3
2
1 2
3
10 - 11
ARCH/
SCAPES
ARCH/SCAPES was designed as ofcial Swiss contribution to the 7th International Architecture Biennial So 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 nally to the lpine
regions.
The featured projects are offset throughout the exhibition by large-scale photographs of Jol 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.
Switzerlands 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 at 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 m
1. Entrance
2. Exhibition room
3. The angle -and flat board-elements
4. Stairs
1. Large-scale picture highlighting the theme
of human and nature
2. Corner view
3. Dynamic and abstract exhibition
12 - 13
1
2
3
4
1 2
3
14 - 15
4. Undulating display board
5. Video modules presenting
interviews with the architects
6. Different layouts being generated
by changing some of the angle -and
at board-elements
4
5
6
16 - 17
The project is a 400-square-metre exhibition and showroom for Bayer Material Science AG, one of the worlds
largest producers of polymers and high-performance plastics.
In close cooperation with Bayers 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 nished
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 oating, clean atmosphere.
A very special performance feature is big inside windows, at rst hidden by custom made vertical blinds showing
Bayers 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
18 - 19
1. Bright and open exhibition area
2. White as the key tone
3. Various display products
1. Show area
2. Display counter
3. Rest area
4. Bench
4
3
2
1
1 2
3
20 - 21
BERNHARDT DESIGN
SHOWROOM
The Bernhardt Desi gn Showroom recentl y moved l ocati ons wi thi n the Chi cago Merchandi se 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
clients furniture product. The design teams 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 oating. Light panelled walls were also used as accents to reect 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 teams solution
was to create an ephemeral wall which would also double as a backdrop for the clients 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 xtures 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 Mayeld,
Christopher Evans
Photographer: Eric Laignel
Area: 650m
22 - 23
1. White sofa harmonising with the
dominating tone of the whole space
2. Simple-styled furniture
3. Reception desk
1. Reception
2. Meeting room
3. Furniture showroom
4. Corridor
4
3
2
1
1 2
3
24 - 25
4. Corporate sign shining under the
bright light
5. Long passage immersed in white
6. Plaster panel partitioning the entire
space
4
5
6
26 - 27
BREAKING NEW
GROUND
100% Design Shanghai celebrates Shanghai International Creative Industry Week with the joint installation "Breaking
New Ground",a collaboration between M 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 oat amid shards of ice, as a fresh wind blows in from overhead. This complete sensual
experience reects 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 M
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 rst performance. .
Project name: Breaking New Ground
Location: Shanghai, China
Designer: Jutta Friedrichs, Ben Houge
Photographer: Jutta Friedrichs, Ben Houge
Area: 240m
1. General view of the whole space
2. Furniture oating amid shards of ice
3. Red chair breaking through the ground
1. Entrance
2. Display area of design objects
3. Display area of chairs and sofas
4. Display area of bookshelves
5. Centre of the exhibition
1
2
3
4
5
28 - 29
1 2
3
30 - 31
4. Book shelves in various shapes
5. White book shelves in the shape of
water droplet oating amid shards of ice
6. Sofas displayed in the corner
4
5
6
32 - 33
BUTTERFLIES + PLANTS:
PARTNERS IN EVOLUTION
In the fall of 2008, the Smithsonian Institution National Museum of Natural History opened a new Butteries+Plants:
Partners in Evolution exhibit displaying the co-evolution of butteries 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 rm 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 rm responsible for the Pavilion shell
structure to ensure efcient visitor ow 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: Butteries + Plants:
Partners in Evolution
Location: Washington, D.C., USA
Designer: Reich + Petch Design
International
Photographer: Jiri Von Drak
Area: 357.7m
Client: Smithsonian Institution National
Museum of Natural History
34 - 35
1. Display board mounted on the wall
2. Exterior view of the exhibition space
3. Information about the exhibition upon
entrance
1. Ticketing
2. Entry vestibule
3. Intro graphics
4. Feeding station
5. Wings graphics
6. Puparium station
7. Exit vestibule
8. Exhibit hall
1
2 3
4
5
6
7
8
1 2
3
36 - 37
4. Colourful arrays of imagery and
specimens
5. Passage
6. Gardens planted with owers and
displayed with animal specimens
4
5
6
38 - 39
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 ofces, 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
ns 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 ns subtly referred to the quartz quarries, from which most of the showroom products
originate. The walls ns 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 ns 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: 500m
40 - 41
1. Sales area
2. Wall made of quartz
3. Tidy and simple atmosphere of the showroom
1. Entrance
2. Spinning display
3. Show kitchen
4. Show bathroom
5. Concetto lounge
6. Sales area
7. Manager
8. Conference room
9. Office
10. Womens restroom
11. Mens restroom
12. Employee kitchen
13. Storage room
14. Technology room
1
2 3 4 5 6
7
8
9
10
11
12
13 14
1 2
3
42 - 43
4. Fin structure formed by stacking
wooden panels
5. Living room
6. Reception desk in bright colour
4
5
6
44 - 45
CONFLICTS OF
INTEREST
MET Studio has designed a challenging, graphics-led exhibition called Conicts of Interest for Britains National
Army Museum on Royal Hospital Road in Chelsea. The brief for the project was to examine the last 40 years of
major conicts involving the British Army across the globe and the impact of those conicts on forces personnel,
both within and beyond the connes of military life.
"The idea behind 'Conicts of Interest', explained MET Studios Design Director Lloyd Hicks, was to examine the
differing aspects of conict 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, rst-person voices
of soldiers who have served and lived through each conict. These are not the voices of the British Government,
or of the Museum, or indeed of senior British Army spokespeoplebut of the front-line troops, who have lived and
fought in the featured conict zones."
The entrance areas 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 oors, 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: 450m
46 - 47
1. Wall displaying images
2. Soldiers lives at home in the form of a
series of domestic-scale framed images
3. Scene of soldiers being hurt
1. Introduction
2. Home
3. Conflicting opinions
4. Showcase
1
2
3
4
1 2
3
48 - 49
4. Home area sofa
5. Homelessness panel
6. Aghanistan zone
7. View of main space
4 5
6
4 6
7 5
50 - 51
8. Corner view
9. Entrance corridor and recruitment
posters
10. Northern Ireland zone
8
9
10
52 - 53
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 Pacic 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 Xeroxs 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 customers 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 connes 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 workow zones where clients are shown end-to-end business solutions and nishes.
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
experiencesshowing 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: 5,0008,000m
54 - 55
1. Reception
2. Meeting
3. Immersion zone
4. Equipment zone
5. Manager room
1
2
3
4
5
1. Grandiose spiral staircase
2. Exhibition space in cylindrical shape
3. Interior of the exhibition space
1 2
3
56 - 57
4. Wooden-grid passage
5. Silver screen
6. Flexible style
4
5
6
58 - 59
IDEAL
STANDARD
The Ideal Standard proling 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 visitors 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 specic 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 ooring were painted green, adding a natural element to the
space.
Project name: Ideal Standard
Location: Athens, Greece
Designer: Anamorphosis Architects
Photographer: Anamorphosis architects
Area: 630m
60 - 61
1. Tidy and bright exhibition area
2. Metal curtains suspended from the
ceiling forming a distinctive background
for exhibition products
3. Combination of green, black and white
arousing a fresh feeling
1. High Space
2. Low Space
3. Bathroom Utilities Stands
4. Sink and Furniture Stands
5. Orthogonal Bath Stands
6. Corner Baths Stands
7. Shower Stands
8. Taps Stands
9. Sind Stands
10. Themed Sets Stands
11. Black Box Stand
4
1
2
3
5
6
7
8
9
10
11
1 2
3
62 - 63
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 ve curators. For this reason, they decided to set up ve 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: 1,010m
64 - 65
1. Showrooms based on plastic greenhouses
2. Wooden sculpture in the middle
3. White as the key tone in the exhibition area
1. Entrance
2. Hall
3. Storage
4. Display
3 2
4
1
1 2
3
66 - 67
4. Wood carvings on display
5. Winding trails of black stapled carpets
running throughout the exhibition venue
6. Semi-translucent exhibition area
reecting brightness and softness
4
5
6
68 - 69
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 ofces 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 scientic ndings, 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 visitors 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: 1.000m
70 - 71
1. Green colour highlighting the
sustainable concept
2. Extensively branched web
3. Exhibition area with a strong
stereoscopic feeling
1. Main entrance
2. 360 cinema
3. Automotive Life Cycle
4. Entrance centre
5. Talking head
6. Multi-media wall
7. Media corner
1
2
3 4
5
6
7
1 2
3
72 - 73
4. Web housing all content and technical
installations
5. Eye-catching stereo image
6. Vertical elements adding a sense of
hierarchy
4
5
6
74 - 75
MADE IN ITALY
FILES
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 ash 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 oor and on the staircase walls, they can reach the level below. Downstairs they are
introduced to the projects by videos and oor-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: 600m
76 - 77
1. Temporary red catwalk for visitors
2. Productss on show
3. Plexiglass model
1. Walkway at grade
2. Dais
3. Walkway
4. Screens
5. Small models
6. Large models
1
2
3
4
5
6
1 2
3
78 - 79
4. Eye-catching red banner wall
5. Arch structure
6. Traditional architectural style with
modern decoration
4
5
6
80 - 81
THE MANCHESTER UNITED
EXPERIENCE
The Manchester United Experience is a new, immersive exhibition and experience, centring on the worlds 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 rst ever visitor attraction featuring the club to be opened outside
of Manchester Uniteds Old Trafford heartland (and Asias 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 todays
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 lm director Daryl Goodrich.
MET Studios 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: 1,000m
82 - 83
1. Uniforms of Manchester United
Football Club on show
2. Experiencing area for visitors
3. Highlights on show
1. Retail store room
2. Training
3. The club
4. Comms Room
5. The Match
6. The Tunnel
6
5
4
3
2
1
1 2
3
84 - 85
4
5
6
4. Display of the screens
5. Souvenir sales area
6. Glass model of Old Trafford
86 - 87
7. Experiencing area for visitors trying
shooting
8. Independent transparent experiencing
area
9. Exhibition area bottom
10. Large screen playing highlights
7 9
10 8
88 - 89
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 ve 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 visitors 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 nally observed.
Project name: Mercedes Benz Museum
Exhibition
Location: Stuttgart, Germany
Designer: Concrete Architectural Associates
Photographer: Christian Richters
Area: 519m
1. Individual circle exhibition stand
2. The ceilings being transformed into
two big eyes
1. Exhibition hall
2. Stand
3. Circle bench
4. Restaurant
2
3
4
1
90 - 91
1
2
92 - 93
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 clients 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 breglass 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 Modulars 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 Modulars 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 lightings effects on different shapes and materials. The faux lambs wool spilling out from the
ock 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 xtures 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: 128m
94 - 95
1. Gorgeous interior
2. Attractive lighting effect on the red wall
3. lighting xtures in various shapes
1. Entrance
2. The bear room
3. Office
4. Seating area
5. The bull room
6. The pelican room
7. Storage
1 2
3
1
2
3 4
5 6
7
96 - 97
4. Distinctive wall
5. Lighting xtures of different types
6. Bright and playful passage
4
5
6
98 - 99
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 nishing with an automobile sized viewing drive way. The installation can be modied 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 feeling
2. Special model
3. Distinctive car model
1. Environmental/Community Awareness
2. Regentrification-Dynamic Comfort
3. Hearth&Home-Family Focus
4. Technology Driven/Adaptive Complexity
1
2
3
4
1 2
3
102 - 103
4. White colour highlighting the simple
style
5. Purple light creating a mysterious
atmosphere
6. Space with a futuristic feeling playing
with light and shadow
4
5
6
104 - 105
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. Todays 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 rm 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 designers
imagination. The uidity of its sculptural form and concept is enhanced by the wave-like ow in the curved walls,
space plan and patterned carpet.
Project name: Organic Trace guestroom
concept
Location: Dsseldorf, Germany
Designer: JOI-Design GmbH
Photographer: JOI- Design GmbH, Tobias
D. Kern
Area: 39m
106 - 107
1. Blue, wave-like guestroom arousing a
fresh feeling
2. Soft linear patterns on the carpet
3. Different functional structures ow
into one organic whole
1. Bed
2. Desk
3. Soaking tub
4. Wash basin
1
2
3
4
1 2
3
108 - 109
MAHONIA
SHOWROOM
Mahonia is a Persian word, actually the name of Barberry ower 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 sufcient 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 areas
2. Flying display board
3. Exhibition area for visitors choosing
products
1. Secretary zone
2. VIP customer zone
3. Management zone
4. Customer zone
1
2
3
4
4
1 2
3
112 - 113
4. Bright and soft lighting
5. Precisely designed partition wall
6. Expansive display board
4
5
6
4
5
6
114 - 115
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 specic 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: oors, 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 rm
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: 200m
116 - 117
1. Bright and brilliant exhibition area
2. Floral patterns dominating the entire space
3. Work area seen from the exhibition area
1. Display area
2. Desk
3. Work area
1
2
3
1 2
3
118 - 119
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 showroomand
encourages them to return.
Geyers design solution embodies Stylecrafts brand attributesenergetic, condent, kinetic and fun.
The space has been designed to evolve and change with the business, and enables a diversity of customer
experiences. A highly exible 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 nishes 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 (Stylecrafts core product offer) prominence within
the space. The mobile towers also allow the space to be quickly and easily recongured to cater for Stylecraft
product launches and industry events.
Project name: Stylecraft Showroom
Location: Sydney, Australia
Designer: Geyer Pty Ltd
Photographer: Andrew Sheargold
Area: 500-600m
2 1
120 - 121
1. Chairs placed on removable structure
2. Chair wall reconguring the entire
space
3. Mobile chair towers are suspended
from the ceiling
1. Chair wall
2. Display
3. Meeting area
4. Bar counter show
1
2
3
4
1 2
3
122 - 123
4. Furniture exhibition area
5. Table and bar counter display
6. Different nishes and lighting creating
a clear distinction between the sales
and exhibition spaces.
4
5
6
124 - 125
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 Seebhne (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 Jrgen 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 lm 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: 1,600m
THE MIRACLE OF
BREGENZ
126 - 127
1. Aerial view
2. Information displayed and souvenir
3. Expansively curving passage for exhibition
1. Entry tunnel
2. Reception
3. 1st halftime
4. Halftime bar
5. 2nd halftime
6. Stage
1
2
3
4
5
6
1 2
3
128 - 129
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 xed 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 chesterelds 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: ~450m
EXHIBITION REMBRANDT, EIN
JUGENDTRAUM THE KREMER
COLLECTION
130 - 131
1. Paintings displayed on the white, circular curtain
2. Chandeliers and sofas adding an elegant and
noble sense to the entire space
1. Display area
2. Sofa
3. Curtain
1
2
3
1 2
3
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, owing 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 oor is the site of an additional zonication. Here individual products are
contained by grey carpets, oor markings as areas, lines or dotted grids, as well as a eld of white limed oak.

Project name: Brunner Fair Stand Orgatec
Location: Stuttgart, Germany
Designer: Ippolito Fleitz Group
Photographer: Andreas Koerner
Area: 390m
BRUNNER FAIR STAND
ORGATEC
134 - 135
1. General view
2. Distinctive layout
3. Exhibition works showcased in the
pure white space
1. Welcome desk
2. Storage
3. Bar
4. Kitchen
5. Cafeteria
6. Conference room
1
2
3
4
5
6
1 2
3
136 - 137
4. Creative exhibition works
5. Lounge
6. Conference showroom
4
5
6
138 - 139
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, exibility 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 rst 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 companys core competences
emerge as red bars. The neighbouring wall is designed as a three-dimensional faade using the constructive clic
system and demonstrates a surprising spatial depth: Different-sized oral 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 companys brand-dening 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: Dsseldorf ,Germany
Designer: Ippolito Fleitz Group
Photographer: Zooey Braun
Area: 200m
1. Table and chair
2. Info
3. Display
4. Display counter
1. General view
2. Entrance on the side
3. The interior boasting a dynamic feeling
1
2
3
4
140 - 141
1 2
3
7. Rest area
8. The eye-catching patterns on the wall
9. Architectural model
10. Creative show of the plants
11. Small umbrellas suspended from
the ceiling adding lightness to the whole
space
7 10
11 9
142 - 143
8
7. Small umbrella suspended from the
ceiling adding lightness to the whole
space
8. Architectural model
9. Creative show of the plants
10. Lounge
11. Unique oral patterns
12. Simplicity emerging from the design
144 - 145
7 9
10 8
146 - 147
12 11
148 - 149
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
efcient appliances, reuse of pluvial and grey water, low energy LED lighting and raised radiant ooring. 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 ns. Each is set at slightly different proles to the
next creating a dynamic, uid quality to both the outside & inside walls of the house. Due to their angles and depth,
the ns 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 ns.
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
ltered 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 ows from the central pool and expands to four quadrants making up the living room, bathroom,
bedroom and dining room. The black oor morphs into different oor inlays in the kitchen and bathroom. In the
living room and bedroom the ooring 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: 482m
150 - 151
1. Exterior view
2. Resting chair
3. Exterior wall detail
1. Main entrance
2. Central courtyard & plunge pool
3. Living room & study
4. Kitchen & dining room
5. Bathroom
6. Bedroom
7. Closet
8. Back entrance
9. Outdoor deck area
1
2
3
4
5 6
7
8
9
1 2
3
152 - 153
4. Interior view
5. Living room exhibition
6. Dining room and kitchen exhibition
4
5
6
154 - 155
7. Study room exhibition
8. Living room exhibition
9. Bedroom exhibition
10. Circular-shaped sofas
7
9
8
10
156 - 157
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 specic
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 rmly 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 faades or chocolate squares of Ritter Sport are just some examples of the diversity of the region in
the true sense misleading. These multiple reections showed in a subtle way the mutual inuence 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 elds of communication made for
a pleasant and undisturbed working atmosphere and conversation,and at the same time offered the partner level
sufcient 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: 352m
158 - 159
1. Side view of the exhibition stand
2. The exhibition space in the shape of a big tree
3. The ceiling resembling hanging boxes
1. Display area
2. Counter
3. Equipment room
4. Storage
5. Kitchen
6. Online terminal
7. Reception
1
2
3
4
5
6
7
1 2
3
160 - 161
4. Bar
5. Corner view of bar
6. Spacious and bright exhibition space
4
5
6
162 - 163
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, puried and renewed for further use according to its degree of purication: ushing
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
ATIPIC
HOUSE
164 - 165
1. Corner view
2. Seen from aside
3. Cooking range works by electricity
transformed from solar energy
1. Rest area
2. Stove
3. Bedroom
4. Ultra-sustainable housing
5. Display area
1
2
3
4
5
1 2
3
166 - 167
A rst 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: 400m
AUTO SHANGHAI BMW,
MINI AND ROLLS-ROYCE
168 - 169
1. Meeting area
2. Reception and service area
3. Front centre area
4. BMW 3 series Asian
premiere area
5. BMW X series world
premiere area
6. Special area
7. Show ground
8. Special show ground
1. Fluid design of the ceiling
2. Main exhibition area
3. Corner view
1
2
3
4
5
6
7
8
7
1 2
3
170 - 171
4. Bright exhibition area
5. Eye-catching screen
6. Distinctive stand giving prominence
to cars on show
4
5
6
172 - 173
The international movement ECR (Efcient 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 companys 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 companys value-focused
approach. Reproduced on the oor 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: 300m
COOP
ECR
174 - 175
1. Circular-shaped exhibition area and logo
sign on the oor complimenting each other
2. Exhibition products
3. Innovative partition wall
1. Logo
2. Exhibit area
3. Screen on the wall
4. Desk
1
2
3
4
1 2
3
176 - 177
Electrolux surprised visitors at the IFA 2010 with a completely redesigned brand appearance also
tridimensionally. The manufacturer of domestic appliances engaged the Dart 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 spaces 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
entre 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 oor 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
ko_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 ll
the brand space with freshly prepared culinary delights that smell delicious.
Project name: Electrolux | IFA
Location: Berlin, Germany
Designer: Dart Design Group
Photographer: Joerg Hempel
Photodesign
Area: 3,100m
Electrolux |
IFA
178 - 179
1. Exhibition area designed with simple
style and a cosy feeling
2. Rational colour combination
3. Green plants highlighting the
sustainable concept
1. Ovens
2. Small appliances
3. Laundry
4. Dishwasher
5. Electrolux
6. Performance
7. Statement
8. Novelty
5
1 2 3
4
6
7
8
1 2
3
180 - 181
4. Reception desk
5. Lounge area
6. Entrance
4
5
6
182 - 183
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 oor 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 dened 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: 75m
EXHIBITION STAND
EXPO REAL
184 - 185
1. Exhibition stands in bright colours
2. Negotiation area
3. Eye-catching colourful decorations
standing out from the white background
1. Info terminal
2. Counter with bar stools
3. Table
4. Prospect stand
5. Lounge
5
1
2
3
4
1 2
3
186 - 187
FutureCare is located at CeBITs TelehealthArea and spreads over 350 square metres. Its 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-insufciency 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 doesnt focus one single rm
but brings into focus the entire message get connected in healthcare. Firms show their products and what they
can do for patients. Single rms 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 oors
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 moleculestructure and shows in clusters the different areas. It is inspired by
molecules, because IT itself, already today, is working with minimised structures to full its demands. So these
molecular structures are blown up and now integrate IT. Because of this, a exible 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, doctors white clothes, nostalgic brown pharmacy bottles associate doctors practice,
hospital, pharmacy, etc. Projecting standing lights, acrylicvase and plain white old-fashioned fauteuils symbolise at
home. A deer antler became mascot, used in a pink ocked nish at FutureCare 2009 this year that was what
else plain white.
Project name: FutureCare
Location: Hannover, Germany
Designer: 100% interior
Photographer: Karin Hessmann
Area: 350m
FUTURECARE
188 - 189
1. White colour stressing the theme of
exhibition
2. Exhibition area equipped with
technological elements
3. Soft grey lines symbolising diffuse
data get connected
1. Home
2. Surgery
3. Pharmacy
4. Rescue helicopter
5. Hospital
5
4
1
2
3
1 2
3
190 - 191
4. The layout orientating on a molecule-
structure
5. Helicopter symbolising combination
of technology and healthcare
6. Exhibition area with a futuristic style
4
5
6
192 - 193
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 ip ops 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: 272m
KUONI
BOOTH
194 - 195
1. A jungle background echoing the
concept of tourism
2. Tourist car enriching the leisure
aspect of the design
3. 1800 Flip Flops
1. Main stand
2. Sofa and jungle
3. Table and chair
4. Curtain made of flip flops
5. Sport utility vehicle
1
2
3
4
5
1 2
3
196 - 197
Magis Stand at the Furniture Milan Fair is a tted 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 oor 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 oor.
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 nd 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: 400m
MAGIS STAND,
MILANO FURNITURE FAIR
198 - 199
1. Exhibition area for childrens products
2. Room decorated with its own
colourful covering to give context to the
displayed objects
3. Distinctive chandeliers
1. Entrance
2. Reception
3. Bar
4. Meeting room
1 1
2
3
4
1
1
1 2
3
200 - 201
A radically new denition 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 owing
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 oating above the presentation stage. Its
design suggests great airiness with a wave-like swinging soft.
This image of the sky linking the two areas of Mercedes and Maybach presentation creates vastness and
generositya 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-
specic design principles through the oor 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 ofce 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 accessedas 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: 1,546m
TRADE FAIR BOOTH MERCEDES
BENZ & MAYBACH, AMI
202 - 203
1. Cars on show
2. Lounge area
3. Ceiling resembling cars outlines
4. Silver-colour car in the red background
1. Entrance
2. Private lounge
3. Reception room
4. Meeting room
5. Storage
6. Private changing room
7. Exhibiton hall
1
2
3 4 5
6
7
1 2
3
4. Cars on show
5. Lounge area
6. Ceiling resembling cars outlines
7. Silver-colour car in the red
background
204 - 205
4 6
7 5
206 - 207
The Munich specialists for corporate architecture, Schmidhuber + Partner, continue the Audi "Vorsprung" concept
and develop an endless owing space that dissolves the partition between the classic disciplines of oor/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: 2,540m
208 - 209
1. General view of the whole space
2. The display space in the red light
3. Corner view
1.The open entrance
2.Highlight stage
3.The streamlined shape
structure
2
3
1
210 - 211
4. The streamlined design of the
exhibition hall
5. The exhibition hall is exquisitely
designed
6. The highlight ring stage
4
6
5
212 - 213
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 oweriness 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 owers and crispy silver
stars.
Project name: Bisazza Soap Stars
Designer: Marcel Wanders
Photographer: Ottavio Tomasini
BISAZZA SOAP
STARS
214 - 215
1. Exhibition area in lively style
2. Independent exhibition area
3. Floral patterns on the wall
3
2
1
6
4
5
7
1. Central platform
2. Shower platform
3. Green platform
4. Front platform
5. Sauna platform
6. Blue platform with big-heart pattern
7. Storage for folders
2 1
3
216 - 217
4. Green oor adding freshness to the
whole space
5. Main exhibition area with steps
6. Playful bathroom 6
4
5
218 - 219
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 benets of its material (Plaka Comex ).The whole pavilion was
built only in seven days, with ve hundred and fty plaster boards and forty ve workers. Time constituted a special
challenge as well; there was only ve 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 its composed by gures 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 lter 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: 108m
ORIGAMI
PAVILLION
1. Design based on the art of the
origami
2. Bright interior
3. White exhibition area
1
1. Main pavilion
2. Plaster board wall
3. Table
2
3
220 - 221
1 2
3
222 - 223
Under the motto "Living in High Denition" 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 Brckner, 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 16:9the format of contemporary high-denition at 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 grautne, and finally is the formative basic element of the media
scenery.
Uniformly the oor, presentation walls and the grid that connects the different product exhibit areas are coloured in
Panasonics 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 screenabout 145
metres long and 5 metres highsurrounds the whole public area. The projection is mainly abstract and provides
different moods in rhythmical order.
In the centre of the public areaopposite to the stageis the heart of the media scenography: The ten-metre-
wide and ve-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-denition 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: 3,100m
PANASONIC
STAND
224 - 225
1. Colourful background
2. Deep blue as the key tone
3. Screens playing different information
1. Info
2. Stage
3. Mass display
4. Blu-ray theatre
5. Shooting
1 2
3
4
5
1 2
3
226 - 227
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 oat over the product presentation and discreetly shape the halls 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 IFAs 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 rst 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 stands 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: Dart Design Group
Photographer: Joerg Hempel Photodesign
Area: 4,500m
PANASONIC |
IFA
228 - 229
1. Curving ceiling
2. Circular-arranged screens highlighting
the theme of 3D world
3. Spacious plaza
1. Restaurant & Meeting area
2. Professional area
3. Eco corner
4. 3D shooting
5. 3D theatre
6. Home AV
7. 3D mass display
8. Stage
1
2 3
4
5
6
7
8
1 2
3
230 - 231
4. Versatile decorative elements
5. Compactly staggered screens adding
a dynamic feeling
6. Elegant and soft colour
4
5
6
232 - 233
This year, the fair Heimtextil offered a more nely 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 ttings, 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, lled with polished
mosaic tiles by Bisazza and glittering crystals by Swarovski.
Project name: Showcase "Crystal Waves"
Location: Frankfurt , Germany
Photographer: JOI-Design GmbH
Area: 250m
Showcase
"Crystal Waves"
1. A stream running through the
showcase area
2. Bathroom in elegant and noble style
1. Table and stool
2. Crystal wave
3. Tub
4. Wash basin
5. Bath
1
2
3
4
5
234 - 235
1
2
236 - 237
In 2008, there were two showcases designed by JOI-Design visualising the wide range of applications for textiles. The
fair Heimtextil offered a more nely 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: 500m
SHOWCASE
"OUTSIDE IN"
238 - 239
1. Aerial view
2. Lounge area with green as the key tone
3. Corner view of the exhibition area
1. Living
2. Sleeping
3. Table and bank
4. Stairs
5. Dining
6. Bar 1 2
3
4
5
6
1 2
3
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-
ofces and information booth. The back area which contains the ofces 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: 175m
SIXT
STAND
242 - 243
1. The corporate colours orange and
black dominating the appearance of the
displays
2. Background wall stressing the theme
of tourism
3. Internationality revealed by a world
map
1. Info counter
2. Seating area
3. Car
1
2
3
1 2
3
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 oors. 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 worlds 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. Comexs people are passionate about paint and committed to providing the
companys 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: 750m
STAND COMEX
246 - 247
1. Exhibition area designed in a
distinctive shape
2. Openings on the wall
3. Products on show
1. Stage
2. Rest area
3. Display
4. Stairs
5. Bed
6. Seating area
1 2
3
4
6
5
3
1 2
248 - 249
4. Exhibition area of furniture
5. Rosewood oor adding a elegant
sense
6. Space with strong 3D effect
4
5
6
250 - 251
Concept for Swarovski tradestand for the Light and Building trade in Frankfurt in conjunction with Andr 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 reexes 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 specic 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: 77m
SWAROVSKI
252 - 253
1. The entire atmosphere being elegant and noble
2. Special light bringing a mysterious feeling
3. Lounge area immersed in soft light
1. Spa/wellness
2. Restaurant
3. Lounge
4. 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 conguration representing the youth groups of social
network platform in the internet.
Chat rooms, re 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 lter 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: Dsseldorf, Germany
Designer: Hackenbroich Architekten
Photographer: Hackenbroich Architekten
Area: 50m
TRADE FAIR STAND FOR
UBOOT.COM
256 - 257
1. The single volume being permeable
2. Suspended white ribbons
3. Softness and dynamic sense coexisting
1. Welcome desk
2. Business communication
3. Service area
4. LCD
3
2
4
1 1
1 2
3
258 - 259
Project name: Royal Ceramica / Cersaie
Location: Bologna, Italy
Designer: Paolo Cesaretti
Photographer: Stefano Stagni
Area: 200m
ROYAL CERAMICA
/ CERSAIE
Royal Ceramica is a new brand emerging in the worldwide ceramic market. Its strongest point is the exibility in
terms of production and product differentiation joined to a brilliant selection of decorations made to t 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 designers aim for this debut was to design a remarkable stand afrming the brands identity. The stand should
be visible, make clear the exibility 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 companys 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 stands
general mood.
1. General view
2. Tiles exhibited in the white frames
1. Display
2. Seating area
3. Living room display
4. Washroom display
1
2
3
4
260 - 261
1
2
3. Exhibition works
4. Corner view
5. Exhibition works highlighted by soft
light
262 - 263
3
4
5
264 - 265
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 tted nicely into the over-dimensioned shelves giving a distortion of the
proportions. Towards the front of the stand ve 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: 27m
ANDTRADITION TRADE
FAIR STAND
1. Exhibition works on the bookshelves of different sizes
2. Pure white boasting lightness and brightness
1. Display
2. Shelf
1
2
266 - 267
1
2
268 - 269
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 Berlinalso designed by Dan Pearlman entirely for the companys 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: 1,100m
GRUNDIG INTERMEDIA
GMBH | IFA
270 - 271
1. The main stand with blue and white colour
2. Commodious ofcer meeting area
3. Display of the screens
1. Snack bar
2. Officer meeting area
3. Service bar
4. VIP room
5. Press room
6. Technical service room
7. Information counter
1 2
3
4 5
6
7
1 2
3
Index
100% Interior
FutureCare 186
Anamorphosis Architects
Ideal Standard 58
Atelier Brueckner GmbH
Panasonic Stand 222
Cadaval & Sola-Morales
Susana Solano Exhibition 8

CESARETTI/DE LA FELD/DI LORENZO
Made in Italy Files 74
Concrete Architectural Associates
Exhibition Rembrandt, ein Jugendtraum
The Kremer collection 128
Mercedes Benz Museum Exhibition 88

Dan Brunn Architecture
CaesarStone Flagship Showroom 38

dan pearlman Markenarchitektur
GmbH
Grundig Intermedia GmbH |IFA 268
Dart Design Group
Electrolux | IFA 176
Panasonic | IFA 226

DREIMETA, Armin Fischer
Kuoni Booth 192

Geyer Pty Ltd
FUJI XEROX EPICENTRES 52
Stylecraft Showroom 118

GOLDEN PLANET Design
Showroom Polycarbonates 16
Graft Gesellschaft von Architekten
mbH
Moonraker 98
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 138
Ippolito Fleitz Group & Emmy B.
Wirtschaftsfoerderung Region
Stuttgart-Fair stand Expo Real 156
INNOVA::DESIGNERS
Atipic House 162
www.innovadesigners.com
Jangled Nerves GMBH
The Miracle of Bregenz 124
JORGE HERNANDEZ DE LA GARZA
Origami Pavillion 218
STAND COMEX 244
JOI-Design GmbH
Organic Trace Guestroom Concept 104
Showcase "Crystal Waves" 232
Showcase "Outside In" 236
J. MAYER H. Architects
LevelGreen-The Concept Of
Sustainability 68
Jutta Friedrichs & Ben Houge
Breaking New Ground 26

Karim Rashid Inc
Komb House at Le Marche Exhibition
148

KSV
Auto Shanghai BMW, MINI and Rolls-
Royce 166
Lauren Rottet, Kelie Mayfeld,
Christopher Evans
Bernhardt Design Showroom 20
Marcel Wanders
Bisazza Soap Stars 212

MET Studio
Conficts of Interest 44
Manchester United Experience 80
Nendo
International KOGEI Triennale 62
Norm. Architects
Andtradition Trade Fair Stand 264

Plajer & Franz Studio
Exhibition Stand Expo Real 182
Sixt Stand 240

Paolo Cesaretti
Royal Ceramica / Cersaie 258
Payadis Creative Architects
Mahonia Showroom 108

Reich + Petch Design International
Butterfies + Plants: Partners in Evolution
32

Richard Hywel Evans Architecture &
Design Ltd.
Modular Lighting Showroom 92

Schmidhuber + Partner
Audi Autosalon Paris 206
Stefano Giovannoni, Elisa Gargan
MAGIS Stand, Milano Furniture Fair
196
VC A | VANNINI+CESARETTI
COOP ECR 172

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