Burkhardt Leitner Constructiv GmbH & Co. KG
Location: Hall 10, Stand A64
Dimensions: 43-by-46 feet (13-by-14 meters )
Design: Ippolito Fleitz Group GmbH, Stuttgart, Germany, 49-711-993392-330, www.ifgroup.org
Fabrication: Burkhardt Leitner Constructiv GmbH & Co. KG, Stuttgart, Germany, 49-711-25588-0, www.burkhardtleitner.de
Photos: Zooey Braun
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Lauded by judges as "a visually interesting design with a surprise almost everywhere you looked," this award-winning exhibit for Burkhardt Leitner Constructiv GmbH & Co. KG was fabricated almost entirely from the company's own products. While Burkhardt, a Stuttgart, Germany-based manufacturer of architectural systems, called upon Ippolito Fleitz Group GmbH, also of Stuttgart, to design the space, Burkhardt's products took center stage with a flourish.
Although the 43-by-46-foot (13-by-14-meter) exhibit offered traditional exhibit elements — a contemporary conference room, sizeable hospitality area, and multiple places to relax and talk shop — it was perhaps the booth's nonessential elements that set it apart, and won it the Medium category's Best of Show ranking.
While most of the towering exterior walls, which partially enclosed the space and rose to a height of roughly 20 feet, comprised fabric scrim stretched between aluminum frames, one particular wall included an eye-catching word find of sorts. Here, semitransparent white scrim featured a block of black letters arranged into 10 vertical rows and 17 horizontal rows. However, much the way a puzzler would highlight words with a pen, designers used a streak of Burkhardt's corporate-orange hue to highlight several words, including "modular," "quality," and "longevity," found within the letters.
Whether viewed from inside or outside of the booth, several other wall sections also offered an element of surprise. One roughly 20-by-8-foot section on the exterior, for example, featured the words "fantastic systematic." However, when viewed from one angle, the background was white and the words were black. But if you took about five steps to your right, the background switched to black and the words were white — a tactic created by triangular-shaped panels used to form the lenticular-like wall section.
Within the space, visitors also discovered a series of ceiling elements that not only demonstrated the firm's creativity but also added a touch of whimsy to the otherwise all-business interior. Suspended over an enclosed conference room, which was constructed from Burkhardt's products of course, 25 fabric umbrellas (16 white and nine black) hung upside down from a truss system. To represent Burkhardt's global reach, designers imprinted each umbrella with the name of a different international city, such as Bologna, Bilbao, and Cairo. In addition, the white umbrellas were hooked up to a motorized system, causing them to continually rotate throughout the show — and turning them into couldn't-miss eye catchers.
Additional ceiling elements over the reception desk and hospitality areas continued to draw the eye upward. In one area, a series of square, kite-sized, white-fabric panels seemed frozen in motion. Nearby, 11 white-fabric panels hovered over the reception desk, creating an ethereal white wave.
Combining inventive design, a stunning system architecture, and distinctive display methods, Burkhardt's exhibit was both product centric and demonstrative, and yet whimsical and engaging at the same time.
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