Exhibition stand transformed into an impressive experience centre
Client
Knauf
Project
Exhibition stand Byggeri, Fredericia
Size
252 m²
How do you transform a construction exhibition stand into an experience centre where visitors can explore the product portfolio in an engaging way? That was the question when the first lines were drawn for the design of the Knauf stand at Byggerimessen.
The result was a stand where visitors were naturally and intuitively guided through the life cycle of Knauf materials. The journey describes the creation, usability and eventual recycling of the materials, inviting visitors to feel the diversity of tactile surfaces. The flow is supported by the round shape of the stand, which, with its organic expression, contributed to a light sense of movement for the visitors.
"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
A contrasting expression that catches the eye
The eye-catching stand didn’t just contrast with the surrounding stands at the exhibition. The design also challenged the classic look of craftsmanship and included fabric as cladding on the 4.5-metre-high walls. The fabric-clad construction meets the company’s own acoustic panels in the round ceiling, where well-placed holes illustrate the panels in authentic use. In combination with custom-made elements in Knauf’s raw materials, a contrasting balance was created that put the materials in focus.
With the use of brand colours and taglines throughout, the stand clearly carries Knauf’s identity. On the closed side of the stand, an oversized logo in Knauf materials piques visitors’ curiosity and invites them to take part in the experience.
