A trade show presence normally fol lows the corporate design However for the software company Emarsys eMarketing Systems used a trade fair opening with a new stand to launch a new brand image At the world s leading fair for digital marketing Dmexco 2015 in Cologne the provider of B2C campaign solutions ap peared with a new logo and fresh striking colours The perimeter of the numerous com munication terminals and two lounges was eye catchingly marked in bold violet blue yellow and green Combined with walls and floors in glossy white laminate this made for a stunning colour code The Wiesbaden based stand construction firm Isinger Merz was responsible for the design and im plementation One major task in the course of realisation was to develop uniform colour compositions both for painting and digital printing says designer Dieter Kirchhoff The ideal colours defined by Emarsys were opaque Pantone solids that are paintable but difficult for digital printing Large visually dominating painted sur faces and an almost 30 square metre printed one piece banner had to be colour coordinat ed in an extensive test series The resulting compositions were then directly integrated in Emarsys new CD guidelines Over the entire joint development process the project had to be treated as strictly confidential Websites e mail signatures and print media featuring the new look were only released world wide in the first hour of the fair For Dieter Kirchhoff the fact that Emarsys is now consistently re using the stand at further trade fairs confirms the success of the design and customer impact www isinger merz de The new fashion label Onomato had its very first trade show presence at the 2015 Panorama fashion fair in Berlin Prior to this premiere there was no comprehensive corporate de sign concept for the label However the customer had very clear ideas about the stand layout and presenta tion of its products recalls Vanessa Niemann Onomato already had a logo and wanted a concept incorpo rating illuminated flowers So we had some creative leeway says the sales director of MDS Messebau from Buchholz near Ham burg It took the MDS team several rounds to design the 50 square metre corner stand to gether with Onomato Every design phase re vealed new ideas of the customer But the design was also influenced by the exhibition organiser s specifications In the position assigned to the stand it was not possible to build back and side walls of the same height So MDS had to build with an offset However the stepped offset made for a harmonious combination with the tiered pyramid shaped presenter tapering up to a narrow top A few discreet neon blos soms in green orange and violet adorned the soft pink walls The visitors gaze fell on five life size female mannequins They symbol ised the cartoon character Belle Snoopy s stylish sister Cartoon figures are important elements of Onomato s upmarket range of dresses blouses and shirts The stand de signer had two challenges to master the brand s high quality standards and fast as sembly Sanded and seamlessly painted wall covers and high grade laminate added exclu sive touches MDS opted for a substructure and cross beams out of modular system com ponents to enable fast set up and disman tling www mdsmessebau de JK 54 TradeFairs Internation al 1 2016 PRACTICE STAND CONSTRUCTION DESIGN Stand shapes brand image Stand designers showcase products and above all brand worlds And sometimes their designs are used as a template for marketing Ph ot o Is in ge r M er z Verantwortlich für Standentwurf und Umsetzung des Emarsys Auftritts auf der Dmexco 2015 war Isinger Merz Isinger Merz was responsible for the de sign and realisation of Emarsys presence at Dmexco 2015

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