adam 2010
On 5th November 2010 in Mannheim, the FAMAB was presenting its awards for outstanding brand and trade fair presentations. In the category M up to 150 m², Rappenglitz received with its stand for the schmuckwerk company one of the awards.
Brief description:
With the motto “everything remains different”, Rappenglitz developed a completely new and eye-catching stand concept for the Inhorgenta 2010.
schmuckwerk is one of Germany’s largest and most innovative design jewellery manufacturers. After succeeded in obtaining the much sought-after attractive position alongside the major attraction of the “Platingilde”, it was planned to also underline this with a new, innovative stands concept.
The motto “Everything remains different” is based on this change and should be impressively interpreted by the architecture.
schmuckwerk operates with a selective sales concept. Therefore, 95% of the visitors to the fair are not relevant as customers. But how does you filter out the 5%?
The stand should have a very closed and elitist look, arouse curiosity and desire. The closed appearance of the stand should be purposely used as an inhibition threshold.
The core idea of the concept is the log-cabin as a sculptural production. It stands for continuity and traditional craftsmanship “Made in Germany”. This block construction symbolizes the “Everything remains” in the motto. The link to different is created by the breaking up of the right angles through the shifting of the blocks. The stand is also positioned at an angle to the area on which it is based. The material nature of the blocks further obscures the reference to the log-cabin. By breaking away from the right angle with the placement of the stand visitors’ attention is grabbed.
The trade fair presentation is grasped as an opportunity to adapt the complete corporate communication, including the Internet presentation to the new stand design.
