EuroShop 2011 was a perfect – and perfectly logical – showcase for Burkhardt Leitner’s modular architecture systems for temporary constructions used at trade fairs, exhibitions and presentation designs.
At the recent EuroShop 2011 fair, Burkhardt Leitner was challenged to present itself and its products in an appealing and striking manner, by introducing two new architecture systems to its international sales partners and potential customers. Epitomising the ‘fantastic-systematic’ claim, the company’s stand at EuroShop, designed by Ippolito Fleitz Group, transformed the minimalist functionality of its spatial systems and its core brand values – precision, lightness, sustainability, flexibility and mobility – into a playful, atmospheric stage set.
The outer shell of the stand – which was recognised by Exhibitor magazine with the Best of Show Medium Exhibit award – was constructed using the Constructiv Pila IV system, the first to span areas with an edge length of six metres; the sides of the stand demonstrate the multiplicity of visualisation options. An expanse of gauze displayed a grid of letters from which the company’s core competences emerged as red bars. The neighbouring wall was designed as a 3D façade, while floral elements were applied on different levels as diagonal reinforcement, giving the wall an ornamental structure that varied depending on the angle viewed.
This varying effect was repeated in a concertinaed wall on the other side of the stand. One side of the concertinas displayed the ‘fantastic-systematic’ claim in white letters on a black background, directly inverted on the other side so the claim was dynamically transformed when a visitor walks past, while appearing almost three-dimensional when viewed from a central vantage point. A solid wall of maritime pine panels conjured up an association with transport boxes, thus highlighting the internationality of the brand. The dissecting strips of white packing tape documented the principal uses of Burkhardt Leitner products, while international sales partners were listed below in black type.