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Window Shopping
Hundreds of white, wooden slats replaced solid walls in Velux Deutschland GmbH's 66-by-66-foot exhibit, where the company's windows, blinds, and skylights took center stage. Through strategically positioned spotlights, bright white architecture, and an atrium-inspired design, the booth exemplified the company's tagline, "bringing light to life."
photos: Velux Deutschland GmbH
The Blind Side
BRONZE AWARD
Category: International Designer
Exhibitor: Velux Deutschland GmbH
Design/Fabrication: Atelier Seitz GmbH, Niederneuching, Germany, 49-8123-9305-0, www.atelierseitz.de
Show: Roof+Timber International, 2012
Budget: $293,230
Size: 66-by-66 feet
Cost/Square Foot: $67
he phrase "window shopping" took on a whole new meaning in Velux Deutschland GmbH's exhibit at the Roof+Timber International show. The company, which makes skylights, windows, and blinds, wanted to use its booth to introduce the tagline "bringing light to life." To do so, Velux turned to Michael Kapper, CEO of Atelier Seitz GmbH. "The corporate values of Velux – comfort, quality of life, and light and air – immediately conjured the image of a classic atrium," Kapper said.

The exhibit comprised two 26-foot-tall walls made from hundreds of white slats, which allowed Velux to provide passersby a glimpse inside the atrium-inspired exhibit. For the full experience, visitors walked through one of four 12-foot-tall openings. Each entry featured four of the company's skylights that let in faux "sunlight" from strategically positioned spotlights overhead.

The openings also doubled as product displays and housed backlit fabric banners containing key messages and photos. Here, attendees got hands-on with the skylights, as each of them could be opened and closed to let in varying amounts of light – a component that judges appreciated. "This offers a beautiful display that also allows people to interact with the products and examine how they work," said one judge.

In addition to the simulated sunlight that poured through the skylights, the exhibit featured another natural element – a roughly 24-foot-tall oak tree that sprouted up from the middle of the space. Reinforcing the "bringing light to life" tagline while subtly conveying the energy efficiency of Velux's new line of roof windows, the oak tree grounded the otherwise ethereal space.

Indeed, the bright white palette, ingenious product displays, and modern design touches brought light to life, and infused the exhibit with a breath of fresh air. E






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