Projekt – Page 3 – SCHMIDHUBER

Always an Experience

Experience path for Sony

Sony’s diverse product range fulfills every heart’s desire and for the IFA 2018, SCHMIDHUBER have developed an experience path that intuitively guides the visitor through this varied offer. Clear lines and visual angles direct the visitor without distracting from the focal point of this exhibition: A technological experience with a wealth of possibilities for day-to-day living.

The product variety of Sony

The change in atmosphere is also palpable, with clearly defined areas each offering a perceptible experience.
From the current camera releases to the latest XPERIA mobile phones, from the robot dog, Aibo, to TV and audio – Sony has become an integral part of the lives of its customers.

For the IFA, we developed a multi-sensory experience that intuitively guided visitors through a diverse range of products and services. Clear lines and axes ensured focus was directed onto the essential—the technology and its numerous applications in everyday life.

Martin Weber | SCHMIDHUBER

Experience
the new

SCHMIDHUBER showcase Sony as a natural part of everyday life, emphasizing Sony’s winning formula:
Bringing you the best of the digital world, from life for living.

Photos © Olaf Becker, BECKER LACOUR, München/Frankfurt

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The Power of Four

Four focus topics of Audi in an experience walk

Audi’s exhibition at the 2015 Frankfurt Motor Show is raising the bar for innovative live communication: before visitors get to see the full range of Audi automobiles on offer at the center of the brand building, they are led through an impressive presentation of the four focus themes: Audi ultra, Audi Technologies, quattro and Audi Sport. “the power of four.”

Never have we developed a trade show appearance as thematically stringent as this one. And never have we been able to demonstrate Audi’s innovations in such detail, as at the IAA 2015. And yet at the same time visitor’s were offered a more powerful experience than ever before. The connection between both is quite unique.

Luca de Meo | Vorstand für Vertrieb und Marketing der AUDI AG

Experience
Walk

The ‘experience walk’ begins as visitors enter the building on an escalator through a delicate, organic network structure that grows from the facade of the building. It’s a lightweight ultra structure in 3D, and the beginning of the voyage of discovery. Visitors experience the advantages of lightweight construction, efficient engines and alternative fuels.

A room temperature of -21°c creates a world carved out of ice that illustrates the branding and lifestyle of Audi quattro. By contrast, the next section Audi Sport uses sound and visual cues to recreate the high-octane atmosphere of the racetrack and draw the eye to the motorsport icon Audi R18 at the end, turning on a banked curve and leading visitors to their right, down to the automobile exhibition area.

360° Brand Communication

“the power of four” is presented on four enormous media screens, each one with a real car mounted on the screen, and moving to interact with the virtual story told on the screen beneath it. Lighting, media and movement present each car in a constantly changing and developing story to illustrate each of the four key themes, picked out by the roving compass needle in the center of the hall.

Live communication has created a shift in perspective. It’s increasingly important to establish diverse attitudes to a brand and its products. And in so doing to speak to target groups in a differentiated way.

>>the power of four<< does exactly that: Here, visitors experience Audi’s four focus themes by means of an “Experience Walk”—encountering the brand and product in perfect harmony. This effectively turns the communication principle on its head. Favoring an emotional approach to demonstrating the Audi brand’s competitive edge.

Michael Ostertag | Partner at SCHMIDHUBER

Photos © Andreas Keller, Altdorf

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Brand Monument

360° experience for Samsung

Staging the new LED TV and its abstract qualities as ultra “flat”, „brillant“, „eco“. Samsung’s trade-fair presence is shaped by a new TV generation – LED TV. A magnetic entry setting fusing space, audio and video components is devised as a crowd-puller in Hall 20.

360° spatial experience

Eight semi-circular “leaves” that towered upwards and contained LED TVs are arranged to give rise to as a “cathedral of entertainment electronics” by the precise use of mirrored surfaces. The changing lights and colors of the media displays reflect the attributes “color brilliance” and “motion sharpness” in a 360° spatial experience.

With the Samsung Monument, we were able to bring everything together: a spatial communication of the brand message, a surprising on-site user experience, and a clear, distinctive big picture. The result was a playful interaction between perspective and illusion. The Samsung Monument was the talk of the exhibition, making the front pages of the “Berliner Tageszeitung” and the “Berliner Morgenpost.”

Lennart Wiechell | Managing Partner at SCHMIDHUBER

Illusion and reality melt into one

Light blinds inset into the floor and A/V screening forge a bridge to the product presentation. The plain volume of the white exhibition architecture and the wraparound element of the blue horizon form a calm backdrop to the other Samsung products on display.

Photos © diephotodesigner, Berlin

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Simply well made…

Simply well made

Modular and lively brand concept for Constructa

SCHMIDHUBER have designed a new brand presence for Constructa, at the LivingKitchen in Cologne. Constructa produce built-in kitchen appliances that are high-performance, comfortable and user-friendly. With their slogan “simply well made,” Constructa appeal to a young target audience that know how to appreciate top quality and uncomplicated design.

Backdrop of stacked boxes

The Constructa slogan ‘simply well made’ was the springboard for the conceptual design. Presenting this idea in a clear and uncomplicated way that was still visually arresting transports visitors to a living kitchen where they can feel right at home.

Even from a distance, one thing stands out about the trade fair stand and the product presentation area: it is all made of cardboard. This warm surface structure and the bright mix of colors create a friendly, inviting atmosphere right from the word go. This flexible diamond shape allows the products in the three areas of “cooking”, “cooling” and “cleaning” to be presented in a playful way.

Modular flexibility

Far away from a rigid fitted kitchen, the products are presented as living islands, and against the abstract background of the stand’s structure, the appliances appear in surprising ways. The backdrop of stacked boxes serves to underline the modular flexibility of Constructa appliances, and speaks to a young, fresh kitchen design.

This project was a source of great pleasure for the client, us and trade fair visitors. Based on a simple idea, we created a coherent spatial, graphic and communication concept, that came together seamlessly in terms of its final appearance.

Cathrin Loose | Client Manager at SCHMIDHUBER

Original graphic language

The brand presence is completed with a graphic language developed by SCHMIDHUBER. With simple means a maximum depth of information is generated: Color-coded icons mark the different product and exhibition areas. Colored decoration elements in complimentary tones evoke everyday kitchen life and contribute to the approachable character of the living kitchen. Every intricate detail implicitly highlights: “Simply well made!”

Photos © Jörg Hempel, Aachen

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Framing Trends

New brand mission statement for DOMOTEX

The traditional trade fair DOMOTEX is not only the industry meeting place for floor coverings, it is also an important source of inspiration for the staging of surfaces. This quality is the essence of the trade fair and should characterize the appearance of DOMOTEX more strongly in the future.

In 2018, we were commissioned to develop a complete new orientation and establish it for the next three years. This is how the FRAMING TRENDS concept came into being – a center for innovations and trends that can be revisited every year.

The boundaries are always moving. These days the focus isn’t on products, but on the range of possibilities they represent. Trade fairs must drive these trends forward—bringing together experts from the industry and qualified know how. And this is exactly why the “Framing Trends” area in Hall 9 was created.

Martin Lersch | SCHMIDHUBER

Unique Universe

Since then, a guiding theme has been defined every year, which determines communication at all levels and makes it tangible. Derived from the megatrend “individualization”, the central theme in 2018 was UNIQUE YOUNIVERSE – the opportunity to create a distinctive, personal ambience with unique pieces.

The interactive presentation of art and creativity particularly characterizes the fair: exhibitors, designers, universities and students as well as artists design their creative ideas on the current theme in 21 frames every year. The installations are as artistic as they are playful or even didactically rational.

Create 'n' Connect

For the second year, we are taking up one of the latest trend topics: Connectivity. Everyone is talking about it and it is probably one of the most powerful megatrends of our time. Digital communication technologies are fundamentally changing our lives and giving rise to new lifestyles and behavior patterns.

In 2019, under the central theme CREATE ‘N’ CONNECT, the significance of this development for the flooring industry was demonstrated.

Atmysphere

Derived from the “health” megatrend, the new ATMYSPHERE theme in 2020 was focused on all those properties of flooring that contribute to well-being as well as naturalness and sustainability.

The presentation of environmentally friendly materials and manufacturing processes as well as sustainable products shows the rich design possibilities for improving the quality of life and room atmospheres.

Corporate Design

An image composition consisting of the graphic “frame”, an emotional, inspiring image motif and the title communicates the current key theme as a key visual on title pages, posters, advertisements and interfaces.

FRAMING TRENDS also determines the visual appearance in the third dimension: a catchy frame that loosely embraces the individual with an open side. Unmistakable by the color accents and the conciseness of the title-giving trend topic the visual communication creates attention for the DOMOTEX and establishes the mark as trend organ.

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Always an Experience

The product variety of Sony

Martin Weber | SCHMIDHUBER

Experience the new

Photos © Olaf Becker, BECKER LACOUR, München/Frankfurt

Weitere Projekte

Offene Fragen?

The Power of Four

Luca de Meo | Vorstand für Vertrieb und Marketing der AUDI AG

ExperienceWalk

360° Brand Communication

Michael Ostertag | Partner at SCHMIDHUBER

Photos © Andreas Keller, Altdorf

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Brand Monument

360° spatial experience

Lennart Wiechell | Managing Partner at SCHMIDHUBER

Illusion and reality melt into one

Photos © diephotodesigner, Berlin

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Simply well made

Backdrop of stacked boxes

Modular flexibility

Cathrin Loose | Client Manager at SCHMIDHUBER

Original graphic language

Photos © Jörg Hempel, Aachen

Weitere Projekte

Offene Fragen?

Framing Trends

Martin Lersch | SCHMIDHUBER

Unique Universe

Create 'n' Connect

Atmysphere

Corporate Design

Photos© Olaf Becker, Becker/Lacour, München/Frankfurt

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