Neufinsing, 5 March – At EuroShop 2020 in Düsseldorf, atelier damböck presented itself with a high-contrast design, combining the analogue and digital worlds in a very special way.
Today's trade fair exhibitors face many challenges.What aspects ensure that a trade fair appearance is a complete success nowadays? Is it the design? The concept? The architecture? Or storytelling? Trade fair visitors are becoming more and more international. Therefore, intercultural marketing is in high demand. Target groups are changing; there is a generational change among both exhibitors and visitors. As a result, the question is: how can Generation Y be targeted? Of course, what’s more, there is the big topic of digitalisation: Naturally, everyone wants to be as digital as possible, including in live communication. The only question is how.
With its trade fair appearance at EuroShop, atelier damböck offered an answer to many of these questions.In the midst of huge screens and LED surfaces, between canyons with large digital prints and backlit banners, the stand of atelier damböck, which at first glance is completely analogue, i.e. made of the popular design element wood, stands out in particular.
Visitors wander through a forest of stimulus-flooded messages, their eyes linger on the refuge of the atelier damböck hut.On the one hand, the stand flirts with the theme of superficial alpine flair, but aesthetically staged with understated simplicity. And yes, the building is really an authentic construction made of old wood, a true wooden house. This stands in a clearing as a green oasis in the middle of an overloaded and interchangeable environment. Guests are encouraged to linger in the inviting garden.
The garden fence deliberately separates the stand from the hall walkways in order to act as a natural filter to enable conscious invitation of target group-relevant trade fair visitors.
The sloping walls are an important architectural element to give the building a unique appearance.The signposts emphasise the exhibitor’s international aspirations with reference to its diverse branches in Germany and around the world. The hut walls not only serve to conceal the internal infrastructure but, at the same time, are rustic yet simply elegant media on which to express the essential keywords of atelier damböck's extensive service portfolio in English and Chinese.
Guests are greeted by the chirping of birds as they enter another world.What remains hidden from visitors is what awaits them inside. Upon entering the witch's house, they unexpectedly dive into a new dimension. The interior is a complete 360-degree display. Not only are the walls completely cladded with LED elements, but also the ceiling and floor. Thus, viewers stand in the middle of a room that is completely virtualised, ensuring an exciting all-round experience. The complete immersion is complemented by auditory accompaniment. In the universe of atelier damböck, an experiential fireworks display is building up. The journey takes viewers through all the elements.
Extremely emotional scenographies, such as the experience of being immersed in an underwater world, but also real footage of a blaze in which visitors find themselves, offer a unique experience.These are images that hardly anyone has ever seen before. They include special material, which was provided by the US government especially for this production and was recorded with a special, water-cooled 360-degree camera.
Visitors are lifted into the air, rise above a mountain massif into the clouds and literally float away from the usual hustle and bustle of the trade fair in order to be able to fully immerse themselves in an artificial world.In an ice cave, they experience a day in fast motion with the changing light conditions and special reflections in the crystalline world of ice. A jump into space shoots viewers towards the planet Mars at the speed of light. There they land in a desert landscape and look at a sky full of stars. After this firework of impressions, the end of the journey is reached and guests arrive back in the real world. During the spectacle, some concisely pointed and subtly embedded brand messages for the Atelier Damböck Group are conveyed.
Purposefully used decorative elements, such as antlers and floral details, flirt with the alpine flair and, at the same time, use a slick and clean design language that corresponds to the spirit of the times – without contradicting, but rather complementing each other and creating a very special experience.
Further information and images are available on request from:
Kathrin Böttcher
+49 8121 975-220k.boettcher@damboeck.de
Press release from 05/03/2020 (PDF, 55.9 KB)
