Brand Architecture | Schueco
D’art Design Gruppe creates the fair concept for Fensterbau / Frontale 2014 for Schueco.
The fair takes place from 26 to 29 March in Nuremberg. For the second time in a row, the creatives from Neuss conceive the fair concept for Schueco’s business area Plastics. This year it is a dynamic exhibition architecture that puts the high-quality plastic window system “Schueco Alu Inside” into the spotlight on an exhibition area of 500 sqm.
The fair concept opens up to visitors with an inviting architectonic gesture: a wide-open entrance area allows deep insights into the stand and invites visitors to step into Schueco’s product world. With large windows and entrances, the stand architecture also opens up on other outer faces and thus achieves transparency. At the same time, the architecture is given a dynamic appearance that continues in its interior: Here, communication, central arrangement and product exhibits present themselves in a triad. The design’s and concept’s emphasis is the arrangement of the plastic window “Schueco Alu Inside” that is spatially made tangible in the stand’s central axis. The entrance area leads visitors directly into this “Experience Walk”: Here, in an exhibition, oversize profile cross sections arrange the premium product dramaturgically. Thus, it can inspire expert visitors with its innovative interior. Six profile cross sections in total are presented in detail macroscopically on exhibition platforms: rhythmised in its alignment, the display finds its culmination in the exhibition’s core. At the same time, all product advantages are once again typographically restated. Touch points on the walls add to the analogue presentation on an interactive level.
The “Experience Walk“ is flanked by a presentation of more product segments like the surface technology Schueco AutomotiveFinish, the window-integrated ventilation system Schueco VentoTherm or the lift-and-slide door for low energy construction, Schueco ThermoSlide.
A spacious communication area with a catering area is located to the left of the brand walk and achieves a pleasant atmosphere for dialogue arranged in the CD colours white and green. A half-transparent screen with real moos both protects the interior from the outside and achieves a spacious openness and warmth for the area.
