Berker soars to new heights
Prefaced by a move to the new Hall 11.1 and tripling the booth space, the light switch manufacturer Berker has literally soared to new heights: The cornerstones of the “Berker House” previously firmly rooted in terra firma have now soared to new heights – transformed into a high-impact ceiling sculpture. Striving towards it are two cubes, emerging from the floor of the booth. Set against this fascinating architectural backdrop – the Berker brand as “over-arching firmament”, wooden cubes and larch floor as “product tableau” – the exhibition presentation is arranged in a relaxed layout with clearly defined areas. Materiality underscores the architectural symbolism: the precise technical material of the smooth white wall surfaces are emblematic of the brand’s strengths, and the warmth of the wood an expression of emotion and personal experience of the product.
The Berker Haus
The light switch manufacturer Berker soars to new heights. The cornerstones of the “Berker House” previously firmly rooted in terra firma have now soared to new heights in the new Hall 11.1 – transformed into a high-impact ceiling sculpture. Striving towards it are two cubes, emerging from the floor of the booth. Set against this fascinating architectural backdrop – the Berker brand as “over-arching firmament”, wooden cubes and larch floor as “product tableau” – the exhibition presentation is arranged in a relaxed layout with clearly defined areas. Materiality underscores the architectural symbolism: the precise technical material of the smooth white wall surfaces are emblematic of the brand’s strengths, and the warmth of the wood an expression of emotion and personal experience of the product.
The exhibition presentation is divided in to two areas; infrastructure with lounge in the rear area, production presentation in the front area. A structural function is fulfilled by three product islands: cube-shaped elements consisting of a “base” and an “emotional display”. The latter contains graphical and media components and products, while the base is a structural element and seating area. The “show base” is an additional element and can be a shelf for brochures, advice desk or showcase. The many component combination options allow a wide variety of layouts to suit the requirements of the respective topics, content and products.
main hub
The service areas are also composed of modular cube elements. The info desk is the first point of contact and main hub, and offers seating and fruit snacks during peak periods.
The green lounge
The “green” lounge is housed in the wood-encapsulated room cube, forming an oasis of tranquility for meetings and snacks. Windows provide fascinating views of the outside. The graphical panoramic scenery backdrops the Berker products and at the same time provides a contextual bridge to the theme of green energy. The seats also consistently continue the design language of the cube as design element.
Concept and architecture:
SCHMIDHUBER: München
Communication:
Thomas Biswanger Design, Ingolstadt
Photographer:
Studio Schroll, Hagen
