An exhibition stand gives customers a chance to see, feel, and experience products in real life. It also gives people the opportunity to meet face-to-face.
ISH Frankfurt is the world’s largest exhibition for building services that concerns energy and water and is the world’s leading trade fair for bathroom experience. Part of the worldwide IBP Group of companies, Conex Banninger specialises in providing the best plumbing fittings for customers in the domestic, commercial, industrial, HVAC, and shipbuilding markets worldwide. The brief for Frankfurt was to create a stand for ISH which would be modular and therefore reusable for other shows in IBP’s annual exhibition programme. There is a huge variation in the size and type of products within their range – from giant gate valves that can be buried in a commercial building’s plantroom to a prestigious monoblock tap that might form the centrepiece of an expensive bathroom. The exhibition designer’s solution was to create a number of modules – units with sides into which light boxes could be incorporated, or a back that could be added to take wall mounted product. The exhibition stand was kept deliberately clean and white and free of embellishment so that the focus was solely on the products.
It was important that the customers can see a good range of what IBP sell, so messaging was kept fairly minimal, with the focus on product instead. In this case the lower floor of the stand became an exhibit of their components, each unit like a chapter from their extensive parts catalogue. The upstairs was used for hospitality, so there was less focus on product and more focus on comfort and entertainment, so the materials were softer and more graphics used to create more of a brand experience than a showcase of product.

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