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Category: International Designer Exhibitor: Insta Elektro GmbH Design/Fabrication: Ueberholz GmbH, Wuppertal, Germany, 49-202-280-96-0, www.ueberholz.de Show: Light and Building, 2016 Budget: $80,000 – $149,000 Size: 32-by-75 feet

PHOTOS: Photoprop
Black Market
Insta Elektro GmbH, a provider of lighting technology and building automation, hoped to highlight its NoLimit product line – a linear and modular LED system – at the 2016 Light and Building show. Envisioned and crafted by Wuppertal, Germany-based Ueberholz GmbH, the resulting design skillfully displayed products as art on the stand's walls and ceiling panels.

Above and Beyond
Nearly void of graphic images and text, the stand for Insta Elektro GmbH maintained a laser-tight product focus, displaying the firm's LED systems in the structure's walls and ceiling canopy.
Looming, 24-foot-tall exterior walls attracted visitors in droves. Covered in matte-black laminate, the fa├žade was broken only by Insta's illuminated logo, a strip of inlaid lightbox graphics featuring product-installation photos, and a front-and-center product display with color-shifting illumination. Meanwhile, two 8-foot-wide openings on the front of the 32-by-75-foot stand allowed for easy access.

Featuring mostly white and black laminate-covered surfaces atop a wood-grain floor, the free-flowing interior comprised three sections. Bathed in bright-white light, the left and right thirds featured walls adorned with linear product displays along with various waist-high tables for further discussions, while the right-front corner of the display housed a black-hued hospitality bar.

But perhaps the star of the show was the central expanse, which according to designer Nico Ueberholz held a drop-down ceiling with embedded products. The canopy, which judges called "captivating, unexpected, and simply delightful," included black and white hues, inventive product arrangements, and an eye-catching oversized grid. Drawn to the gallery-like space, attendees could relax in deep-set lounge furniture or converse with staff at various bistro-height tables.

In its simplest form, the design was a temporary black box. But in reality, the effect was that of a stunning display case that put the products center stage and imparted an air of permanence and importance to the brand. E


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