Discover what’s behind: Blum in perfection.
Julius Blum GmbH has to master a very special challenge: being a world-leading manufacturer of kitchen and furniture fittings, it is expected to deliver perfection in everything. And that does not only apply to its products but of course also to its brand appearance and trade fair presence.
In order to meet this requirement, we framed the 1,458m² booth with a facade made of perforated aluminium sheets. At the same time the booth provides a feeling of safety. Combined with a well-thought-out illumination system, this creates a special atmosphere within the booth - a glamourous twinkling of the lights of a major city. Visible and invisible at the same moment – just as the Julius Blum brand’s product.
The focus is clearly on product experience – everything is placed in best light.
Open it, close it, try it. Understanding in detail what it is that is moving Blum - and best by using all senses. In order to present Blum’s moving ideas, we developed specific workbenches, catering for a neutral but at the same time optimum framework. Thereby the focus is exclusively on the product experience, which can lead to an indefinite number of ideas.
Deliberately choosing wood as the material for the traditional workbenches creates an additional tension in contrast with the perforated aluminium sheet facade, which integrates the booth into a big picture.
Staging the brand. Check.
By creating complementary contrasts between visible and invisible, dimension and detail, wood and aluminium, we are underlining a connection which is a critical factor for market leaders such as Julius Blum: The brand is the product and the product is the brand. None of them works without the other.
However, it is also necessary that visitors do not feel lost on these 1,458m². We managed to achieve this by the elaborated facade design and by opening the booth under an all-encompassing portal element. At its core, a plaza offers space for encounters and at the same time provides the booth with openness, transparency, and lots of opportunities to take a look into the segments.
Jointly towards the objective – It’s the team that creates success.
Referring to the cooperation with Julius Blum, the term “team” actually is a charming understatement, as this partnership already exists for more than 10 years. Because maintaining a consistent, trustful and close exchange enables both parties to plan things over multiple years, always having one thing in common from beginning to completion: the passion for perfection. And that applies to the smallest detail as well as to the big picture.
Sustainability can look quite fine. And it does.
The booth and its elements combine many aspects of sustainability regarded essential by us: It is modular and thus can and will be reused – At the same time it is sustainable in both ecologic and economic terms. We made sure that the construction of the elements is done by locally resident craftsmen in order to act also with a view to social and ethical sustainability. When choosing the materials to be used, we made sure that these materials are generally reusable.