The Identity of a Whole Region Needs Roots and Development Potential. Just like a Tree.

Die Stuttgart Region is one of the most important economic centres in Europe. The trade fair concept translates the specific duality of stability and growth in one metaphoric icon – the modern interpretation of a tree dynamically striving upward and yet is steadfastly rooted in the earth.
As a symbol for stability and „grounding“, the floors and the furnishings of the stand were made of, solid materials in matching earth tones. The expansive “treetop” made of oversized silver cubes represents growth and dynamics. Imprinted motifs reflect the many facets of the region.