Transparency, overlays, collage. Our exhibition stand for MHZ transforms product multiplicity into a clearly tangible experience.

MHZ – R+T 2015

Stuttgart / 2015

Transparency, overlays, collage. Our exhibition stand for MHZ transforms product multiplicity into a clearly tangible experience.

MHZ – R+T 2015

Stuttgart / 2015


MHZ – R+T 2015, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.

MHZ, a traditional company founded in 1930, merged with Clauss Markisen in 2015. The company is an integrated provider of interior and exterior sun protection systems, with nine production sites in four countries. The new joint brand presented itself to the public for the first time at the R+T 2015. The aim of its exhibition stand design was to make the company’s comprehensive product palette something that could be experienced directly by trade fair visitors.

The focus of the exhibition lay less on the technology and more on the internal and external impact of the products. Fifty different products set into multiple sections of wall were assembled into large-format puzzles. By rolling or pulling up and down the different types of sun protection, the spatial atmosphere alters and new vistas and overlays are created, many of which surprise the viewer. The products thus become part of a dynamic architectural ensemble. Four 8-metre-long counters mirror the rhythm of the wall sections and provide displays for smaller product samples.

A clever deployment of light transforms the overall product theme into the emotional keynote idea of the stand: shadow. The bright white units and a backlit product wall both become projection screens, upon which the shadows of interior blinds cast collages.
The offset arrangement of wall sections enables access from three sides and makes the stand appear very open. The large-scale design creates free spaces for all sorts of discussion.

In place of dry product presentation, the MHZ stand surprises visitors with an animated product cabinet. The up and down movements of sun protection systems are thus transfigured in a dynamic product ballet.


MHZ – R+T 2015, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.

MHZ – R+T 2015, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.

MHZ – R+T 2015, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.

In place of dry product presentation, the MHZ stand surprises visitors with an animated product cabinet.


MHZ – R+T 2015, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.

MHZ – R+T 2015, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.

MHZ – R+T 2015, Stuttgart. A project by Ippolito Fleitz Group – Identity Architects.

Client
  • MHZ Hachtel GmbH & Co. KG
Location
  • Stuttgart
    R+T Messe Stuttgart
Status
  • Completed (2015)
Categories
Photography
  • Andreas Körner
Team
  • Gunter Fleitz
  • Timo Flott
  • Peter Ippolito
  • Tim Lessmann
  • Mario Rodriguez
Copyright
  • Ippolito Fleitz Group