LG Hausys Europe (HI-MAC)
Location: Hall 13, Stand E75
Dimensions: 21-by-20 feet (6.5-by-6 meters)
Design: Yasmine Mahmoudieh, London, 44-207-608-0669, www.mahmoudieh.com
Fabrication: Holzwerkstatt Dreyeckland GmbH, Kandern, Germany, 49-7626-6190, www.holz-del.de
Photos: Tobias D. Kern
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In 2011, LG Hausys Europe wanted to draw attention to its new Hi-Macs solid-surfacing material. Comprising 70 percent natural stone powder, 25 percent acrylic resin, and 5 percent natural pigments, the eco-friendly material can be used to create everything from product-display pedestals to entire wall segments. So what better way to display Hi-Macs' capabilities than to build an exhibit out of it?
That's exactly what LG did for its award-winning booth at EuroShop 2011. Designed by Yasmine Mahmoudieh, a well-known international designer who has crafted everything from urban-development products to product designs, the 21-by-20-foot (6.5-by-6-meter) exhibit featured Hi-Macs material front and center throughout the space. Used to create the reception desk as well as the various abstract, internally lit structures attached to the exhibit walls, Hi-Macs became not only an architectural centerpiece, but a conversation starter as well.
A raised chocolate-brown wooden floor and a similar cocoa-colored ceiling framed the space and yet allowed the Hi-Macs displays to remain the star. Behind the Hi-Macs boxes — essentially abstract-shaped light boxes that protruded from the exhibit walls — a burnt-orange hue further accentuated the Hi-Macs material.
Positioned on a corner floor space, the booth was situated so as to maintain open sight lines from both aisles. That is, the reception desk was positioned at a 45-degree angle across the center of the space, and the Hi-Macs-adorned walls formed the backdrop to both sides of the desk. Thus, visitors walking either of the two aisles in front of the booth could not only see the stunning exhibit, but could also easily and freely walk directly into the space.
Since the design was loosely based on the idea of chocolate (the designer felt the Hi-Macs boxes resembled broken slabs of white chocolate), staffers handed out small bags of chocolate as a tasty giveaway. Judges were pleased with this delicious design as well, for they hailed LG's "smart use of materials throughout the booth" and called the exhibit a "Yummy small display!"
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