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