dan pearlman Markenarchitektur GmbH 设计，位于德国法兰克福。蓝色配以黑色，鲜明而深远，冷静而不失生气勃勃。通过整体的概念设计展台全方位展示乐家品牌。
The conceptual design of the exhibition stand
Designed and completed by dan pearlman, the exhibition concept for the global fair ISH emphasizes that Roca is the leading brand in the field of sanitary facilities. The Spanish company has the agenda to expand and stabilize their role as global market leader in the following years. Every two years, the company presents itself at the global fair ISH and attaches great importance to this presentation.
In spring 2009, Roca presented dan pearlman’s designed fair concept, for the first time. The brand architects were supposed to commute Roca into a sustainable brand. dan pearlman reassured a self-confident presentation at the exhibition: a powerful, dynamic “blue wave”, as a visual “super sign”, wells over the 685 sq. ft. brand world of Roca. Under its roof, the product portfolio of Roca is reflected in a course of cylindrical “islands” of products. Along a communication wall, issues and brand messages are mediated. The result: The brand Roca communicates its message in a sustainable way, and at the same time, assures with an impressive range of products. According to Roca’s strategic direction, the exhibition concept is focused on three main ideas: the comprehensive and sophisticated product portfolio of the brand, the dynamic process of innovation of the company and Roca’s responsibility for sustainable business processes.
Idea to the trade fair
The design of the exhibition stand for the Spanish sanitary company Roca consciously questions the usual presentations of sanitary companies at trade fairs: All present themselves in white boxes. All of them? dan pearlman convinced Roca, the world’s largest supplier of sanitary ceramic, to break new ground and bring colour and motion to the ISH 2009 in Frankfurt. dan pearlman’s brand architects reassured a self-confident presentation at the exhibition. All in all, the company’s demand was reflected: from a distance, the Roca stand was supposed to attract the 200.000 visitors and come across as powerful and attractive as possible.
Highly visible, a “blue wave”, demonstrating a “super sign”, overflows the 685 sq. ft. of Roca’s brand world. Also under its roof, the stream of forms continues. Visitors can access the integrated, cylindrical “product islands” and have the possibility to explore the multifaceted product portfolio of Roca. The journey through the designed, authentic product portfolio leads the visitors to an integrated communication wall. Visitors have the chance to read up on Roca’s initiative, because the wall represents information about the three main ideas of Roca: the comprehensive and sophisticated product portfolio of the brand, the dynamic process of innovation of the company and Roca’s responsibility for sustainable business processes.
The exhibition concept for the presentation of Roca is divided into three main areas – “Top”, “Middle” and “Down”. These three areas reflect the core messages of the company’s communications. Accordingly, the area “Up” represents the dynamic and power of the brand Roca. The highly visual “super sign”, demonstrating a blue wave, overflows the brand world of Roca. The “super sign” is formed by suspended shaft segments of gauze. Form and differentiation of the gauze are painted in Roca-blue. It ensures lightness and dynamic and guides the visitors into the depths of the stand.
Once at the booth, visitors will find a significant number of cylindrical “product islands”. From the outside, the cylinders are black, but by the time they are open, one can explore the individual, thematic product presentations. Each cylinder stages a specific, designed illustration of the product and therefore leaves a lasting imprint on their observers. The cylindrical shape allows it perfectly, to create an adequate atmosphere for the product within a small space.
The communication wall and the function block are arranged in the horizontal centre of the exhibition stand. Automatically, the visitors are guided to the central communication wall. Visitors have the chance to read up on Roca’s initiative, because the wall represents information about the three main ideas of Roca: the comprehensive and sophisticated product portfolio of the brand, the dynamic process of innovation of the company and Roca’s responsibility for sustainable business processes.
The three screens are wall of communication topics headed:
FEEL GOOD – for the product portfolio of the brand
WHAT’S NEXT – for the company’s dynamic process of innovation
ROCA LOVES THE PLANET – for the sense of responsibility of the brand Roca concerning environment and sustainability.
Even with the materiality, the exhibition stand wants to convince: The entire lower area of the stand, including the functional block and the presentation of the cylinders, is kept outside in a black HPL. In the overall perspective, this creates an exciting contrast between the blue, floating wave and the basis of the stand. Through the demonstration of the cylinder and the wave, the formal language remains dynamic in this area.
Thereby the blue colour of the wave is picked up, by the same colour of the horizon in the central, middle area of the stand. Through the whole conceptual design of the exhibition stand (stand, movies, and print media); an appropriate, successful communication for Roca was developed.
Roca estimated its presentation at the ISH 2009 as very successful. In contrast to the previous exhibition the number of visitors nearly doubled. From all presentations of sanitary companies, the conceptual design of the Roca stand reflected an outstanding appearance and was accepted successfully by the visitors. For Roca, the presentation was a significant development from a product brand company to an experience brand company. On the following presentations, the progress is supposed to be carried on and remain sustainable.