Trade fair booths are communication spaces. It is our task in this case, to create a place that makes various forms of conversation possible: from casual chats to private conversations, from the presentation of the product portfolio through to the signing of a contract. It is necessary to spatially structure these varying requirements of closeness and reliability. The booth realises this in a differentiated space. The photos show our stand at the International Trade Fair for Plastics and Rubber, ‘K’, in Dusseldorf.
K is the world’s most important plastics trade fair and is held every three years. The booth was particularly important for the company in 2013, because the design agency Mutabor had previously developed a new lead-design for Clariant. Its rollout was completed with the appearance at this trade fair. The booth is very large – two floors with 416 square metres. In such a complex work, as architects we are an intermediary between the client and the lead agency; moreover, we control the contractors. Seeming to float above the booth is an 8-ton luminous ceiling. The booth itself is divided into six different communication spaces. On the edges of the booth, we positioned steles displaying different products, where staff members could explain the portfolio to customers. The meeting islands in the middle offer an alternative space for roundtable discussions or for a relaxed conversation in the upper-level alcoves. The ‘Brand Wall’ at the end of the booth serves as a spatial reference point and conclusion.The Brand Corner and Lounge in the upper level, as well as the subjacent closed meeting rooms, serve as retreats and meeting rooms in the more intimate setting. In the end, the burning question arose: does the booth work? Our visit to the current exhibition showed that our concept paid off. The booth was not only well attended, but also each of the individual spatial offers was used intensively.
|Location||K – Kunststoffmesse Düsseldorf|
|Partner||Fuenfwerken Design AG|
|Service||Design, detailed design, project management of all project partners|