T he new FAMAB Award honoured exhi bition presentations in the field of ar chitecture again but not according to size anymore Nevertheless large and small stands were once again distinguished Thus the category Best Stand Smart recog nised exhibition presentations that generated a lot of attention with a superior concept de spite adverse conditions This was won by the stand of the German Wallpaper Institute at imm cologne Even from a distance the wallpaper house with its black and white wallpaper skin drew visitors attention and allowed the first exciting insights in and through the rooms Inside guests were im mersed in four different room presentations The concept was based on a study that de fined the four basic characteristics of wallpa per buyers the cavalier the prestige con scious the pragmatic and the wild creative Stand concept and design was the re sponsibility of the interior design office raumkontor from Düsseldorf floor walls ceiling lighting furniture and accessories in each room scene were completely overlaid with a wallpaper design However the room was also fragmented and even a bit surreal Bright orange fish surrounded the viewer on all sides in the bathroom wild creative type In the living room the surreal was poured out tongue in cheek in gold over the room space and interior the prestige conscious In the bedroom the bed and pyjamas were severly striped pragmatic type And in the kitchen a cutlery installa tion softly clinked and floated in the breeze the cavalier People camouflaged with paint over their entire bodies were integrated in this unreal scenario too The positive response from visitors and the media showed that a stand s success is not depend ent on a large budget www raumkontor com An unusual trade fair pres entation was achieved by Holt mann from Langenhagen near Hannover at the EuroShop 2014 in Dusseldorf The company wanted to convince the discern ing target group of agency rep resentatives designers archi tects and marketing executives of its competence To this end Holtmann relied on recognition and surprise at the same time The stand concept developed in collaboration with the Berlin agency raumHoch seemed dar ing from the outside in the midst of high calibre competi tion the stand appeared only as a dark cube But a peephole in a corner of the stand proved to be irresistible It attracted visitors magically and allowed a first inside view a schematically depicted liv ing room decorated with images of projects Inside the Holtmann stand the image dissolved into corners and edges losing its coherence Because the optical effect known as anamorphosis allowed the room to make sense visually only from a single angle the peephole This effect stunned visitors and raised questions while the narrow spaces of fered additional exciting perspectives At the same time the cosy interior in retro style in vited visitors to stay and established a refer ence to the company In addition to the award for events for merly Eva the category Cross was intro duced at the FAMAB Awards with other new ones It honoured the initiators of interdisci plinary and networked projects such as the Hamburg Wine Champagne Company Hawesko Germany s leading wine mer chant is well known among champagne con noisseurs but not by the general public That was to be abruptly changed on occasion of the firm s 50th anniversary The aim was to strengthen Hawesko s market position in the champagne segment And the interest of peo ple should be aroused who had never heard of Hawesko Champagne people automati cally think of luxury and joie de vivre But it also has another darker side For centuries 62 TradeFairs Internation al 1 2015 STAND CONSTRUCTION DESIGN The revenge of the champagne Last November the FAMAB Awards were conferred in Essen for the first time New major categories replaced Adam and Eva Eine 17 Meter hohe und 20 Tonnen schwere Hawesko Pommery Jubiläums Flasche nahm Rache A 17 meter high and 20 ton heavy Hawesko Pommery Anniversary bottle took revenge Ph ot o J un g vo n M at t H aw es ko

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