three dimensional brand communication at Bruns The queue of visitors waiting to try out the lounge chair clearly illustrated that people are attracted to the idea of entering a virtual world and experiencing something new New exhibition stand concepts that do not place the emphasis on physical exhibits as has always been the case in the past but instead allow products to be experienced through the latest technology are therefore becoming increasingly important www bruns messebau de When design from two very different cultures is melded the results can be very distinctive The trade fair experts from Mac a company based in Langenlonsheim got to gether with the Nuremberg creative agency concept26 to develop a new exhibition stand for the Japanese automotive supplier Denso at the International Motor Show in Frankfurt in 2015 Offering 800 square metres the stand combined Japanese corporate design with European exhibition architecture and imagery Logos colours and key visuals from the country of origin were re tained But the European exhi bition designers combined the colourful and detailed Far East ern aesthetic with the purism and clean lines expected in this part of the world The stand was notable for its clear long white walls with two large mo tifs The motifs divided the product exhibition area into two sections Safety and Environ ment The division between the exhibition area from the meet ing area was just as clear A modern slatted facade covered with a translucent fabric sepa rated the meeting and hospitali ty area from the product exhibi tion area Not only that it also ensured a pleasant atmosphere for conversation in the area at the back The stand s dimen sions were exploited to opti mum effect subdivided into an exhibition area and a meet ing area and Denso s imagery and brand language were adopted says Mac Managing Director Gernot Becker We were thus able to come up with a stand that gave visual expression to the quality and re liability of Denso s range of products in the automotive supply sector Besides Denso Corporation the Langenlonsheim based ex hibition stand construction team also worked with exhibitors such as Michelin Bosch UBK Erdgas Mobil and the Woco Group at the International Motor Show in 2015 www mac de JK PRACTICE Mac entwickelte gemeinsam mit der Nürnberger Kreativagentur concept26 den neuen Denso Stand zur IAA Pkw 2015 Mac developed the new Denso stand for IAA Passenger Cars 2015 together with the Nuremberg based creative agency concept26 Ph ot o M ac

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