WHAT'S HAPPENING NOW:
SUBSCRIBE TO MAGAZINE
Topics Magazine Find It EXHIBITORLIVE eTrak FastTrak CTSM Certification Awards News Advertise
Topics
Exhibits
& Experiences
Exhibit
Design
Exhibit
Design Awards
Green
Exhibiting
Rental
Exhibits
Exhibit
Graphics
RFPs & Booth
Management
Small
Booths
Fabric, Flooring
& More
Technology
Case
Studies


design awards



edge awards
Category: International Designer
Exhibitor: Brunner GmbH
Design: Ippolito Fleitz Group GmbH, Stuttgart, Germany,
49-711-99-33-92-330,
www.ifgroup.org
Fabrication: Hospes Team GmbH, Leinfelden-Echterdingen, Germany, 49-711-78-24-29-0, www.hospesteam.de
Show: Salone Internazionale del Mobile, 2011
Budget: $109,610
Size: 23-by-33 feet
Cost/Square Foot: $144

hen fortune calls," a Yiddish proverb goes, "offer her a chair." When fortune called Brunner GmbH
in the guise of the 2011 Salone Internazionale del Mobile, the Rheinau-Freistett, Germany-based chair manufacturer offered her 74 of them.

Teaming up with designers at Ippolito Fleitz Group GmbH, the company wanted to leave a lasting impression with the architects and designers who attended the Milan furniture fair. So Brunner arranged its furniture in the 23-by-33-foot booth to resemble a show of avant-garde art more than a display of pedestrian goods, an effect that mesmerized Exhibit Design Awards judges. "This demonstrates the power of a single, well-executed idea," said one judge in honoring Brunner with the EDGE Award for Exhibit Design and Graphics Excellence.

Inside the booth, designers suspended 60 of Brunner's plastic-mesh Twin chairs in varying colors from an overhead truss by thin steel cables. To attendees' eyes, the arrangement of the chairs was more magical than mechanical, as if the exhibit's designers had switched off the earth's gravitational pull, sending the feather-light furniture flying into orbit.

Despite its modest 759-square-foot space, the exhibit felt remarkably roomy inside. The spacious illusion was created by 27,000 reflective polystyrene shingles that covered the curved interior walls. Overlaying the booth's 16-foot-high walls as well as its ceiling, the veneer of shingles stretched and distorted the space
with the woozy vertigo of a paradoxically sophisticated circus fun house.

Suffice it to say, by placing a mundane product in an unorthodox setting, Brunner found a way to keep
curious attendees on the edge of their seats. e


Photos: Brunner GmbH /Thomas Libis/Ippolito Fleitz Group GmbH

High Chairs
A floating cloud of chairs allowed visitors to see Brunner GmbH's products from a variety of angles. Suspended from a truss with 40 spotlights highlighting them, the chairs seemed as if they were part of an enchanted exhibit. Nearly 30,000 mirror-like polystyrene shingles covering the walls and ceiling made the 759-square-foot booth seem bigger from the inside than out.


Charles Pappas
, senior writer; cpappas@exhibitormagazine.com

you might also like
 
Join the EXHIBITOR Community Search the Site
TOPICS
Measurement & Budgeting
Planning & Execution
Marketing & Promotion
Events & Venues
Personal & Career
Exhibits & Experiences
International Exhibiting
Resources for Rookies
Research & Resources
MAGAZINE
Subscribe Today!
Renew Subscription
Update Address
Newsletters
Advertise
FIND IT
Exhibit & Display Producers
Products & Services
Supplier to Supplier
All Companies
Compare
Jobs
Get Listed
EXHIBITORLIVE
Sessions
Certification
Exhibit Hall
Exhibit at the Show
Registration
ETRAK
Sessions
Certification
F.A.Q.
Registration
FASTTRAK
Locations
Certification
Registration
CERTIFICATION
The Program
Steps to Certification
Faculty and Staff
Enroll in CTSM
Submit Quiz Answers
My CTSM
AWARDS
Sizzle Awards
All-Star Awards
Exhibit Design Awards
Portable/Modular Awards
Corporate Event Awards
NEWS
Associations/Press
Awards
Company News
International
New Products
People
Shows & Events
Venues & Destinations
EXHIBITOR News
© Exhibitor Media Group | The Leader in Trade Show and Corporate Event Marketing Education 310 South Broadway, Suite 101, Rochester, MN 55904 | (507) 289-6556 | Need Help? Ask Scott