Sculptural trade show design differentiates even from a distance. As a landmark, it not only generates attention, but is also a first stop on the "customer journey" of trade fair visitors. From the inside, it offers an immersive experience like no other medium. The walkability of the "sculpture" permanently enables new perceptions. Conventional patterns of perception are broken and new ones are stimulated.
In the case of an exhibition stand, sculptural design provokes a field of tension. It moves between an autonomous art object that does not need to fulfill a function and a design that has to fulfill the client's intention communicatively and functionally. When form and function come together, tension is created and a special energy is generated by the temporal dimension of the spatial experience.
What happens when energy takes shape, even a sculptural one, was seen in our project for OSRAM Opto Semiconductors at the world's leading trade fair Light + Building. Energy was given a structure, creating a fascinating sculpture that opened up new perspectives from every angle. Light and space were placed in an explorative relationship of tension, creating a dynamic that was transmitted to the visitor even from a distance.
The high-energy brand world of OSRAM Opto Semiconductors formed the foundation. The spectrum of infinite possibilities was presented here in the form of a revolving media façade. Changing animations permanently bathed the stand in a new light and generated eyeballs and curiosity. Energy strands grew out of this frame, creating a complex space-creating sculpture inside that could be walked on and experienced.
For the design luminaire manufacturer Oligo, a stand became sculptural right down to the individual exhibits: cubes, interlocked, tilted and homogeneous on the outside in sophisticated black. The presentation of the luminaires inside could have stood in a gallery or a museum, also because of their seemingly functionless beauty.
We have further developed the basic idea of sculptural trade fair design for one of our clients at the next Light+ Building with a kinetic sculpture. We are not allowed to reveal more today.