Winners profiles 2024
Making brands and products tangible is one of the core competencies of the 60-member D'art Design Group. Their client Schöck specializes in products whose features only become apparent once installed. On an impressive exhibition stand, a “Concrete Shell”, the creatives showcased these products in an aesthetic and multimedia manner – making the hidden technology perceptible.
Interview with D’art Design Gruppe
Red Dot: What were Schöck’s primary objectives with its trade fair stand?
D’art Design Gruppe: In terms of design, the stand reflects the company’s claim to be synonymous with thermal and sound insulation as well as reinforcement technology on international construction sites. The abstract shell construction, which gave the concept its name “Concrete Shell”, is a distinctive and unmistakable overall image employing the Schöck product portfolio.
It was built as a place of experience where the products could also be viewed in their installed state. How important was this aspect?
Paris is a “revolutionary” city where many cobblestones have been thrown during demonstrations. In the design, they are the basic pixel in the composition of the sets. We created a regular geometric pattern as the visual anchor for all the designs. It’s a very Schöck products and systems are highly specialised, ready-to-install components for structural applications such as thermal and sound insulation and reinforcement technology. They are developed precisely to be invisible when installed and to optimise construction. Hence, they are “hidden champions” in the truest sense of the word. It was important not only to explain these product solutions in an understandable way, but also to present their special properties clearly through the presentation.
To what extent can the design of a trade fair stand support on-site consulting?
Good design has an appealing character per se and sparks curiosity. The entire stand architecture is deliberately designed to be open and inviting, offering exciting perspectives with informative insights from all sides. The clear presentation of the products and technologies in the various themed areas enables employees to engage with customers at different levels – from a quick overview to a detailed deep dive. The diverse opportunities for dialogue and the quality of the visit were correspondingly well received.
How important is it today to bring brands to life as an experience in space?
Companies are more than just products and services; they are also people and places that have a history, a present and a future. This creates a unique identity that contributes to branding. Physical locations in particular, such as a trade fair stand, have the power to make this identity impressively tangible in all of its facets – for visitors and employees alike. In this way, they contribute to brand awareness and strengthen identification with the brand.