The trade fair stand is spatially divided into an exhibition area, which includes product presentation and corporate communications, and a VIP area on two floors, which combines a lecture and movie theatre, conference rooms, and VIP lounges. Downstairs, freestanding tables provide opportunities for one-on-one talks with customers, and room-in-room concepts provide the stage for thematic company presentations. An LED media ceiling continues brand communication above the whole exhibition area. On the upper level, a fully glazed VIP maisonette combines conference spaces and lounge areas. Despite the complexity of its functional spaces, the stand provides a clear spatial experience and is marked by definite transitions between its different areas.
Trade fair stand Wolters Kluwer at CeBIT 2010
In the context of CeBIT 2010, Triad designed a trade fair stand for the Wolters Kluwer publishing group. The stand combines moving installations and media screenings in a novel way. Its communication strategy focuses on presenting the group’s new subsidiaries, ADDISON, AnNoText, and tse:nit CS Plus, which broaden Wolters Kluwer’s portfolio in the software and service sectors.
Concept
Kinetic media installation
Triad developed a new kinetic concept for modular cubes that has never before been used for a trade fair stand. Suspended from the ceiling, cubes with LED media screens draw visitors’ attention. In a continuous kinematic motion of opening and closing, the screens are moving above the visitors’ heads, dynamically communicating the brand. Triad created a trade fair stand that particularly stood out for its intelligent use of vertical structures to communicate the Wolters Kluwer brand in space.
Project map
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