BRAND ARCHITECTURE: IMPRESSIVE

Client / Location
Axalta Coating Systems Germany
CWIEME, Berlin

Services

Realization
bluepool

Concept and design
bluepool

Axalta develops, produces and distributes a wide range of coatings all over the world in the performance and transportation coatings segment. The customer spectrum ranges from very large international mass producers (OEMs) to small family businesses. 

The challenge

Brand communication was the requirement of this stand concept. The aim was to develop an emotive design that was appealing and inviting to trade fair visitors.

Design

Design

Realization

Realization

The staging

The design of the impressive brand architecture was based around creative presentation of the logo. Architecturally, the stand is a cube with an information structure, in which the bar forms the central area for communication.  

The curved "A" was used as the form for the slatted façade with integrated portal arch. The façade looks closed from a distance and open and inviting for visitors at close range. It provides a foil for the spacious reception area with high tables and the bar at ground level.

For the enclosed rear side on the upper floor, the bluepool design team suggested displaying the logo in various different colors. This was later replaced by backlit graphics showing Axalta product highlights. The color contrasts of the furniture gave the lounge its VIP character.

Design

Realization

Photography
nieswand & pletschke fotografie
bluepool GmbH

Renderings/drawings
bluepool GmbH