Holtmann GmbH+Co. KG
Location: Hall 10, Stand A54
Dimensions: 26-by-16 feet (8-by-5 meters)
Design: RaumHoch, Berlin, 49-30-346-256-70, www.raumhoch.de
Fabrication: Holtmann GmbH+Co. KG, Langenhagen, Germany, 49-511-740-4-0, www.holtmann.de
Photos: Karin Landowski, RaumHoch PartG
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What's black and white and stunning all over? It's this 26-by-16-foot (8-by-5-meter) exhibit for Holtmann GmbH+Co. KG, a Langenhagen, Germany-based firm that constructs custom exhibits, brand architecture, and retail systems. The brainchild of Berlin design firm RaumHoch, this stellar stand offered a unique contrast: a simple, albeit clever, exterior paired with an interior space that was both sophisticated and sublime.
Approaching from the aisles, visitors couldn't help but notice the exhibit's outer shell — a wooden construction towering more than 20 feet tall, the exterior of which was covered with a black slate-like material. Bearing the Holtmann logo at the top in bold white, the outside walls surrounded the footprint except for two roughly 6-foot-wide doorways dissecting the booth.
Coming in for a closer inspection, attendees were drawn to the myriad detailed sketches on the slate. Almost invariably, attendees reached out to touch the drawings to see if what appeared to be chalk was real. They soon discovered that indeed, each of the images, which were actually diagrams of Holtmann's past projects, had been hand drawn onto the exterior using white chalk.
Meanwhile, the interior of the space offered a stark contrast. Bathed in neutral tones with black accents, the interior was actually two separate spaces divided by a walkway. One half of the space acted as a lounge and conversation zone, where attendees could relax on abstract-shaped bench seats or plop down in a built-in alcove. Protruding out of a side wall, two seemingly unsupported wooden planks displayed several iPads, which featured photos and information about Holtmann's recent projects.
The other half of the interior space acted as a hospitality area. Doubling as a reception desk, a black-and-white bar housed snacks and refreshments and offered visitors an obvious point of contact with Holtmann staff. To the right of the bar, a countertop attached to the wall and five bar stools provided visitors with a place to relax while they sipped and munched.
While the neutral color palette and modern furnishings created a quiet sophistication, the interior also featured a couple of unexpected elements that added drama and at the same time seemed to enlarge the space. Three light fixtures — one in the lounge area and two over the bar — were actually made of accordion-fold rulers painted matte black. (Holtmann also handed out branded rulers as an in-booth giveaway.) In addition, two interior walls — the wall behind the bar and the one on the back of the lounge — featured floor-to-ceiling mirrors, a tactic that visually doubled the size of the interior space.
While judges described the exhibit as, "Absolutely perfect!" and "A 'standout stand' featuring a strong concept that was incredibly well executed," Holtmann's exhibit was also a brilliant study in black and white.
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