E mbedded World is a trade fair focusing on electronic security distributed intel ligence and the Internet of Things that takes place annually in Nurem berg Socionext was there for the first time in 2016 A joint venture be tween Fujitsu and Panasonic head quartered in Japan the company specialises in system on a chip solu tions How could the Asian compa ny s corporate design and design guidelines be adapted to suit the taste and expectations of German trade fair visitors Socionext Europe turned to Munich based company Bruns Messebau for the answer The other question to be answered at the trade fair in Nuremberg was how to present a variety of abstract exhibits for a wide range of different applica tions Socionext presented itself with innovative semiconductor solutions for image and video editing network technology and an all in one multi media concept for the automotive in dustry The idea was also to attract visitors attention to surveillance camera solutions video encoders and devel opment platforms for graphics interfaces Bruns set the central exhibits in scene by means of optical highlighting against a black background A highlighted exhibit on a plat form drew the eye from the perimeter of the stand It brought visitors into the information zone where they could form an initial im pression of the company Behind that there was a high diagonal structure The diago nal structure aroused curiosity and offered interesting perspectives explains Christian Flörs creative director at Bruns With slatted brackets symbolising high tech components it screened off a lounge and workstations Although the slats divided the space they still provided interesting views from the out side They also created an interesting play of light and shade says Christian Flörs Dis cussions took place in the lounge while the visitors learned more about Socionext s ap plications at the workstations www bruns messebau de Canada seems predestined for environ mental products thanks to its seemingly endless expanses of unspoilt nature So it s no wonder that Canadian manufacturers want to be there at the leading world fair for organic food Biofach in Nuremberg Howev er it is beyond the budget of many small producers of organic cosmetic oils dietary supplements fair trade products or organic honey to have their own exhibition stand A shared Canada stand offered them the oppor 110 TradeFairs Internation al 2 2018 PRACTICE INTERNATIONAL STAND DESIGN Stand designers push the boundaries In a global business design guidelines have to be adapted to suit local tastes Abstract products have to be presented and small exhibitors need shared platforms tunity of attending this trade fair in Germany Among them of course were makers of maple syrup derived from the maple leaf which is Canada s national symbol Messe bau Wörnlein was commissioned by the Canadian consulate in Düsseldorf to build Canada s shared stand for the first time in 2009 The Nuremberg company has worked with the Canadians at Biofach every year since Including in 2018 32 exhibitors present ed themselves at the stand which extended to 300 square metres The customer is now Canadian Unlimited Inc the official repre sentative for German trade fairs and in mar kets around the world We know the cus tomer very well now We communicate by means of email and teleconferences primari ly explains Branko Tomic the project de signer and coordinator A new stand is built each year using modular systems and ele ments created by Wörnlein in house and also stored by the company The most striking in dividual structural element is the frame that encompasses the stand over the heads of the visitors The red used is the exact same shade as in the national flag The word Canada stands out in italic serif letters on the frame It is flanked by a red maple leaf on both sides Almost every stand has fabric screens around it With this frame and the 3D sym bolism we wanted to create something new that would catch the attention explains Branko Tomic www woernlein de JK Canada steht in kursiven Serifenbuchstaben auf dem Rahmen rechts und links flankiert vom roten Ahornblatt Canada it says in an italic serif font on the frame flanked by a red maple leaf on the left and right Ph ot o W ör nl ei n R al f K le in le in

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