Dart Stages Henkel Research as Brand Experience
The Henkel Group needs a suitable brand appearance for the CGF Global Summit 2017 in the hotel InterContinental® Berlin. At the annual top meeting of the international consumer goods forum, the manufacturer of Laundry & Home Care, Beauty Care, and Adhesive Technologies wants to present itself as a global company with its core topics sustainability, digitization, and innovation.
On the existing exhibition area of only 48 m², a reduced but impressive brand space is staged, which has a clean and at the same time noble appearance. The look and feel of a classy futuristic laboratory provides the right framework for the latest Henkel products, but does not divert from them. Visitors can easily find their way through a clear structure of the communication space, mediatecture makes the current results of Henkel's research come alive.
Walls, ceiling and floor shine bright and reinforce the accent of the corporate colour red, which also frames the appearance. Valuable details such as logos and inscriptions in acrylic typography give the staging a premium look. Visual dynamics are created by lines of light that are drawn over the walls, find themselves on the ceiling, and illuminate the furniture elements from below.
The core topics "Sustainability", "Digitalization" and "Innovation" are visualized on three high-quality counters with integrated mediatecture. Interactive stations present the latest examples of the Henkel product world, while several large touch screens on the walls can be used to access image films and additional information. In this way Dart designs fact-oriented research results as a multimedia brand experience.
- Henkel, CGF Global Summit 2017
- Martin Tervoort