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Separate But Equal
The epitome of functionality, this exhibit for Osram Opto Semiconductors GmbH seamlessly integrated 16 partner companies. Comprising an open forum for business communication and an enclosed structure for hospitality and storage, the booth maintained Osram's umbrella presence while ensuring that partners got their own slice of the Light+Building pie.
photos: Photoprop
Multiple Personalities
SILVER AWARD
Category: Island Exhibits
Exhibitor: Osram Opto Semiconductors GmbH
Design Bachmann.Kern & Partner, Solingen, Germany, 49-212-235-66-900, www.bkp-architektur.de
Fabrication: Schnaitt Internationale Messe- und Ladenbau GmbH, Bergheim, Germany, 49-2271-47-30-0, www.schnaitt.de
Show: Light+Building, 2012
Budget: $168,500
Size: 39-by-49 feet
Cost/Square Foot: $88
ombining 16 companies into a single 39-by-49-foot space might drive some designers insane. But the conundrum drove Bachmann.Kern & Partner (BKP) to create an award-winning exhibit instead.

BKP's separate-but-equal design was born of rather complex circumstances. Debuting at Light+Building 2012, the booth was funded by Osram Opto Semiconductors GmbH, a German provider of light-management solutions.

Osram, however, also founded LED Light for You, a global network of more than 90 LED suppliers. Thus, Osram's exhibit needed to feature 16 network members but still maintain Osram's distinct brand aesthetic.

The solution comprised a hospitality/storage space, and an open "forum" for business exchanges. Positioned in the front two-thirds of the space, the forum featured four round kiosks. Accompanied by a circular overhead banner and four backless chairs, each structure was divided into quarters. Each quarter was assigned to a different member company and featured its own built-in shelving and storage compartment.

Along with a fabric ID tower, the forum offered three additional kiosks and corresponding banners. An orange kiosk promoted LED Light for You, a white kiosk offered general booth info, and Osram had a similar structure all to itself. Passing through an opening of protruding white slats, attendees discovered a calming hospitality area.

The booth easily won over Exhibit Design Awards judges, who said: "With so many companies to include, this could have gone bad in a second. But the design isn't cramped or cluttered." So while "separate but equal" was a horrible policy, this exhibit's 16-part harmony proves it's not a bad concept when it comes to booth design.E




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