Branding by trade fair design

How retail can learn from trade show designers

Messe Düsseldorf
Trade fair construction companies and shopfitters have a lot in common. Both want to turn a passerby into a potential buyer. Both try to present their clients in the proper light. They pull out all the stops in visual merchandising and where there are no tangible products but intangible services, the brand takes center stage. Store designers can learn a lot from trade show architects in this aspect.

Interview with Simon Damböck, Managing Director of Atelier Damböck Messebau

For the past 30 years, atelier damböck from Neufinsing near Munich, Germany, has offered conceptual design and implementation for trade fair exhibits. Its Managing Director is Simon Damböck. He reports that his company handles more than 300 trade show and event appointments per year. With the Greenstands initiative he wants to add more sustainability to exhibition halls and reduce CO2 emissions. We talked to him about this topic as well as retail and the EuroShop.

Interview with Klaus Günter, Managing Director & Partner of kohlhaas messebau

“The whole is greater than the sum of its parts.“ This conclusion by Aristotle was showcased by the trade fair construction and shopfitting company kohlhaas at its booth at the EuroShop. The eye catchers were countless orange globes that joined together to form a magic carpet in the room. This garnered kohlhaas from Germering near Munich, Germany, an ADAM nomination, the design prize of the business association FAMAB (Association for Direct Business Communications). Managing Director Klaus Günter is confident: branding presentations at trade fairs and events can also be implemented in shopfitting.