Shifting Boundaries and New Perspectives. We have some ideas to float.

Brunner Orgatec 2018

Cologne

Shifting Boundaries and New Perspectives. We have some ideas to float.

Brunner Orgatec 2018

Cologne


Brunner Orgatec 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects

As an established contract furniture manufacturer, the Brunner brand stands for the proximity and innovative drive of a family business. Not technical and dry, but direct and tangible. The aim of the exhibition stand for Orgatec 2018 was to translate this brand message into a clear customer journey that relates the emotional qualities of the products. Moreover, the PARA VERT, our modular, plantable room divider system, celebrated its secret premiere at the trade fair as a prototype of the first joint product collaboration between Ippolito Fleitz Group and Brunner.

The PARA VERT, together with a curved, s-shaped lounge sofa, therefore provide the dynamic opening gesture to a journey through Brunner’s incredible product diversity. Floating partition walls of different sizes and materials create a deep, multi-dimensional space for the diverse exhibition scenarios. Various thematic stations invite the trade fair visitor to linger here and there. The customer journey ends in the cafeteria, whose paper ceiling intercepts the glaring hall lighting, casting soft shadows onto the floor. The hustle and bustle of the fair falls silent for a while. A moment to breathe, a chance to pause and reflect. Allowing the wealth of impressions to settle and fall into place – and become moments to be remembered.

The evolution of a brand

What is behind the ‘New Perspectives’ claim? Precisely this process of multi-perspectival discovery. Not black or white, but black and white. This is another thing that distinguishes Brunner as a company: Passing its legacy onto the next generation, which, in turn, sets its own impulses, taking a fresh look at the existing, keeping what works, while daring to venture forth. This is how innovation draws from tradition, in an additive and evolutionary fashion.

The floating room dividers in different degrees of transparent materiality proffer an invitation to experience the multi-layered nature of the Brunner brand at first hand. Not in a stubborn, linear manner, but transparently and judiciously, sometimes looking beyond the immediate to the left or right, or from below through an open gap in the wall. Such exciting and unexpected visual relationships allow the visitor to constantly glimpse new parts of a bigger picture.

Despite all this openness, clear thematic zoning ensures that the focus remains on the product worlds. The styling of the respective stations supports the differentiated, emotional presentation. When presenting the product divisions, we create small, self-contained narrative contexts through atmospheric, detail-driven design.

Growth and transformation

Beginning with the common desire for more nature in living and working areas, we not only developed a metaphor for the exhibition stand that encompasses the whole space, but also a concrete product: the PARA VERT. It is revealed here for the first time as a prototype. The system displays its tremendous scalability and versatility in the form of a wide, four metre-high wall in the canteen area. When it comes to colour, we have taken a basic principle from the world of flowers: simple base colours, intense colour accents. Our exhibition stand, executed in discreet shades of grey, forms the basis from which Brunner’s products blossom as dynamic, colourful highlights. Thus simplicity meets bright eye-catchers – grounded, yet strikingly special.

In the styling, too, we pick up on the theme of botany and growth – in part ironically, in part associatively. Vases, books and vintage botanical teaching samples can be found at the various stations. Together with an abundance of green plants in the four metre-high PARA VERT, the styling pays tribute to a longing for immersion in nature and a sustainable lifestyle. Full of life and diverse, always in a process of change – this is what embodies Brunner’s attitude, which is directly tangible throughout.


Brunner Orgatec 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects

Brunner Orgatec 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects
Brunner Orgatec 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects

Brunner Orgatec 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects

Brunner Orgatec 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects

Brunner Orgatec 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects

Brunner Orgatec 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects

Brunner Orgatec 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects

The PARA VERT, our modular, plantable room divider system, celebrated its secret premiere at the trade fair as a prototype of the first joint product collaboration between Ippolito Fleitz Group and Brunner.


Brunner Orgatec 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects

Brunner Orgatec 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects

Brunner Orgatec 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects

Brunner Orgatec 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects

Brunner Orgatec 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects
Brunner Orgatec 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects

Brunner Orgatec 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects

Brunner Orgatec 2018, Cologne. A project by Ippolito Fleitz Group – Identity Architects
Client
  • Brunner GmbH
Location
  • Cologne
Status
  • Completed
Categories
Photography
  • Andreas Körner
Team
  • Gunter Fleitz
  • Timo Flott
  • Tilla Goldberg
  • Johannes Hanebuth
  • Peter Ippolito
  • Charlotte Scheben
Copyright
  • Ippolito Fleitz Group