How to turn furniture into a unique brand experience - an eye for detail, passion for all senses. Our brand architecture for Walter Knoll.

Walter Knoll – IMM 2018

Cologne

How to turn furniture into a unique brand experience - an eye for detail, passion for all senses. Our brand architecture for Walter Knoll.

Walter Knoll – IMM 2018

Cologne

Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects, Colours.

An internationally renowned manufacturer of design furniture, Walter Knoll is known for a heterogeneous collection of premium furnishing products. Over the course of the last years, we’ve developed a distinctive and very successful brand architecture that provides a sensual and inspiring frame for the diverse range of furniture. In the absence of a specific formal context, the design worlds invite customers to dream – “How would I arrange these pieces of furniture at my home?” Parallel to the evolution of the collections, we’ve constantly refined the tools and methods of presentation in the showroom over the past years. Adding new levels of association, our 2018 concept combines the material worlds with atmospheric photograms and creates spatial scenarios that inspire visitors without forcing a specific idea on them.

Characterised by the use of lush vegetation since day one, the design concept now adds a sensual layer of detail with photograms of blossoms and plants. Oversized, monochromatic macro shots reflect the high degree of craftmanship and eye for detail that characterise Walter Knoll’s entire catalogue of products. Strongly magnified, the plants disintegrate into translucent layers that demonstrate the perfection of nature. As a reference to the brand’s diverse and highly individual collections, we purposely compiled a heterogeneous selection of botanicals. Recorded by Heinz Wuchner using x-ray technology, the filigree motives and fascinating photograms create a dreamy and almost surreal contextual level.

At the 2018 imm fair, we present the extraordinary and highly independent collection in a passionate and sensual context defined by elegant, almost neutral colour schemes, attention to detail and carefully matched structures and materials. As close inspection of the black surfaces reveals subtle structures and motifs made of wood or plaster, colourful curtains that fall in soft, flowing pleats and free-floating wall frames ¬– covered with glossy, transparent colour films – provide a beautiful contrast. Adding more highlights and surprising touches of colour, abstract acrylic accessories on the furnishing meet carnivorous plants that give the presentation a special twist.

Highlighted by a large-sized carpet that casually unfurls from the wall to the floor, the spacious platform in the entrance area centres around the collection of carpets. The new floor cushions on display here blur the line between lounge seating and carpeting and introduce an informal facet of seating. Inspired by the colour schemes of African gems and semi-precious stones, the new carpet collection is also presented in a special section on the inside of the stand. Here, visitors get a chance to experience the quality of materials and colours at first hand, as the craftmanship and origins of the designs come alive.

The outer façade features two complementing design elements. On the one hand, there is a quiet and abstract motif defined by an overlap of huge colourful light spots that simulate imaginary colour spaces and plays of light. Large-scale gossamers, on the other hand, provide transparency and reveal the fair stand’s interior. Stand-alone wall units create a corner-effect, structure the space and offer exciting inside views and perspectives. Encouraging visitors to explore the rooms at their own pace, the open spatial sequence constantly generates new perspectives and merges product landscapes into a completely new brand experience. As colour films and iMesh curtains create flowing transitions, visitors access a broad variety of colour worlds and atmospheres. An inviting place to rest and discuss new products, the easily accessible cafeteria acts as the stand’s centre of communication.

Our presentation at the 2018 imm fair once again showcases our ability to manage the balancing act between the development of creative, yet highly recognisable brand architecture and the introduction of new, non-constricting associative spaces that continue to inspire visitors. Overlapping materials, structures and colour schemes create a dense and sensual appearance that makes Walter Knoll stand out from the crowd. As part of a consistent brand communication plan, several elements will also be incorporated into the points of sale design.

Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects.

The open spatial sequence constantly generates new perspectives and merges product landscapes into a completely new brand experience.

Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects.
Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects.
Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects.
Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects.
Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects, Colours.
Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects, Nature.

Oversized, monochromatic macro shots reflect the high degree of craftmanship and eye for detail that characterise Walter Knoll’s entire catalogue of products.

Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects, Colours.
Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects.
Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects.
Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects.
Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects, Colours.
Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects.
Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects.
Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects.
Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects, Nature.
Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects, Surfaces.
Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects, Colours.
Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects, Colours.
Walter Knoll – IMM 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects, Colours.
Client
  • WALTER KNOLL AG & Co. KG
Location
  • Cologne
    IMM Cologne
Status
  • Completed
Categories
Photography
  • Joachim Grothus
  • HG Esch
Team
  • Alexander Assmann
  • Gunter Fleitz
  • Fynn Freyschmidt
  • Tilla Goldberg
  • Florian Holzer
  • Peter Ippolito
  • Axel Knapp
  • Claudia Lira Grajales
Copyright
  • Ippolito Fleitz Group