- Space of contrast
- Grundig | D'art Design Gruppe | IFA 2012 | Berlin, Germany |
The fifth fair design of the D’art Design Gruppe for Grundig at the IFA 2012 visualizes the successful path of Grundig. The dynamic fair design stands for mobility and growth of the brand Grundig. In terms of the concept title “On the Way” three paths, which cross each other, structure the whole consumer area. The corridors’ dynamic arrangement structures the diversity of all Grundig product lines. The fair design illustrates the diversity with a surprisingly spatial and graphic richness in colours and.
Grundig offers over 90 product novelties in all areas of entertainment electronics and small electronic devices. In the TV area, Grundig is the brand with the greatest growth with an increase by 142 percent: Thus, the focal topic TV is communicated via the three main corridors, which cross each other. From here exciting views through the brand appearance arrangement rich in contrasts open up. In the brand space’s core the Grundig-blue catwalk is the central corridor. It is framed by TV screens, on which the catwalk topic is shown. The actual collection of Kilian Kerner is presented on all fair days with overall 40 shows. This is how Grundig celebrates the combination of the two lifestyle elements beauty and fashion as well as the long-term partnership with the fashion designer. The central corridor as the hub of the fair stand leads directly into the different topic areas. These are divided by space-creating graphics and varying colours. Huge iconic signs distinguish the product areas content-wise. In all areas the Grundig product lines are arranged via material and optics. For example the mainly blue audio space is encased with sound absorbing foam material.
In 2012, Grundig also grants 2/3 of the whole brand space to the dealers’ area. Here the stringent bright and friendly space arrangement creates much space for intensive talks between Grundig employees and their trade partners, copying design-wise the topic of the previous year.
Tobias Wille Photographie