Simply materialistic

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Effective spatial impacts
can also arise from unspectacular material

Whoever wants to stage a brand in a temporary space must often achieve the desired effect with comparatively simple means. A pop-up store or fair stand must not only be quickly put together and dismantled, but generally has to fit into a tight cost frame. High-quality or unusual surfaces like to break the budget - but a creative handling of materials can turn even the simplest materials into an effective brand staging.


For adidas, the D'art Design Gruppe has created an eye-catcher of 10 kilometers of cable protection tubing. At the fashion fair Bread & Butter the appearance of the sports article manufacturer was framed by a regular hedge made of hoses, which are normally used for the flush mounting of electric cables. The rough look of the material defied the high end VIP feeling of the fashion scene and helped the adidas appearance in this form to a unique casualness.

Luminescent foil illuminates Grundig - Philips shines with a "Lightwave".

Light as a brand architecture

For Grundig our design team achieved a cool and almost mystical effect with the help of luminescent foil. At IFA, an exhibition space of the manufacturer of entertainment electronics and household appliances was immersed in nocturnal black - only illuminated by luminous tapes and signs, which strengthened the focus on the color brilliance and luminosity of the Grundig TV sets.


How it can look, when lighting plays the decisive role, is also shown by the example of an appearance of Philips Professional Lighting at the Light + Building: Here, Dart created a 260 meter-long, room-high, organically curved light membrane – the "Lightwave". The dynamic mediatecture of light, image and sound impressively put the visitors into different moods, thus demonstrating the effect of the product, without showing it on its own ("Feel what light can do").


Apart from light, air can also become an architectural element, as the D'art Design Gruppe has implemented for Gabor at the GDS shoe fair. A five meter high and 25 meter long wall of the appearance consisted of an air filled plastic membrane, which together with a blue lighting provided a futuristic ambience.

A giant air wall creates atmosphere for Gabor.

Completely wooden or fully mirrored

Dart provided the massive counterdraft with a self-presentation at the leading trade show EuroShop. For the project "Undo" our designers used only one material, namely pinewood in the form of three-layer boards. They were used to build a stand, which seemed composed of oversized wooden building blocks. With normal building blocks, also made of pinewood, visitors could bring the motto "Undo" to life through construction and destruction inside the stand.


The latest Dart appearance at EuroShop was based on a well-known and really difficult material for brand architecture: mirror foil. For "from scratch" the agency has staged itself with the most exciting moment of the creative process – the inspiration. For this, the stand was completely mirrored from the outside, so that it initially seemed almost invisible and only became visible in the reflection of its environment. Just as the designers reflect to be inspired and create something new. In the interior, trade fair visitors were finally able to become creative themselves with 3D letters and digital pencils.


More about particularly flexible materials for temporary buildings, such as wallpapers in concrete look, luminous 3D effect fabric or fragrant décor coatings with alpine hay, you will find in a Dart guest contribution in the current designreport 4/2017.

For the EuroShop, Dart reinvents itself every time: sometimes all pinewood, sometimes completely mirrored.


Photography: D'art Design Gruppe / Lukas Palik (Grundig, Undo, from scratch), Jörg Hempel (adidas, Gabor), H.G. Esch (Philips)

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