Umdasch AG
(and Assmann Ladenbau, a member of the Umdash Shopfitting Group)
Location: Hall 12, Stand C62
Dimensions: 75-by-108 feet (23-by-33 meters)
Design: Syndicate Brand & Corporate Design AG, Hamburg, Germany, 49-40-414-753-0, www.syndicate.de
Fabrication: Zeissig GmbH & Co. KG, Hannover, Germany, 49-50-41-649-0, www.zeissig.de
Photos: Syndicate Brand & Corporate Design AG
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As many "big brand" exhibitors will tell you, creating a functional, uncluttered, and aesthetically pleasing large booth is about as challenging as finding someone who can flawlessly sing the national anthem at the Super Bowl. But according to EuroShop Awards judges, the booth for Umdasch AG and Assmann Ladenbau, a member of the Umdasch Shopfitting Group, succeeded where most large booths fail. Calling the booth "elegant" and "wonderfully restrained," judges felt the exhibit was "a perfect example of how to do a big booth well."
Designed by Syndicate Brand & Corporate Design AG of Hamburg, Germany, the 8,100-square-foot booth was divided into three parts, with equal space devoted to both Umdasch and Assmann. The two Austrian shop-fitting companies, however, shared a central theme, namely "A La Carte." Based around a cooking concept (which included cooking-related graphics and food and drinks served daily throughout the booth), the design suggested that like cooking, successful shop fitting should include the best ingredients (materials), well-formulated recipes (game plans/strategies), and professional preparation (skills and experience) — all capabilities offered by Umdasch and Assmann.
The middle one-third of the space, which also acted as a thoroughfare into and through the exhibit's heart, was an enormous hospitality area. Featuring wooden tables and matching fabric-cushion-topped benches, the hospitality zone could comfortably accommodate 40 to 60 people at a time.
Umdasch territory comprised the right one-third of the space. Here, visitors found stand-alone kiosks offering general information about Umdasch's brand-strategy and brand-design services, along with explanations about its project-management capabilities. A full-service kitchen, complete with a roughly 18-foot-long food-service bar, was also housed within the Umdasch side. Here, celebrity chef Sarah Wiener prepared culinary lunch creations every day at 1:30 p.m.
The Assmann side of the exhibit featured similar information kiosks touting the company's shop design, project-management, and construction-management capabilities. Instead of a kitchen, however, the Assmann area included a roughly 20-foot-long bar offering everything from water to wine.
Easily negotiated and logically laid out, the space was perfectly proportioned so that no area felt crowded or confined. Throughout, strategically placed lighting also drew attention to the various kiosks and product displays and added a subtle sophistication to the exhibit.
But perhaps the exhibit's crowning achievement — at least according to our judges — was its near-perfect design and execution of its graphics. Judges called the graphics "clean and uncluttered," and applauded designers' use of a black-and-white color palette throughout the panels as a unifying force.
With their award-winning design, Umdasch and Assmann turned colossal, big-booth challenges into a sizeable success.
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