design awards |
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BRONZE AWARD |
Category: Peninsula — Less Than $150 per Square Foot
Exhibitor: Electrolux Hausgerate Vertriebs GmbH
Design: D’Art Design Gruppe GmbH, Neuss, Germany, 49-2131-40307-0, www.d-art-design.de
Fabrication: Holtmann Messe+Event GmbH, Langenhagen, Germany,
49-511-740-74-0, www.holtmann.de
Show: Internationale Funkausstellung (IFA), 2008
Budget: $1.6 million
Size: 85-by-203 feet; 69-by-69 feet
Cost/Square Foot: $66
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 ities have traditionally served three functions: security, power, and trade. But while planning its booth for the 2008 Internationale Funkausstellung (IFA) consumer-electronics and home-appliance show in Berlin, Electrolux Hausgerate Vertriebs GmbH added “branding” to that list.
Conceived by Neuss, Germany-based D’Art Design Gruppe GmbH, the 24,086-square-foot exhibit united three individual Electrolux brands beneath the parent company’s umbrella. To accomplish this, D’Art laid out a pseudo city on simulated streets of ivory-hued laminate, with 13 cube-shaped, wooden “houses” that featured displays of each brand’s products. According to Exhibit Design Awards judges, the displays “separated the brands in an innovative and yet clearly defined way.”
While the stations contained more than 200 products among them, the crème de la cubes offered rich sensory experiences. In the AEG Silence Cube, visitors stepped into flame-orange box-like helmets suspended from the ceiling where they listened to sound files of street traffic, and contrasted their din to the brand’s whisper-quiet dishwashers and stove-exhaust hoods. A few doors down in the Eco-Cube, attendees strolled into a “rainforest” with soft carpet, the recorded sounds of songbirds, and the scent of meadows wafting through the air. Just outside the Eco-Cube, an innovative display featured a 9-by-18-foot pool of water, bracketed by Lavamat clothes washers.
The exhibit’s crowning touch was three overhead branded ribbons running a total of 755 feet. By artfully arranging each brand in a unique and urban-like expanse under the Electrolux name, D’Art created a single identity for all things within its borders.e
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Under One Roof
Suspended over a 9-by-18-foot pool of ice-blue water were 10 white dresses designed by fashion-school students. Not only were the dresses a striking artistic component of the exhibit, each dress was designed in a different style, representing each of the five decades that Electrolux Hausgerate Vertriebs GmbH has sold its popular Lavamat clothes washers. |
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23rd ANNUAL DESIGN AWARDS: THE WINNERS
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