Trade Fair Annual 2013/2014

F o r q u i t e so m e t i m e n o w, the arc hitec ture o f t h e b o o t h a l o n e i s n o l o n g e r dec is ive for the su cce ssf u l p re se n t a t i o n o f a b r a nd at trade fairs .

M o re su b t l e e l e m e n t s su ch a s l i ght, materials , a u d i o v i su a l m e d i a o r e v e n a ski l f ul pers pec tive a n d p e r f e ct i n f r a st r u ct u re a re w hat now trigger a w o w e ff e ct f ro m v i si t o r s a n d cus tomers . And t h i s i s d e m o n st r a t e d b y t h e m o st rec ent edition o f t h e Tr a d e F a i r D e si g n A n n u a l : Onc e again, t h e e d i t o r s S a b i n e M a r i n e scu a n d J anina Poes c h h a v e co m p i l e d a n d a n a l y se d m o re than 50 prese n t a t i o n s o f i n t e r n a t i o n a l t o p b r ands . Large i l l u st r a t i o n s, d e t a i l e d p l a n s a n d interview s w ith d e si g n e r s e xp l a i n t h e st a n d a rd s f or trade fair d e si g n o f t h e f u t u re .

C orp ora te Mus eum s | Jons M esseda t | I S B N 9 78 - 3 - 8 9 9 8 6 -176-1

Eve n t D e s i g n Ye a r b o o k 2 013/2 014 | E v e n td e s ig n Ja h r b u c h 2 013 / 2 014 | IS B N 9 78 - 3 - 8 9 9 8 6 -181- 5

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MESSEDESIGN JAHRBUCH TR ADE FAIR DESIGN ANNUAL 2 013 / 2 014

C o r p o r a t e I d e n t i t y & C o r p o r a t e D e s i g n | M a t t h ia s B e y r o w, Pe t r a K i e d a i s c h, N o r b e r t W . D a l d ro p | I S B N 9 78 - 3 - 8 9 9 8 6 -18 5 - 3

Sa bin e Marin e s c u, Janina Poe s c h (E ds .)

Ü b e r d i e e r f o l g re i ch e P r ä sentation einer M a r ke a u f M e sse n e n t sch e i d e t sc hon lange nic ht m e h r n u r d i e A rch i t e kt u r d e s S t a ndes . Längs t si n d e s d i e f e i n e n E l e m e n t e w i e Lic ht, Material, a u d i o v i su e l l e M e d i e n , a b e r a u ch eine ges c hic k te P e r sp e kt i v e u n d re i b u n g sl o se I n fras truk tur, die b e i m B e su ch e r u n d K u n d e n e i n e n „Wow -E ffek t“ a u sl ö se n . D i e s b e w e i st a u ch d i e neues te Aus g a b e d e s M e sse d e si g n J a h r b u ch s : E rneut haben d i e H e r a u sg e b e r i n n e n S a b i n e M a rines c u und J a n i n a P o e sch 5 0 P r ä se n t a t i o n e n internationaler S p i t ze n m a r ke n zu sa m m e n g e t r a g en und aus giebig a n a l y si e r t . G ro ß f o r m a t i g e A b b i l dungen, detaill i e r t e P l ä n e so w i e I n t e r v i e w s m i t Ges taltern erl ä u t e r n d i e S t a n d a rd s f ü r d a s M es s edes ign der Z u ku n f t .

avedition

IN DER AVEDITION ERHÄLTLICH AL SO AVAIL ABLE FROM AV EDITION

MESSEDESIGN JAHRBUCH

T R A D E FA I R D I E H E R A U SG E B E R IN N E N

DESIGN ANNUAL JA N I N A P O E S C H u n d S A B I N E M A R I N E S C U

20 13 / 14

Sabine Marinescu Janina Poesch (Eds.)

S a b i n e Ma r i n e s cu u n d Ja n i n a Po e s ch s i n d n i ch t nur die H e r a u s g e b e r i n n e n d e s a kt u e l l e n Me s s e d e s i g n Ja h r b u ch s , s o n d e r n a u ch v o n PL O T – d e r i n t e r n a t i o n a l e n Pl a t t fo r m fü r In s z e n i e r u n g e n i m R a u m . A l s s t u d i e r t e A r ch i t e kt i n n e n u n d a u s g e b i l d e t e Jo u r n a l i s t i n n e n w i d m e n s i e s i ch s o m i t h a u p t s ä ch l i ch d e m g e s ch r i e b e n e n W o r t u n d g e b e n i h m d e n a n g e m e s s e n e n R a u m . S e i t 2 0 0 8 v e r s u ch e n s i e m i t e i g e n e m Ma g a z i n , In t e r n e t fo r u m , E v e n t s u n d w e i t e r e n Pu b l i ka t i o n e n d i e W e l t h e r r s ch a ft d e r In s z e n i e r u n g e n i m R a u m z u ü b e r n e h m e n .

F o r t s e t z u n g fo l g t …

T H E E D ITO R S JA N I N A P O E S C H a n d S A B I N E M A R I N E S C U S a b i n e Ma r i n e s cu a n d Ja n i n a Po e s ch , t h e e d i t o r s o f t h i s e d i t i o n o f t h e Tr a d e F a i r D e s i g n A n n u a l , a l s o p u b l i s h PL O T, a n i n t e r n a t i o n a l p l a t fo r m fo r s ce n o g r a p h y . A s q u a l i fi e d a r ch i t e ct s a n d t r a i n e d j o u r n a l i s t s , t h e y d e v o t e m u ch o f t h e i r t i m e t o w r i t i n g a n d g i v e t h e w r i t t e n w o r d t h e s p a ce i t d e s e r v e s .

S i n ce 2 0 0 8 , t h e y h a v e b e e n s t r i v i n g w i t h t h e i r o w n m a g a z i n e , i n t e r n e t fo r u m , e v e n t s a n d o t h e r p u b l i ca t i o n s t o g a i n co n t r o l o f t h e w o r l d o f s ce n o g r a p h y . To b e co n t i n u e d …

avedition

25.09.13 16:08

I N H A LT CONTENTS

8

Zukunft braucht Vergangenheit The future needs a past

11

Interview Axel von Hagen (FAMAB)

14

ARCHITECTURE AND MATERIAL

16

Farbkontraste Colour contrast

42

SCH M I D H UBE R GbR , M unic h M onier Bra a s GmbH , O beru r s el BAU 2013, M unich

46

Verzweigte Verbindungen Branched connections

50

Hängender Garten Hanging garden D ’a rt De s i g n Gru p p e Gm b H , N euss Sc h ü co I n te rn a ti o n a l A G, B i e l ef eld BAU 2 0 1 3 , M u n i ch

28

54

34

58

AUTOMOBILE

60

Reifenwechsel Tyre change E mmy B. GmbH , Stuttga rt M ichelin R eif enwerke AG & Co. KG aA , Ka rlsruhe I nterna tiona le Fa chmesse „Reifen“ , E ssen

64

Jenga Jenga

68 Grüne Revolution Green revolution r au m b a r, E s s e n Int e rf a c e De u ts ch l a n d Gm b H , Kref eld O rga te c 2 0 1 2 , Co l o g n e

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Connectez-vous! Connectez-vous!

Ka uff ma nn Theilig & Pa rtner, Os t filder n | Atelier M a rkgra ph GmbH , Fr ank fur t a m M a in D a imler AG, Stuttga rt M ondia l de l‘ Automobile Par is 2 0 1 2 , Pa ris

j ürge n s a rc h i te kte n , M u n i ch P fl e i d e re r H o l z we rk s to ff e Gm bH , N e u m a rkt BAU 2 0 1 3 , M u n i ch

38

Echte Profis True professionals Werbewelt AG, Stuttga rt STE I NE L Vertrieb GmbH , H er z ebroc k Cla rholz Light + Building 2012, Fra nkfur t

Abstrakt und geometrisch Abstract geometry Ip po l i to F l e i tz Gro u p – I d e n ti ty A rc h i te cts , S tu ttg a rt Ar m s tro n g DLW Gm b H , B i e ti gheimBissingen BAU 2 0 1 3 , M u n i ch

Werkbank Workbench Totems | Communica tion & A rc hit ec t ure GmbH , Stuttga rt f ischerwerke GmbH & Co. KG , Waldac ht al BAU 2013, M unich

BACH M A NN. K E R N U ND PA R TNE R , Solingen ED U A R D K R O NE NB E R G Gm b H, Solingen G l a s te c 2 0 1 2 , Du s s e l d o rf

24

Nachtsicht Night vision Studio H a nnes Wettstein AG, Zur ic h Sky -Fra me, E llikon a n der Thur D esigners‘ Sa turda y 2012, Langent hal ( Switzerla nd)

B61 2 Gm b H , S tu ttg a rt K a rl Wö rwa g L a c k- u n d F a rb e n f a brik G m b H & Co . K G, S tu ttg a rt P a i n tE xp o 2 0 1 2 , K a rl s ru h e

20

Alles unter einem Dach...

Everything under one roof…

Intelligente Verknüpfung Smart connectivity SCH M I D H UBE R GbR , M unic h | KM S BLACKSPACE GmbH , Munic h AUD I AG, I ngolsta dt M ondia l de l‘ Automobile 201 2 , Par is

23.09.13 12:56

74

Licht erfahren – Dunkelheit kennen Experience light – know darkness

110

ti s ch 1 3 Gm b H , M u n i ch A U DI A G, I n g o l s ta d t Co n s u m e r E l e c tro n i cs Show 2013 ( CE S) , L a s Ve g a s

q~ bus M edia tektur Gm bH, B er lin Telekom D eutschla nd GmbH, B onn I FA 2012, Berlin

114 78

80

118

b k p ko l d e k o l l e g e n Gm bH , D usseldorf K ü p p e rs b u s c h H a u s g e rä te GmbH , Ge l s e n ki rc h e n L i v i n g K i tch e n 2 0 1 3 , Cologne

84

SCH M I D H UBE R GbR , Munic h | KM S BLACKSPACE G mbH, Munic h BSH Bosch und Siemens Haus ger ät e GmbH , M unich M ondia l de L‘ Automobile 2 0 1 2

124

Interview SCHMIDHUBER | KMS BLACKSPACE

126

Roboterballett Robot ballet

Die Welt dahinter The world behind Da s K o n z e n tra t Gm b H , Stuttga rt S i e m e n s -E l e ctro g e rä te GmbH , M unich I S H 2 0 1 1 , F ra n k f u rt; I S H 2013, Fra nkf urt

94

SO ULAR CH I TE CTS, M u nic h | zerosev en design stu dios G mbH, Augsburg KUKA R oboter GmbH , A ugs burg Automa tica 2012, M unic h

Schaumagazin Showcase e i n s : 3 3 Gm b H , M u n i ch Ga g g e n a u H a u s g e rä te GmbH , M unich L i v i n g K i tch e n 2 0 1 3 , Cologne

98

Pixelherz Pixel heart J u n g v o n M a tt/re l a ti o n s GmbH , Cologne Ni k o n E u ro p e B . V. , A m sterda m P h o to ki n a 2 0 1 2 , Co l o gne

102

132

INTERIOR

134

Licht- und Schattenreich Realm of light and shade

Kubistisch und smart Cubist and smart

22qua dra t | v idinski v oigt gbr, O sna brück Alteme Licht AG, Aa ra u Light + Building 2012, Fr ank fur t

M DL a b | Ch e i l Ge rm a n y GmbH , M unich S a m s u n g E l e c tro n i cs G mbH , Schwa lba ch a m Ta u n u s I FA 2 0 1 2 , B e rl i n

138 106

Vertrauenssache A matter of trust q ~ b u s M e d i a te k tu r GmbH , Berlin Te l e k o m De u ts ch l a n d GmbH , Bonn Ce B I T 2 0 1 3 , H a n n o v e r

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Rahmenhandlung Framework

Farbaspekte Colour aspects D’ a rt De s i g n Gru p p e G mbH , Neuss Gru n d i g I n te rm e d i a Gm bH , Nürnberg I FA 2 0 1 2 , B e rl i n

90

Geschlossener Kreis Closed circuit SCH M I D H UBE R GbR , Munic h Sony Corpora tion, Tokyo I FA 2012, Berlin

ELECTRONICS

Herzstück Centrepiece

Im Netz der Deutschen Telekom Networking with Deutsche Telekom

Bühnenraum On stage ATE LI E R BR ÜCKNE R GmbH, St ut t gar t Kusch+Co GmbH & Co. KG, Hallenberg M ila n D esign Week 201 2 , Milan

23.09.13 12:56

142

146

Badwohnwelten Living in the bathroom

176

Bot te g a + E h rh a rd t A rc h i te kten GmbH , S tu ttg a rt b urg b a d A G, S c h m a l l e n b e rg ISH 2 0 1 3 . F ra n k f u rt

Interview Tobias Bochmann (SOMAA.) | Katja Knaus (YONDER)

178

LIFESTYLE

180

Augenschmaus A feast for the eyes

Farbraum Coloured rooms d a n p e a rl m a n M a rke n a rch i te ktur G m b H , B e rl i n Roc a S a n i ta ri o , S . A . , B a rc e l o n a ISH 2 0 1 3 , F ra n k f u rt a . M .

152

Mystische Farbschwingung Mystical colour vibrations HEY-S I GN Gm b H , M e e rb u s ch HEY-S I GN Gm b H , M e e rb u s ch i mm co l o g n e 2 0 1 3 , Co l o g n e

156

184

188

Atelier Na gel· Theissen, Stut t gar t O ff ice Gold Club GmbH , D u s s eldor f Pa perworld 2013, Fra nkf urt

192

Scharfkantig Sharp-edged

202 Energieturm Tower of power

206 Univ e rs i tä t S tu ttg a rt | I n s ti tu t Wohnen u n d E n twe rf e n , S tu ttg a rt Univ e rs i tä t S tu ttg a rt | I n s ti tu t Wohnen u n d E n twe rf e n , F o rs ch u n g s projekt R E A DY, S tu ttg a rt BAU 2 0 1 3 , M u n i ch

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Nähkästchen Sewing basket jim knoepf le a rchitects, Ber lin Blutsgeschwister GmbH , Stut t gar t Brea d & Butter – tra deshow for s elec t ed bra nds 2013, Berlin

Uebe rh o l z Gm b H , Wu p p e rta l O FF O N n e w l i g h ti n g Gm b H , R a dev ormwald L i g h t + B u i l d i n g 2 0 1 2 , F ra n k f u rt a . M .

Next Generation Next generation

Actionszene Action scene Cheil Germa ny GmbH , Schwalbac h am Ta unus mit plus inf ini des ign Nexon E urope S. à r. l, Luxembourg Ga mescom 2012, Cologne

Me i ré Gm b H & Co . K G, Co l o gne | k u b i x Gm b H , B e rl i n Ar t e k o y a b , H e l s i n ki Sa l o n e d e l M o b i l e 2 0 1 3 , M i l a n

172

Schmuckschatulle Jewel case Atelier Seitz GmbH , Niederneuc hing GE LLNE R GmbH & Co. KG, W ier ns heim I nhorgenta europe 2013, M unic h

196

168

Pallettenweise By the pallet

Sitzpoesie The poetry of sitting Ip po l i to F l e i tz Gro u p – I d e n ti ty A rc h i te cts , S tu ttg a rt Br u n n e r Gm b H , R h e i n a u -F re i s tett Sa l o n e I n te rn a z i o n a l e d e l M o bile 2012, Milan

164

Skidorf Ski village a telier 522 GmbH , M a rkdorf ATO M I C GmbH , Altenma rkt I SPO 2013, M unich

Barcode aus Licht Light box IN NO CA D A R CH I T E K T U R Z T GmbH , G ra z X AL Gm b H , Gra z L i g h t+ B u i l d i n g 2 0 1 2 , F ra n k f u r t a . M .

160

, simple GmbH , Köln Bundesministerium f ür E rnä hr ung, Landwirtscha f t und Verbra uche r s c hut z ( BM E LV ) , Bonn dida cta 2013, Cologne

Grasland Grassland LI GANO VA GmbH , Stuttga rt | Tommy Hilfiger Europe B.V., Amsterdam Tommy H ilf iger E urope B. V. , A ms t erdam Brea d & Butter Summer 201 2 , A ir por t Berlin-Tempelhof

23.09.13 12:56

210

Artenreich Biodiversity

240

S o l i ta i re De s i g n , B e rl i n e c o s A G, B a s e l NAT U R M e s s e 2 0 1 3 , B asel

214 216

KM S BLACKSPACE Gm bH, Munic h | SCH M I D H UBE R GbR , Munic h H eidelberger D ruckmas c hinen A G , H eidelberg drupa 2012, D usseldor f

Interview Thomas Huwiler (SolitaireDesign) Im rechten Winkel At an angle V O N M Gm b H , S tu ttg a rt O LY M P Gm b H & Co . KG, Stuttga rt To p H a i r 2 0 1 2 , Du s s e l dorf

220

PRINT

222

Ein türkischer Basar...

A Turkish bazaar…

Live und in Farbe gedruckt Printed – live and in colour

244

Schriftstücke Paperwork Strichpunkt GmbH , Stu t t gar t Pa pierf a brik Scheuf ele n G mbH + Co. KG , Lenningen drupa 2012, D usseldor f

A l b e rt Co n c e p ts I n te rior Architecture, B e rl i n b i n o o ki O H G, B e rl i n F ra n k f u rte r B u c h m e s s e 2012, Fra nkf urt | L e i p z i g e r B u ch m e s s e 2013, Leipzig

226

„A pencil and a dream can take you anywhere.“ “A pencil and a dream can take you anywhere.“ A l b e rt Co n ce p ts I n te rior Architecture, B e rl i n | B U CH S TA B E , H a lle m d v M i tte l d e u ts c h e r Verla g GmbH , H a lle L e i p z i g e r B u c h m e s s e 2 013, Leipzig

230

Druckkraft The power of print D’ a rt De s i g n Gru p p e G mbH , Neuss Ve rb a n d De u ts c h e r P a pierf a briken e. V. , Bonn d ru p a 2 0 1 2 , Du s s e l d o rf

236

Details und Dimensionen Details and dimensions I p p o l i to F l e i tz Gro u p – I dentity A rch i te cts , S tu ttg a rt J a n o s ch ka H o l d i n g Gm bH , Kippenheim d ru p a 2 0 1 2 , Du s s e l d o rf

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23.09.13 12:56

mdj_Teil2_20130922.indd 24

23.09.13 13:30

Schüco International AG, Bielefeld BAU 2013, Munich

HÄNGENDER GARTEN

Es wi rd e rz ä h l t, d a s s s c h o n i m a lten Ba by lon die Gä rten nicht nur horizont a l a n g e o rd n e t wa re n – a u c h a uf der BAU 2013 in M ünchen ta uchte dieses P h ä n o m e n i n F o rm d e s „ Ve rtica l Ga rden“ a uf dem Sta nd der Schüco Inte rn a ti o n a l K G wi e d e r a u f . D er M essea uf tritt des Sy stemherstellers f ür Fe n s te r, Tü re n , F a s s a d e n u n d Sola r wurde v on der D ’ a rt D esign Gruppe au s Ne u s s u n te r d e m M o tto „M ensch. Na tur. Technik“ gesta ltet. Auf zwei Et a g e n u n d i n s g e s a m t 2 . 3 9 0 Q ua dra tmetern ma chten die Gesta lter a lle w i rts ch a f tl i ch e n L ö s u n g s a n s ä tze zur Pla nung und Fertigung v on energieeff i z i e n te n u n d n a ch h a l ti g e n Gebä udehüllen f ür den Besucher intera ktiv er l e b b a r, i n d e m s i e z a h l re i che media tektonische E lemente in die Sta ndgest a l tu n g i n te g ri e rte n . Do c h die Schüco I nterna tiona l KG zeigte sich a uf der Me s s e n i ch t n u r i n f o rm a ti v : D ie Besucher konnten im H erzen des Sta nds ne b e n e i n e r g ro ß e n F re i tre p pe a uch einen Bereich f inden, der – inmitten d e r tu rb u l e n te n M e s s e – E n ts pa nnung und R uhe bot. D irekt da rüber schien d e r „ Ve rti c a l Ga rd e n “ – e i n m it M oos und E f eu begrünter Q ua der – zu sc h we b e n .

3

Eyecatcher: The façade of the booth – a three-dimensional design entitled “Parametric Concept” – impressed not only architects and develop ers.

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I n a ncient Ba by lon, so it is sa id, not a ll ga rdens were a r r anged hor iz onta l ly . This phenomenon of the v ertica l ga rden turned up again at t he B A U 2 0 1 3 in M unich on the sta nd of Schüco I nterna tiona l KG. The t r ade- fair p resenta tion of sy stem ma nuf a cturer f or windows, doors, faç ades and s olar was designed by D ’ a rt D esign Gruppe f rom Neuss with t he s logan “ Man. Nature. Technology “. O n two f loors a nd a tota l of 2, 390 s quare met res , t he d e signers crea ted a n intera ctiv e experience. W ith the m ult imedia element s i n t egra ted in the sta nd design, v isitors could explore a wide r ange of s olutions for the planning and manufacture of energy-efficient and sustainable b u ilding skins. But Schüco I nterna tiona l KG ha d more to offer t han jus t information: at the heart of the stand next to the large flight of steps visitors d i s cov ered a n a rea which off ered rela xa tion a nd tra nquillit y in t he mids t of th e hustle a nd bustle of the f a ir. The a dja cent v ertica l garden, a rec t angle c o vered in moss a nd iv y , seemed to be f loa ting.

25

Blickfang: Die Fassade des Messestands – ein dreidimensionaler Entwurf mit dem Namen „Parametric Concept“ – beeindruckte nicht nur Architekten und Planer.

HANGING GARDEN

24

3

A R C H I T E C T U R E A N D M AT E R I A L

D’art Design Gruppe GmbH, Neuss

23.09.13 13:30

Mit Infotheke, Sideboard oder Hocker in Form von dreidimensionalen grünen Lettern des Designers Sascha Grewe brachten bkp den Besuchern die Unternehmenswerte „Design“, „Quality“, „Innovation“ und „Function“ näher.

With information desk, sideboard and stool in the form of threedimensional green letters designed by Sascha Grewe, bkp wanted to convey to visitors the company‘s values – design, quality, innovation and function.

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ELECTRONICS 83 82

Size 450 m 2 | Exhibitor K체ppersbusch Hausger채te GmbH, Gelsenkirchen | Photos photoprop, Frank Dora, Wuppertal | Architecture/Design bkp kolde kollegen GmbH, Dusseldorf | Realisation fuchs.messebau.konzepte, Aschaffenburg

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INTERVIEW

TOBIAS BOCHMANN ( S O M A A . ) U N D K ATJ A K NAUS ( YONDER)

Tobi a s B o ch m a n n s tu d i e rte A rchitektur und St a d t pl a n u n g i n S tu ttg a rt u n d L ausa nne. E r führ t g em e i n s a m m i t H a d i Ta n d a wa rda ja da s Büro Som a a . mit S i tz i n S tu ttg a rt. S e i t 2 0 1 1 ist er a ls a k ad em i sc h e r M i ta rb e i te r a m I n s ti tu t Wohnen und Ent w e rf e n d e r U n i v e rs i tä t S tu ttga rt tä tig.

Tobia s Bochma nn studied a rc hit ec t ure and town pla nning in Stuttga rt a nd La usanne. He r uns the office Somaa., based in Stuttgart, together with H a di Ta nda wa rda ja . Since 2011 he has a position a s a ca demic a ssista nt a t the Ins t it ut e H ousing a nd D esign of the Univ ersit y of St ut t gar t .

K a tj a K n a u s h a t a n d e r A k a d e mie der Bild end en K ü n s te i n S tu ttg a rt u n d b e i Enric M ira lles in Barcelona Architektur und Design studiert. Nach P roj ek t l ei tu n g e n f ü r B e h n i s c h A rc h i tekten f ür da s Ha us i m H a u s d e r H a n d e l s k a m m e r H a mburg und d en Ma rc o P o l o To we r i n H a m b u rg g ründete sie 20 11 d as S tu d i o Yo n d e r. S e i t 2 0 1 2 i s t sie wissensc ha ft l i c he M i ta rb e i te ri n a m I n s ti tu t Wohnen und Ent w er f en d e r U n i v e rs i tä t S tu ttg a rt.

Ka tja Kna us studied a t the A c ademy of Fine Arts in Stuttga rt a nd a rchitecture and des ign under E nric M ira lles in Ba rcelona . Aft er projec t ma na gement jobs f or Behnisch Arch it ec t s for t he “house in a house” a t the H a mburg Chamber of Commerce a nd the M a rco Polo Towe r in Hamburg, she founded Studio Yonder in 2011. Since 2012 she ha s ha d a position a s scientif ic a ssist ant at t he I nstitute H ousing a nd D esign of the U niver s it y of Stuttga rt.

A u f de m Me s s e s ta n d wu rd e k e i n k o nkretes Pro du kt , s on d e r n v i e l me h r e i n e a bs trakte F ors c h u n gs a rb e i t a u s g e s te l l t. W i e k onnten Si e di e A u f m e r ks a mk e i t d e r B e s u c h e r d e n noch f ür s i ch ge w in n e n ?

D i e A u f m e rks a m k e i t d e r B e s u cher musste a uf j ed en F a l l d u rc h d i e S ta n d g e s ta l t ung gew ec k t w erde n , d e n n a u f g ru n d f e h l e n der Produkte k am d em S ta n d s e l b s t e i n e v i e l g rö ß ere Bedeut ung zu. D e r S ta n d m u s s te d i e M e s s e besucher zum St ehe n b l e i b e n a n i m i e re n u n d z u m zweiten, g ena ueren B l i c k v e rf ü h re n . Da b e i h a ben wir a uf ei nen ex t re m e n K o n tra s t z u m ü b l i ch en M esseumf el d g e s e tz t: Di e u n g e wö h n l i ch e M a teria lwa hl und d i e Art d e r Ve ra rb e i tu n g h o b e n sich deutlich v on d en au f H o ch g l a n z p o l i e rte n O berf lä chen a b.

Außerd em wa r e s f ü r u n s s e h r wi ch ti g, den Sta nd so offen w i e m ö g l i ch z u g e s ta l te n u n d jede Art v on Hemm s c h we l l e z u v e rm e i d e n . W ir wollten d i e Mensc h e n z u m u n g e z wu n g e n e n Verweilen ei nl a d en – o h n e P ro d u k ti n f o s , o h n e Verka uf sge-

The trade f ai r s tand pres ented abstract res earch work rather than a s peci f i c p rod uct.

How di d you m anage to grab the attention of vi s i tors anyway?

The a ttention of the v isitors did indeed ha v e to be a ttra cted by the design o f t he s t and which, in the a bsence of a ctua l produc t s , gained grea tly in importa nce. The sta nd ha d t o mak e t he f a irgoers stop a nd, in a second step, ent ic e t hem to take a closer look. Our idea was to contrast drama tica lly with the usua l tra de f a ir en vironment : the unusua l choice of ma teria ls a nd t he way t hey were processed stood out f rom the high- glos s surf a ces otherwise to be seen. I t was als o importa nt f or us to giv e the booth a s open a des ign as possible in order to a v oid a ny kind of t hres hold tha t ha d to be ov ercome. We wa nte d t o put people a t ea se a nd encoura ge them to s pend s ome time a t the sta nd – without product infos , wit hout sa les ta lks. The ca sua l f urnishing mot ivat ed many f a irgoers to ta ke a short rest. And the films were

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Da s R e a d y - P roj e k t d e r F orschungs i ni ti ati ve „Z u k u n ft B a u “ d e s B M VB S ( B undes m i ni s teri u m fü r Ve rk e h r, B a u u n d S tadtentwi ckl ung) u n te r d e r L e i tu n g v on T h omas Jocher und Er i k a M ü h l th a l e r v om I n s ti tut Wohnen und En twe rfe n d e r Un i v e rs i tä t Stuttgart s ol l dazu a n re g e n , ü b e r d e n d e mog raphi s chen Wandel n a c h z u d e n k e n . S c h l ä g t s i c h di es e Entwi ckl ung Ih re r M e i n u n g n a c h a u c h i n der Ges tal tung von Me s s e a u ftri tte n n i e d e r?

Di e b a rri e re f re i e o d e r a ltersgerechte Gest a l tu n g v o n M e s s e s tä n d e n i st im Allgemeinen k ein v o rra n g i g e s K ri te ri u m b e i deren Pla nung.

Me i s t s te h e n d e r E ff e k t u n d die W irkung im Vo rd e rg ru n d , h ä u f i g a u ch z u La sten der Zugä ngl i c h ke i t u n d O ri e n ti e ru n g . H i e r besteht sicher no ch Na c h h o l b e d a rf . Di e we i tgehende Ba rrieref re i h e i t s o l l te a l l e rd i n g s n i cht in den Fokus g erü c kt we rd e n . S i e d a rf n i c ht da s gesta lterische L ei tb i l d s e i n , s o n d e rn s o l l te e her a ls ein selbstv ers tä n d l i c h e r As p e kt v o n v i e len integriert werd en . F ü r u n s e re n A u f tri tt wa r es schon a uf grund d es T h e m a s v e rp f l i c h te n d , a l les ba rrieref rei zu g es ta l te n . Du rc h e i n e s e i tl i c he Absenkung der P l a ttf o rm wa r d e r S ta n d s e l b s t f ür R ollstuhlf a hrer zugä n g l i ch .

INTERIOR

The R eady proj ect of the re searc h initiative ”F uture B ui l di ng“ of the F ederal Ministry of Trans port, B ui l di ng and U rb an Develop ment (B M VB S) under the l eaders hip of Thomas Jocher and Eri ka M ühl thal er f rom the Institute Housing and Design of the University of Stuttgart i s des i gned to encourag e reflection on dem ographi c change. I n your view, d oes this devel opm ent al s o have an effec t on the d es i gn of trade f ai r s tands ?

D esigning tra de f a ir s t ands t o be ac cessible f or disa bled or ev en s enior- fr iendly is not genera lly a prime criterio n. The effec t and impa ct a re the ma in considerat ions , oft en at t he expense of a ccessibility a nd o r ient at ion. There is certa inly some ca tching up t o be done here.

Accessibility should not, however, bec ome t he f oca l point. I t must not becom e t he over all design concept, but ra ther a n a s pec t t hat is int egra ted by ma ny a s a ma tter o f c our s e. For our booth, we were of course required by t he t heme itself to design it without ba r r ier s . The lower ing of the pla tf orm a t the sides meant t hat it was ev en a ccessible f or wheelcha ir us er s .

Students of the archi tecture and urb an p lanning faculty of the University of Stuttgart produced the i ntervi ew f i l m s w hic h w ere show n on the s tand. Woul d you pl ease d escrib e the work wi th the young s tudents. Who lear ned f rom whom ?

We def initely a ll lea rned from one another. The na ture of the ta sk – the int er view film – sensitised those working on t he projec t and ra ised the a wa reness f or the ever yday lives of elderly people. I t wa s not a n abs t r ac t s c ient ific a pproa ch, but a llowed direct ac c es s in per s onal conta ct with the prota gonists . This als o gave us new insights which one wo uld not ot her wis e ha v e obta ined in this brea dth. The int erdis c iplina ry na ture of the ta sk a lso s uppor t ed t he mutua l lea rning process becaus e we were ent ering uncha rted wa ters: a rchite c t ure and ur ban pla nning students ma de f ilms , had t o develop concepts f or interv iews a nd lo ok for int er view pa rtners. We nev er knew exa c t ly what t o ex pec t a nd in the end we were of ten pos it ively s urprised. By the wa y , the studen t s not only produced the f ilms. They a lso helped as s emble and disma ntle the sta nd.

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S t ud i e re n d e d e r F a k u l tä t Archi tektur und S t ad tp l a n u n g d e r Un i v e rs i tät Stuttgart produz ierte n d i e I n te rv i e w fi l me , di e auf dem M es s e s ta n d z u s e h e n wa re n . B es chrei ben Si e kurz die Z u s a mme n a rb e i t mi t d e m N achwuchs . Wer h a t v on w e m g e l e r n t?

E s wa r d e f i n i ti v e i n g e genseitiges Lernen . Di e A rt d e r A u f g a b e – der I nterv iewf ilm – ha t s e n s i b i l i s i e rt u n d d e n B l i c k a uf den Lebensa l l ta g ä l te re r M e n s ch e n g e s c hä rf t. E s wa r kein a b s tra kte s wi s s e n s ch a f tl i ch e s Vorgehen, sondern er m ö g l i c h te d e n d i re k te n Z u ga ng im persönlic he n K o n ta kt m i t d e n P ro ta g o nisten. D ies ha t a uch u n s n e u e E i n b l i cke e rö ff net, die ma n in d i e s e r B a n d b re i te s o n s t n i c h t bekommt. D ie Int e rd i s z i p l i n a ri tä t d e r A u f g a be ha t ebenf a lls zum g e g e n s e i ti g e n L e rn e n b eigetra gen, weil wir uns a u f Ne u l a n d b e g e b e n h a ben: Studierende d er A rch i te ktu r u n d S ta d tp l a nung drehten Filme, mu s s te n K o n z e p te f ü r I n te rv i e ws entwickeln und G e s p rä ch s p a rtn e r re c h e rc h i e ren. M a n wusste ni e g e n a u , wa s e i n e n e rwa rte n wird und wa r a m End e h ä u f i g p o s i ti v ü b e rra s cht. D ie Studierend en h a b e n ü b ri g e n s n i c h t n u r die Filme produzi e rt, s o n d e rn wa re n a u c h ta t krä f tig a m Sta nda uf - u n d -a b b a u b e te i l i g t.

certa inly the idea l medium to approac h t he s ubject in a v iv id a nd na rra tiv e w ay.

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sp r ä c h e . Du rch d i e l o s e M ö b lierung f ühlten sich v i e l e B e s u ch e r z u e i n e r k u rz e n R a st a nimiert. D ie Fi l m e wa re n z u d e m d a s i d e a le M edium, um a uf a ns c h a u l i c h e , e rz ä h l e ri s c h e Weise a n da s Thema hera n z u f ü h re n .

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Bread & Butter 2013, Airport Berlin-Tempelhof

6

LIFESTYLE

jim knoepfle architects, Berlin Blutsgeschwister GmbH, Stuttgart

NÄHK ÄSTCHEN

In der einzigartigen Kulisse der Bread & Butter, die zweimal jährlich in den Ha n g a rs d e s B e rl i n e r F l u g h a fens Tempelhof sta ttf indet, ließ die Blutsgesc h wi s te r Gm b H d i e B e s u ch er ihres M essesta nds sprichwörtlich a us dem Nähkästchen plaudern. Das Team um Karin Ziegler und Stephan Künz macht „u n v e rwe ch s e l b a re M o d e f ü r Seelenv erwa ndte“ und v erza ubert „die M od e we l t m i t ‚ Ge rm a n S ch i ck‘ und f a nta siev ollen Geschichten“. Ge-pla nt v on j i m kn o e p f l e a rch i te cts s ta n den die 75 Q ua dra tmeter Sta ndf lä che dementsprechend ganz unter dem Motto „Mit Nadel und Faden“. Als Herzstück der Au s s te l l u n g s f l ä ch e d i e n te d a bei ein überdimensiona -les Nä hkä stchen, da s ni c h t n u r a l s S i tz g e l e g e n h e i t, sondern a uch a ls Prä senta tionspodest f ür die ne u e K o l l e kti o n z u m E i n s a tz ka m. E in in der ma rkenty pischen R ot-Weiß K o m b i n a ti o n g e h a l te n e r, e i g e ns f ür den Sta nd entwickelter Stoff sä umte d e n A u f tri tt. L e d i g l i c h e i n i g e f rei stehende, mit I ma gebildern bespa nnte St e l l wä n d e u n te rb ra ch e n s e i n e umf a ssende W irkung. E ine Ba r und ein kleine r V I P -B e re i ch – b e i d e s i n zurückha ltendem Weiß – komplettierten den Me s s e s ta n d .

6

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Dressmaking craft was Berlinbased jim knoepfle architects‘ inspiration for the border motif of the material which was draped around the 75 square-metre booth.

I n t he unique setting of the Brea d & Butter f a ir, which tak es plac e t wic e a y ea r in the ha nga r of Berlin‘ s Tempelhof a irport, Blutsges c hwis t er G mbH p l aced their tra de f a ir sta nd in a sewing ba sket. The team around Kar in Z i e gler a nd Stepha n Künz ma kes “unmista ka ble f a shion for s oul mat es ” a n d encha nts “the f a shion world with ‚ Germa n Schick‘ and imaginat ive s tories“ The theme of the 75 squa re-metre sta nd design ed by jim k noepfle a rc hitects wa s clea rly “needle a nd threa d”. The centrepiec e of t he ex hibiti o n a rea wa s a n ov ersized sewing ba sket which serv ed as s eat ing and als o a s presenta tion pla tf orm f or the new collection. The stand was s wat hed in fabric specially designed for this occasion with the brand‘s typical red-andwh ite pa ttern. I ts a ll-engulf ing eff ect wa s only interrupt ed by a number of f re e-sta nding mov ea ble wa lls cov ered with ima ge photo s . A bar and s mall V I P a rea , both reserv ed in white, f inished off the booth.

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Das Schneiderhandwerk war jim knoepfle architects aus Berlin Inspiration für das umlaufende Bordürenmotiv des Stoffs, der den 75 Quadratmeter großen Stand umsäumte.

S E WI NG BA S KE T

23.09.13 14:35

F o r q u i t e so m e t i m e n o w, the arc hitec ture o f t h e b o o t h a l o n e i s n o l o n g e r dec is ive for the su cce ssf u l p re se n t a t i o n o f a b r a nd at trade fairs .

M o re su b t l e e l e m e n t s su ch a s l i ght, materials , a u d i o v i su a l m e d i a o r e v e n a ski l f ul pers pec tive a n d p e r f e ct i n f r a st r u ct u re a re w hat now trigger a w o w e ff e ct f ro m v i si t o r s a n d cus tomers . And t h i s i s d e m o n st r a t e d b y t h e m o st rec ent edition o f t h e Tr a d e F a i r D e si g n A n n u a l : Onc e again, t h e e d i t o r s S a b i n e M a r i n e scu a n d J anina Poes c h h a v e co m p i l e d a n d a n a l y se d m o re than 50 prese n t a t i o n s o f i n t e r n a t i o n a l t o p b r ands . Large i l l u st r a t i o n s, d e t a i l e d p l a n s a n d interview s w ith d e si g n e r s e xp l a i n t h e st a n d a rd s f or trade fair d e si g n o f t h e f u t u re .

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MESSEDESIGN JAHRBUCH TR ADE FAIR DESIGN ANNUAL 2 013 / 2 014

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Sa bin e Marin e s c u, Janina Poe s c h (E ds .)

Ü b e r d i e e r f o l g re i ch e P r ä sentation einer M a r ke a u f M e sse n e n t sch e i d e t sc hon lange nic ht m e h r n u r d i e A rch i t e kt u r d e s S t a ndes . Längs t si n d e s d i e f e i n e n E l e m e n t e w i e Lic ht, Material, a u d i o v i su e l l e M e d i e n , a b e r a u ch eine ges c hic k te P e r sp e kt i v e u n d re i b u n g sl o se I n fras truk tur, die b e i m B e su ch e r u n d K u n d e n e i n e n „Wow -E ffek t“ a u sl ö se n . D i e s b e w e i st a u ch d i e neues te Aus g a b e d e s M e sse d e si g n J a h r b u ch s : E rneut haben d i e H e r a u sg e b e r i n n e n S a b i n e M a rines c u und J a n i n a P o e sch 5 0 P r ä se n t a t i o n e n internationaler S p i t ze n m a r ke n zu sa m m e n g e t r a g en und aus giebig a n a l y si e r t . G ro ß f o r m a t i g e A b b i l dungen, detaill i e r t e P l ä n e so w i e I n t e r v i e w s m i t Ges taltern erl ä u t e r n d i e S t a n d a rd s f ü r d a s M es s edes ign der Z u ku n f t .

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IN DER AVEDITION ERHÄLTLICH AL SO AVAIL ABLE FROM AV EDITION

MESSEDESIGN JAHRBUCH

T R A D E FA I R D I E H E R A U SG E B E R IN N E N

DESIGN ANNUAL JA N I N A P O E S C H u n d S A B I N E M A R I N E S C U

20 13 / 14

Sabine Marinescu Janina Poesch (Eds.)

S a b i n e Ma r i n e s cu u n d Ja n i n a Po e s ch s i n d n i ch t nur die H e r a u s g e b e r i n n e n d e s a kt u e l l e n Me s s e d e s i g n Ja h r b u ch s , s o n d e r n a u ch v o n PL O T – d e r i n t e r n a t i o n a l e n Pl a t t fo r m fü r In s z e n i e r u n g e n i m R a u m . A l s s t u d i e r t e A r ch i t e kt i n n e n u n d a u s g e b i l d e t e Jo u r n a l i s t i n n e n w i d m e n s i e s i ch s o m i t h a u p t s ä ch l i ch d e m g e s ch r i e b e n e n W o r t u n d g e b e n i h m d e n a n g e m e s s e n e n R a u m . S e i t 2 0 0 8 v e r s u ch e n s i e m i t e i g e n e m Ma g a z i n , In t e r n e t fo r u m , E v e n t s u n d w e i t e r e n Pu b l i ka t i o n e n d i e W e l t h e r r s ch a ft d e r In s z e n i e r u n g e n i m R a u m z u ü b e r n e h m e n .

F o r t s e t z u n g fo l g t …

T H E E D ITO R S JA N I N A P O E S C H a n d S A B I N E M A R I N E S C U S a b i n e Ma r i n e s cu a n d Ja n i n a Po e s ch , t h e e d i t o r s o f t h i s e d i t i o n o f t h e Tr a d e F a i r D e s i g n A n n u a l , a l s o p u b l i s h PL O T, a n i n t e r n a t i o n a l p l a t fo r m fo r s ce n o g r a p h y . A s q u a l i fi e d a r ch i t e ct s a n d t r a i n e d j o u r n a l i s t s , t h e y d e v o t e m u ch o f t h e i r t i m e t o w r i t i n g a n d g i v e t h e w r i t t e n w o r d t h e s p a ce i t d e s e r v e s .

S i n ce 2 0 0 8 , t h e y h a v e b e e n s t r i v i n g w i t h t h e i r o w n m a g a z i n e , i n t e r n e t fo r u m , e v e n t s a n d o t h e r p u b l i ca t i o n s t o g a i n co n t r o l o f t h e w o r l d o f s ce n o g r a p h y . To b e co n t i n u e d …

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25.09.13 16:08