What's black and white and light all over? It's this stunning exhibit for Oligo Lichttechnik GmbH, a manufacturer of light fixtures and lighting systems. Comprising a black exterior paired with a white inner space bathed in light, the design was the perfect marriage of light and dark — and the ultimate canvas upon which to display Oligo's products.
This neutral-hued canvas, however, was born of a rather emotional directive, i.e., to embody Oligo's corporate philosophy, "feel the light." Readily accepting the challenge, the design team at Bachmann Kern & Partner crafted a 43-by-62-foot stand that judges called "an exquisite architectural gallery that seemed to bring light to life."
Twelve-foot-tall wooden walls, most of which were joined into "L" shapes and topped with wooden ceiling panels, did double duty as identity towers and cozy product alcoves. Designers treated their exterior sides to a matte-black finish, cut the word "Oligo" into one wall on each side of the booth, and added backlighting to create couldn't-miss branding beacons.
Designers then positioned the walls so they formed five inviting product alcoves within the space. Painted white and accented with fanciful images and splashes of color, each area featured a different product grouping. "We kept the product and the light center stage throughout the booth," said designer Dirk Bachmann-Kern. "But we added colorful touches such as hummingbird images and paint-splatter graphics to deliver a delightful treat for the eye." The team also devised an oblong reception desk and a triangular storage space, which ran along one side of the footprint, plus a work table that sat dead center in the exhibit.
Kplus reaped big rewards from its risky, interactive stand strategy. Using only 200 square feet (and spending less than $32 per square foot), the company intrigued attendees, appealed to their senses, communicated a corporate motto, and collected promising leads. Curiosity may have killed the cat, but at EuroShop 2014, it also attracted the attendees.
Pairing a neutral palette with pops of color, and soaring architecture with whimsical interior details, the resulting exhibit allowed attendees to feel — and see — the light. E
Soaring exterior walls formed branding beacons that drew guests into the space where minimal architecture and graphics allowed the lighting products from Oligo Lichttechnik GmbH to shine. With product lines separated into various alcoves within the space, all offerings were visible from almost any perspective, yet each line had its own distinct environment to help distinguish it from the rest. A sparing use of color and imagery kept the exhibit cohesive despite a plethora of product displays.