A DYNAMIC-ORGANIC BRAND SPACE
Most exhibitors don’t take any risks at trade shows, and they don’t dare to experiment with technology or booth construction. Malte Hildebrandt, Marketing Director at ProSiebenSat.1 Media AG, is different.
“NEXT TIME, CAN’T YOU INTEGRATE EVEN BIGGER LED SCEENS INTO OUR BOOTH AT DMEXCO?”
With the booth open on three sides, the options for this were quickly exhausted.
“WHAT IF WE HUNG A LED CEILING OVER THE ENTIRE BOOTH?”
A daring idea with 300sqm of booth space, but it fascinated us. With the “Curved LED” we found a material to build LED curtains in almost unlimited size. No one before us had tried to install these flexible LED strips overhead at a trade show booth.
COMPLEXITY AT IT’S FINEST.
The conception and planning effort for the exhibition booth was gigantic. We pushed the limits of what was technically and statically feasible for this project.
In the end, special permits were required for almost all areas of stand construction: Fire protection, construction times, materials. In order to allow the almost 5-ton, multi-curved ceiling construction to hover above the booth area, additional suspension points had to be mounted on the hall ceiling.
60 trade fair constructors worked around the clock for 5 days, in two shifts.
Nevertheless, after 4500 man-hours, there were just 120 minutes between completion of the stand and the start of the trade fair. But not only the technical and constructional challenges were impressive for this booth.
The organic-looking and video-playable ceiling landscape immersed the stand in changing atmospheres. Editing the content for the oversized ceiling also presented a company like ProSieben with completely new challenges.
With exciting and daring free forms, a dynamic, organic brand space was created for SevenOne Media. The wall construction of the stand also followed the upward movement of the ceiling, which reminded many visitors of a UFO on approach.
“WE’RE BUDGETING FOR THE FINE!”
An exciting, almost whimsical contrast to the futuristic design of the booth was provided by the legendary SevenOne Media booth party, with over 1,000 visitors and a live band in traditional Oktoberfest costume under a bright Bavarian diamond pattern.
And we also saved the 2000,- Euro penalty for the unauthorized live band performance, which was included in the budget.
PRETTY CRAZY ALL THE WAY
In the end, the courage and effort behind the project were rewarded with two design awards.
Fotos: Thomas Stefan, Architekturpartner: Benz & Ziegler