right lights, blaring music, a slew of signage, and in-your-face gimmicks are familiar practices to help
turn trade show attendees' heads. But at the Light+Building 2012 show in Frankfurt, Swiss lighting manufacturer Alteme Licht AG took the exact opposite approach, making a big statement via a minimalist booth that wowed Exhibit Design Awards judges with its simple artistry.
"The design creates a much larger presence than one would think possible for this space," said one judge of the 13-by-52-foot display. That illusion was thanks to booth designer Patrick Voigt from 22quadrat. With a goal of employing "as little design as possible," Voigt kept the narrow exhibit clutter free. Instead, he devised an experiential display that focused on the aesthetic value of the shadows and atmosphere Alteme Licht's lighting products create. "We wanted to create an oasis of peace," Voigt said. "Our concept, 'the poetry of shadows,' invited guests to pause, take a deep look, and experience the uncountable nuances and qualities of light."
Situated at the far end of a long hallway inside the venue, the exhibit's entrance was the only nonblack, lighted portion of the exterior, which was constructed from slatted beams of anodized aluminum, a staple component of the company's lighting products.
Inside, paneled wall lights created a soft glow on a lone table and chairs, while other nearly bare interior areas showcased the subtle but artistic impacts of Alteme Licht's spotlights and ceiling fixtures. Near each installation, fabricators etched text describing the product into the black, hammer-toned finish of the interior walls.
By creating an experience free of clutter, Alteme Licht created not just an exhibit, but a work of art that, without a shadow of a doubt, cast a lasting impression. E