GRAND STAND 3, FRAME

Audi IAA 2009, Samsung IFA 2009

Audi set out to create an impact at the IAA trade fair in 2009 in Frankfurt. When the firm commissioned Schmidhuber + Partner to build its stand, Audi requested a threedimensional realisation of its brand values, namely sportiness, sophistication and progressiveness. The design studio responded with a rwo-level stand in neutral shades, with the vehicles standing out vividly as the stars of the booth. In the When September 2009 main exhibition space, a fleet of cars positioned on parallel, road-like tracks cut a long, dynamic curve through the central area. The lanes gave the stand a spatial structure, establishing the showroom-like zone as a marketplace. (...)

To launch a new generation of LED TVs at the consumer electronics and home appliances fair IFA 2009, electronics company Samsung commissioned design studio Schmidhuber + Partner to develop a stand. The appearance had to present the brand’s products while highlighting the ultra flat, brilliant colour and motion sharp qualities of the collection. Visitors entered the stand via a portal formed by a semi-circle of eight ‘leaves’ that rose high into the ceiling of the hall. Each was set with LED TVs and featured a mass of reflecting surfaces in addition to light shows and audio-visual displays. The leaves disappeared into a mirrored ceiling that was offset by a glass floor. Creating the effect of a huge dome with brilliantly colourful, moving ‘windows’, the mirroring effect increased the height and depth of the stand, and brought to mind the stained-glass windows of a medieval cathedral. (...)