For the exterior walls of the stand, a system was developed in which large-format, coffered walls alternate with open, vertical lamellae. This alternating effect creates exciting layers and visual connections between inside and outside, also facilitating the option of restricting access when required. Two different module sizes make it possible to adapt the elements to any conceivable floor plan. The coffered elements can be embellished in myriad ways – using motif walls or images, for example – to communicate the principal themes for each trade fair. To accompany this, we designed a colour palette that conjures up a fresh and sensual atmosphere. We like to think ahead and consider the long term, so the colours for upcoming implementations are already defined. In this way, the stand remains recognisable in each implementation, despite tailored adjustments. The key colour ambassadors are the walls, which can be easily repainted in a resource-friendly way. The new exhibition stand concept for Walter Knoll is a flexible, reusable system. Its high efficiency in terms of costs and resources is by no means achieved at the expense of its aesthetics. The individual elements offer sufficient potential to configure the stand differently at each fair, while still ensuring a high recognition value for the Walter Knoll brand. Furthermore, its use is not restricted to trade fairs alone: the design elements are already being used in Walter Knoll’s showrooms.
Its trade fair presence at imm 2020 marks the start of a whole new phase in Walter Knoll’s corporate architecture. The overriding premise was to develop a sustainable concept that establishes a responsible use of resources as the new guiding principle. The previous concept already employed reusable, movable objects such as insert motif walls, wall frames and a curtain mesh. The new exhibition stand concept, however, begins with this idea of modularity and reusability, and transforms it into a design principle that considers an individual stand as an integral part of a long-lasting complete system. The concept thus does justice to Walter Knoll’s claim to be a climate-neutral company, while its strong, independent design language continues to address the core target group of interior designers. What is more, costs for initial production of the stand could be reduced by 30% in comparison to predecessor concepts.