Constellium, a manufacturer of aluminum products used in aircraft, automobiles, packaging, and more, was determined to feature nearly 50 products in its 40-by-60-foot island at Aluminium 2018 in Düsseldorf, Germany. That volume of wares in such a tight space would by itself require decluttering guidance from the likes of Marie Kondo. However, marketers also wanted to include conference rooms, a kitchen, an office, and a storage area all while avoiding a second floor due to budget restrictions and venue regulations. Working with Munich-based exhibit house Meplan GmbH, Constellium designed an inviting, airy cityscape that depicted myriad ways aluminum is used in everyday life.
For an evening cocktail party, Constellium transformed its booth into the streets of Paris by dimming the lights of its cityscape and accenting the foliage with a soft glow. A live band, street performers, and a crepe cart provided visitors with entertainment and refreshment.
To maximize every inch of real estate, Constellium opted for three asymmetrical pentagon enclosures along the sides and rear of the exhibit to house conference and office spaces, the kitchen, and the storage area. The unorthodox shapes created ample surface areas for city-inspired graphics and creative product displays. For example, one facade featured a graphic of a beverage cart. Shelving that appeared to jut out from the cart offered various beverages in the company's aluminum cans. On another surface, an aluminum car door that could be opened and closed was affixed to a life-size automobile graphic. "The concept is perfect because it shows all our products in different applications around the city," said Paul Warton, president of Constellium's automotive structures and industry business unit.
Incorporating the product displays into the walls opened the floor for broad boulevards with trees and signposts that furthered the metropolitan theme. Exhibit Design Awards judges were enthralled with the creative design. "So many designers would have failed and crafted an ugly display with no visual interest," one judge said. Constellium, on the other hand, made it look like a walk in the park. E