DLW Flooring GmbH DLW Flooring: BAU 2017
DLW Flooring: BAU 2017Munich, 2017

An Exhibition Stand Naturally Revolves around the Products. But This One You Can Revolve Yourself.

DLW Flooring: BAU 2017

BAU, the world’s leading trade fair for architecture, materials and systems is flooring manufacturer DLW Flooring’s most important forum for engaging with its customers. Which is why it is now a tradition that the company presents itself at this fair via an exceptional stand concept. The products from DLW Flooring, all characterised by an excellent environmental footprint and high aesthetic standards, as well as their diverse fields of application, are staged in nine thematic worlds that interconnect inside and out under the leitmotif ›Inside Out‹.


The aim of the stand is not only to highlight the quality of DLW products in the field of healthy and sustainable building, but also to position them as a stylistic instrument in interior design. This is achieved through a dynamic exhibition stand with an exterior shell that dissolves almost entirely and provides constantly shifting perspectives on the colour play within.

True to the motto ›Inside Out‹, the stand interior radiates out. The plain white exterior walls sketch a rough outline to the stand, while oversized circles and segments of circles have been cut out from the walls. These have been covered on both sides with collages of DLW products and set back into the walls as rotating disks. These elements allow visitors to interact directly with the stand and engage with the product world in a playful manner. At the same time, continually new perspectives of the equally shifting interior space are thereby created. Large-area material compositions on the rear walls create a permanent stage set for this dance of forms and colours. Even the obligatory conference islands take backstage visually, simply appearing as extras on the stage.

In the DLW Flooring exhibition presence for BAU 2017, the architecture itself disappears almost entirely to become a fragile framework, making space for the interior, which belongs wholly to the product world and its charismatic colours.

›Inside Out‹ – the stand provides diverse insights and arouses curiosity for the products themselves.
Nine thematic worlds convey the product and colour spectrum, as well as possible applications.
Information cards on individual themes can be brought in line to create a graphical motif, before being collected in one folder.
Moveable wall elements allow visitors to playfully engage with the product world.

Facts & Figures

DLW Flooring GmbH
Completed (2017)
Ulrich Beuttenmüller
  • Arsen Aliverdiiev
  • Christiane Benecke
  • Gunter Fleitz
  • Peter Ippolito
  • Axel Knapp
  • Luca Leardini
  • Claudia Lira Grajales
  • Veronica Piazza
  • Markus Schmidt
  • Jennifer Schäfer
  • Carolin Stusak

Awards & Publications