Transforming Materials Into an Engaging Experience Centre for Visitors
For Byggerimessen, the ambition was to create more than a traditional stand lined with boards and technical data. The goal was an experience centre where visitors could explore materials through movement and touch. The result is a dynamic stand that turns the lifecycle of Knauf products into an intuitive and narrative journey.
Client
Knauf
Project
Exhibition stand Byggeri, Fredericia
Size
252 m²
A Journey Through the Lifecycle of Materials in Practice
The concept began with a simple question: how do you make building materials memorable and tangible within minutes. The answer was a circular narrative guiding visitors through creation, use and recycling. The stand’s round geometry encouraged natural movement, supported by tactile surfaces, cut throughs and integrated explanations along the path. Instead of static boards, materials were displayed in contexts resembling real situations, making performance instantly understandable.
A Bold and Contrasting Expression Within the Exhibition
Visually, the stand stood apart from its surroundings. Soft fabric cladding on the four and a half metre walls created an unexpected surface in an environment dominated by rigid materials. This textile envelope contrasted deliberately with the solidity of Knauf’s product universe. In the circular ceiling, acoustic panels were integrated with a perforation pattern that demonstrated their effect in practice, allowing visitors to sense the acoustic difference immediately.
"The exhibition stand received exactly the attention we were hoping for – and more. It showcased our brand clearly, excited both customers and colleagues, and helped build strong relationships with existing as well as new customers. Ambiente not only understood our vision, but elevated it with creative touches and a confident hand on both aesthetics and function. The collaboration felt secure and efficient throughout. We experienced an attentive team that took responsibility, solved challenges, and maintained a positive attitude even as the pace increased."
Anne-Mette Madsen, Head of Marketing at Knauf A/S
Brand Identity and Sales Impact
Knauf’s identity was woven subtly into the stand without overpowering its clarity. Colour tones, graphics and messaging were used with restraint to support orientation and storytelling. On the closed side of the stand, an oversized logo built from Knauf materials became a tactile focal point, attracting attention and providing a strong visual anchor in the fair hall. Clear circulation, strong material presence and hands on interaction combined to create a highly effective sales tool. Visitors gained a concrete understanding of how materials behave in three dimensions, strengthening conversations long after the fair. The stand demonstrates how technical products can be brought to life through thoughtful exhibition design and communication.
Technical Precision Behind a Seamless Build
Behind the calm expression lay extensive technical development.
Bespoke elements, panel constructions and integrated features required precise planning, careful sequencing and accurate material handling. The stand was assembled under tight deadlines without compromising alignment, finish or technical precision, enabled by Ambiente’s production expertise and meticulous onsite execution. The final build balances robustness with detailing, showing how a material driven approach can elevate both brand identity and functional performance.
